[8/22 Update: McDonald’ has introduced the Chicken Muffin for breakfast in Japan.]
Given commodity prices that favor chicken over beef, McDonald’s has managed to promote chicken on its menu wherever it can, from revamping its Premium Chicken sandwiches to testing Chicken Flatbreads, testing Chicken McBites and a Chicken Grande wrap, and trying spicier versions of McChicken.
But it hasn’t pushed chicken hard at breakfast.
That’s why it’s interesting to see McDonald’s trying out a new McMorning Chicken breakfast sandwich in Austria. Essentially a breakfast chicken burger, it’s topped with lettuce and tomato and served on a kaiser roll. Introduced with it are a McMorning Bacon sandwich and a ham-and-cheese Breakfast Wrap.
McDonald’s breakfast menu in the U.S. has just the Southern-Style Chicken Biscuit in the chicken category. A chicken burger would make an interesting addition with Wendy’s about to jump into the breakfast market.