Branch² Intelligence

McDonald’s to take on KFC and rivals as Gen Z flock to fried chicken

UK · 2026-09-23

Key takeaway

McDonald's pivots toward chicken to offset rising beef costs and target Gen Z demand.

  1. Step 1 · The triggerMcDonald's pivots toward chicken, reallocating menu and marketing investment away from beef.
  2. Step 2 · Knock-onCompetition in the fried chicken segment intensifies, pressuring established players like KFC on volume and pricing.
  3. Step 3 · Reaches youUK SMEs in poultry supply, packaging, and logistics face increased demand but tighter margins as QSRs compete for share.

The trigger is reported by the source below. The steps that follow are Branch²’s traced reasoning — how the shock could reach a business like yours, not a prediction.

Source: The Guardian Business

See what today’s news does to your business. Atri by Branch² — Early-warning intelligence for your business

This is automated analysis for information only. It is not investment advice, not a recommendation, and not a solicitation to buy or sell any security. Branch² is not authorised or regulated. Do your own research.