01 November 2023 , 11:48
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It's a firm family favourite across the globe, but after McDonald's Crispy Chicken Sandwiches underwent a rebrand the result for the fast-food chain has been hailed as excellent news for the business.
The company recently revealed that having renamed the sandwich the McCrispy – which is offered in a spicy and deluxe version with lettuce, tomatoes and mayonnaise – earlier this year the the popular menu item had now become a £824 million ($1 billion) global brand. The development comes after McDonald's revealed its consolidated earnings increased by a whopping 14 percent and comparable sales in the US rose 8.1% over the third quarter of this year.
In the UK, Maya Jama, Keith Lemon, Elz the Witch and Michael Dapaah were part of a star-studded TV ad to launch the new McCrispy. It was the first time McDonald’s had featured celebrities in UK TV advertising in more than 22 years. And the product was McDonald’s first new permanent chicken burger in 15 years.
TV presenter Maya Jama helped launch the rebranded product in the UKAccording to Fox News, McDonald’s chief financial officer Ian Borden said: "Our McCrispy chicken sandwich continues to be an important driver of chicken share growth, having first launched in markets like Canada and Germany and now a billion-dollar brand." The firm describes its McCrispy sandwich as a "southern-style fried chicken sandwich that's crispy, juicy and tender perfection" that is "topped with crinkle-cut pickles and served on a toasted, buttered potato roll".
When announcing the rebrand, a spokesman for the company said: "McDonald’s Crispy Chicken Sandwich quickly became a fan-favourite when it first hit US menus in 2021. And now, this beloved sandwich is joining some of our most iconic menu items — McNuggets, McMuffin sandwiches and McFlurry desserts — with a fresh new name: McCrispy. Earning your ‘Mc’ is a true McDonald’s badge of honour."
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McDonald's President and CEO Chris Kempczinski said in a statement: "With global systemwide sales growth of 11 percent, our third-quarter results reflect our position of strength as the industry leader. The macroeconomic environment is unfolding in line with our expectations for the year, and we continued to deliver convenience and value for our customers."
McDonald's also said many of its markets "are using the digital app to drive engagement with customers, most recently through the return of Monopoly in Australia, the UK and Spain," and that "McDonald’s has amassed an industry-leading digital loyalty footprint that complements and further modernises our restaurant experience."