An Industry Game of Chicken

The month of July saw at least three major fast food chains make dramatic chicken-centric changes.

From One Category…

On July 20, Papa John’s announced it had completed its promised transition to raised-without-antibiotics chicken for pizza toppings and poppers. The step is a move forward in its “clean label journey” and its attempt to greet customers with transparency. It’s a switch that came about from customer concerns over the use of drugs in Papa John’s “better ingredients.”

Also in July, Papa Murphy’s announced that it was serving raised-without-antibiotics chicken across its entire menu. Papa Murphy’s CMO Brandon Solano said that, “Introducing chicken raised without antibiotics to our menu is a natural step for our brand.”

Papa John’s cited a directional shift in the industry for its change and Papa Murphy’s cited the natural growth of its brand, but both chains ultimately made the switch as a response to consumer demand.

…to Another.

The latest chain to make the antibiotic-free chicken change is none other that the oft-panned McDonalds. The brand has tried time and time again to shed the impression left by accounts like Super Size Me and the enduring belief that it is essentially the hallmark “fast food.” And not in a good way. McDonalds’ latest TV spot, “A Better McNugget,” shows how the quality of its ingredients has improved from one generation to the next – with a father and daughter both enjoying different activities, upgraded in the modern setting, and ending with both of them feasting on fresh, antibiotic-free chicken nuggets.

It’s a cute ad and it tugs on the heartstrings as most ads that play up tradition and family do. Like Papas Murphy and John, McDonalds is responding to consumer demand for “cleaner” food. It’s a tougher sell, no doubt, given the existing perceptions that the McDonalds brand is up against. McDonalds is also making other changes to clean up nearly 50 percent of its menu.

Final Impressions?

The switch for McDonalds likely wasn’t an attempt to charm health-focused diners. Like Papa John’s said, it’s where the industry is going. Food free from antibiotics and artificial ingredients has become the norm. McDonalds isn’t so much leading the charge as keeping pace. Will McDonalds see a rise in chicken nugget sales? Possibly. Will it be enough to trump perceptions of its brand as a hotspot for poor dietary decisions? Unfortunately for McDonalds, probably not.