Tender lovers, rejoice! It looks like McDonald’s is about to give you something to sink your teeth into. Prepare for the arrival of McCrispy Strips, a brand-new offering that hints at a renewed focus on the classic chicken tender, and could finally fill the void left by a long-lost fan favorite.

• McDonald’s is set to release their new McCrispy Strips on May 5th, marking their return to offering a dedicated chicken tender option after the discontinuation of Chicken Selects.
• This launch occurs amidst a significant “chicken craze” in the fast-food industry, highlighted by the intense chicken sandwich competitions of recent years, indicating McDonald’s aims to capitalize on this trend.
• The introduction of McCrispy Strips represents McDonald’s effort to compete more directly with other chains that have successfully leaned into chicken tenders, potentially satisfying long-time customer demand for this type of menu item.

A Look Back: The Chicken Selects Chapter

For those with a longer memory of McDonald’s menus, there was a time when their chicken offerings extended beyond the iconic McNuggets.

Recall a period in the early 2000s when the Golden Arches introduced Chicken Selects. These weren’t simply smaller pieces of chicken; they were marketed as premium, whole-muscle tenders that quickly garnered a dedicated following among customers seeking a more substantial and less processed chicken option. While they enjoyed considerable popularity for a number of years, Chicken Selects eventually disappeared from the permanent menu, leaving a noticeable gap for those who preferred a classic tender.

Riding the Chicken Wave: The Fast Food Frenzy

This upcoming launch of McCrispy Strips arrives at a pivotal moment in the fast-food industry

The past couple of years have witnessed an undeniable surge in the popularity of all things chicken. The intense “chicken sandwich wars” of the summer of 2023 served as a prime example, with various chains fiercely competing for dominance in the poultry category. This widespread enthusiasm for chicken has led restaurants across the board to significantly bolster their chicken offerings, recognizing a strong and consistent consumer demand for versatile and often perceived-as-healthier protein choices.

McCrispy Strips

McDonald’s answer could very well represent McDonald’s strategic move to more fully engage with this prevailing chicken-centric landscape. It signifies a potential return to offering a dedicated, widely available tender option on their main menu, aiming to recapture a segment of the market that has perhaps felt underserved since the discontinuation of Chicken Selects. Whether these new McCrispy Strips can reignite the nostalgia for their predecessor or establish their own unique appeal remains to be seen. However, it’s a clear indication that McDonald’s is acknowledging the enduring popularity of chicken tenders and is ready to once again compete in this significant part of the fast-food arena.