McDonald's - under pressure to step up its game when it comes to chicken offerings after increased competition from Chik-Fil-A and Popeyes - is putting two new chicken items on the menu….for breakfast.
The fast-food giant announced Tuesday the addition of the Chicken McGriddle and the McChicken Biscuit.
Going after the morning crowd could be a smart move for McDonald's since it has greater stronghold on consumer wallets during that time of day - despite growing competition from the likes of Wendy's and Dunkin'.
Some experts also say going the chicken route, rather than plant-based meat, is a better way for McDonald's to take on the competition.
The poultry industry has a proven supply-chain that can keep up with any large demand expected from a company like McDonald's, while new comers such as meat-alternative start-ups Beyond Meat and Impossible Foods are already struggling to meet customer orders.
Shares of Dow component McDonald's were up ahead of fourth-quarter results due on Wednesday.