When McDonald's removed Chicken Selects from menus across the United States in 2020, fans took to social media to ask why the chain made the change. The move was not a random test but part of a broader menu reset designed to simplify operations and refocus on core items.
Below is a detailed look at the reasons and trade-offs behind the decision, organized to help you understand the strategy, operational impact, and what diners can expect moving forward.
| Menu Item | Category | Preparation Steps | Typical Serving Context |
|---|---|---|---|
| Chicken Selects | Former Specialty Chicken | Breaded breast strips baked or fried | Snacking, sharing, limited-time offers |
| McChicken | Core Burger Menu | Breaded chicken patty with lettuce and mayo | Everyday sandwich option |
| Classic Chicken Sandwich | Expanded Chicken Portfolio | Marinated breaded chicken with signature sauce | Main sandwich, paired with fries |
| Filet-O-Fish | Core Protein Alternatives | Breaded fish fillet steamed in steamer pouch | Lent option, different protein category |
Operational Efficiency in Kitchen Workflows
Why complexity reduction matters
Fast-food operations rely on predictable workflows, and each unique menu item adds steps for cooking, holding, and training. Removing low-volume items like Chicken Selects helps streamline station tasks, reduce changeovers, and limit mistakes during rushes.
Inventory and equipment simplification
Streamlined menus mean fewer unique ingredients, standardized breading, and less specialized equipment. This helps restaurants manage supply chains more easily and reallocate kitchen space to higher-demand products.
Consumer Demand and Portfolio Focus
Shifting preferences in chicken formats
Data from McDonald's internal tracking and industry surveys showed diners gravitating toward simpler, bolder chicken formats like the Classic Chicken Sandwich rather than niche strips. The portfolio focus shifted toward items with broader appeal.
Flexible limited-time offers
Instead of keeping Chicken Selects as a permanent option, McDonald's uses rotating test items and promotional bundles to gauge interest. This approach keeps the menu fresh while avoiding permanent complexity for modest demand.
Menu Rationalization and Brand Identity
Aligning with core product lines
Menu rationalization helps reinforce brand identity around reliable, consistent items. By narrowing the chicken lineup, McDonald's strengthens recognition for core products while still testing new ideas through limited-time platforms.
Competitive positioning
Rivals in the quick-service segment often emphasize chicken variety, but McDonald's differentiates through signature sandwiches and operational reliability. The removal of lower-volume chicken items supports this clarity of value.
Supply Chain and Ingredient Strategy
Balancing sourcing with utilization
Specialty cuts like breast strips for Chicken Selects require specific suppliers and handling. Consolidating chicken formats allowed more flexible sourcing, better inventory turns, and reduced risk of stockouts for best sellers.
Seasonal and regional testingWhile Chicken Selects were discontinued nationally, some markets tested similar items regionally. Lessons learned informed the broader move toward streamlined chicken offerings and more disciplined test-and-learn cycles.
Strategic Direction for Future Menu Innovation
- Focus on high-demand core chicken formats that drive repeat visits
- Use limited-time offers to test new ideas without permanent complexity
- Prioritize kitchen simplicity to improve speed of service and reliability
- Align chicken offerings with broader brand identity and customer expectations
FAQ
Reader questions
Why did McDonald's decide to remove Chicken Selects rather than keep them as a seasonal item?
The decision to remove Chicken Selects was driven by operational complexity and relatively low sales compared to core chicken items. Keeping them year-round would have strained kitchen workflows, inventory planning, and limited the focus on higher-demand sandwiches.
Did customer feedback directly lead to the removal of Chicken Selects?
Customer feedback highlighted a preference for bolder, more iconic chicken formats, but the business case focused more on operational efficiency and portfolio alignment. Surveys and sales data showed stronger demand for sandwiches and simpler offerings.
Are there any plans to bring Chicken Selects back on a permanent or rotating basis?
McDonald's continues to test new chicken formats through limited-time offers, but Chicken Selects in their original form have been permanently retired. Future items will follow stricter selection criteria tied to demand, simplicity, and supply chain fit.
How did the removal of Chicken Selects affect menu pricing and value perception for chicken buyers?
Overall menu pricing for chicken remained stable as the shift moved toward higher-value sandwich bundles. Guests gained clearer choices among core chicken products, which helped communicate value and streamline decision-making at the register.