Full Breakdown
McDonald's Considers Reviving Discontinued Grilled Chicken Sandwich
By Drooid · · How we work
Core Event: Discontinuation and Potential Return
McDonald’s removed its grilled chicken sandwich from U.S. menus in 2020, joining the earlier removal of salads. At a recent investor meeting, executives signaled renewed interest in expanding the chain’s chicken lineup, including the possibility of bringing the grilled sandwich back.
Background & Context: History of the Item
The sandwich debuted in 1993 as a healthier alternative, featuring a marinated skinless chicken breast, lettuce, tomato, sweet red onion, Monterey Jack cheese and herb sauce. In 2015 the company refreshed the product, promoting a preparation that used only canola oil, olive oil, and real spices, and rebranded it as the Artisan Grilled Chicken Sandwich. Despite these updates, the item was discontinued in 2020 when McDonald’s also eliminated salads from its U.S. menus.
Official Statements & Responses
Mike Haracz, who led McDonald’s culinary innovation from 2015 to 2019, explained that the sandwich failed to meet the sales threshold required for profitability. He noted that low sales meant excess product waste and that each restaurant’s limited space must be allocated to high-margin items. Haracz also cited “menu cannibalization,” suggesting that when the sandwich was available some customers chose it instead of Chicken McNuggets, reducing overall sales of other chicken products. He added that the sandwich’s flavor profile did not consistently impress guests, further dampening demand. Looking ahead, Haracz said rising beef prices are prompting many chains to emphasize chicken as a more affordable protein, which could make a revived grilled chicken sandwich financially attractive.
Impact and Market Considerations
Consumer interest in higher-protein, lower-fat options has grown, especially among parents seeking healthier choices for children. A chicken-focused offering could offset higher beef costs and potentially improve profit margins if positioned correctly.
What’s Next
While McDonald’s has not set a specific launch date, the investor meeting discussion indicates that the company is evaluating a return of the grilled chicken sandwich as part of a broader strategy to expand chicken options and respond to shifting protein preferences.