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Bacon Ranch McCrispy McDonald's Photo courtesy of McDonald's
McDonald's crispy chicken sandwich is now known as simply McChicken.

McDonald’s rebrands and expands its chicken sandwich platform

McDonald’s McCrispy underscores the company’s intensified focus on gaining market share in the chicken category.

McDonald’s has rebranded its crispy chicken sandwich to the McCrispy. According to the company’s website, the (trademarked) McCrispy includes a white meat chicken filet, crinkle cut pickles and a buttered potato roll. It comes in Deluxe and spicy versions, as well.

The McCrispy is priced at $4.59 in the Louisville, Kentucky, market, while the spicy version is priced at $4.69 and the Deluxe version is priced at $4.99. McCrispy meals are priced at $8.38, $8.48 and $8.88, respectively. The app notes these products are not available after midnight.

The sandwiches will be available starting March 13.

@nationsrestaurantnews McDonald’s has rebranded its crispy chicken sandwich to the McCrispy. #mcdonalds #mccrispy #mccrispychicken #baconranchmccrispy #baconranch #mccrispyreview #mccrispychickenburger #mcdonaldsnewitems #fastfood ♬ Beat Automotivo Tan Tan Tan Viral - WZ Beat

In a statement, the company wrote, “McDonald’s Crispy Chicken Sandwich quickly became a fan-favorite when it first hit U.S. 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 honor.”

Further, McDonald’s now lists a Bacon Ranch McCrispy on its website, which is also available in a Deluxe version. In the Louisville, Kentucky, market, they are priced at $5.29 and $5.99, respectively. The Bacon Ranch McCrispy includes a chicken filet, applewood smoked bacon, crinkle-cut pickles and ranch sauce. Unlike the McCrispy, this version is available for a limited time.

Notably, the McDonald’s crispy chicken sandwich was first launched in 2021 and has performed well for the chain amid the so-called “chicken sandwich wars.” During the company’s most recent earnings call, CEO Chris Kempczinski said the McDonald’s is gaining share in chicken and called the McChicken an “emerging global equity.”

“We're seeing strong growth on our core menu, particularly on chicken, where we've been gaining share. We've gained about a point of share on chicken in the last year,” he said during the call. “Chicken is a big opportunity for us.”

McDonald’s isn’t the only company adding variations to its successful chicken sandwich platform. KFC, for instance, recently announced it is testing two new offerings — the Ultimate BBQ Chicken Sandwich and the Spicy Slaw Chicken Sandwich. Late last year, Popeyes added a new Blackened Chicken Sandwich to the menu, illustrating we may be entering the a 2.0 version of the chicken sandwich wars.

Contact Alicia Kelso at [email protected]

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