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The Guardian - UK
The Guardian - UK
Business
Sarah Butler

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

McDonald KFC Chris Kempczinski United Kingdom
A McDonald's customer dips a Chicken McNugget into a pot of ketchup besides a pile of fries
The fast food chain’s CEO, Chris Kempczinski, said McDonald’s current share of the chicken market was ‘high teens’, but that it was bigger and growing at twice the pace of beef. Photograph: Steve Parsons/PA

McDonald’s is betting on fried chicken as health concerns and the rising price of beef shift dining habits.

The company said that it aimed to take an extra 1.5 percentage point-share of the global chicken market by 2030, with an aim to increase its share of drinks by the same proportion. McDonald’s said the growth in chicken, a lower-priced protein, would not come at the expense of beef burger sales, saying it aimed maintain its “leadership position in beef”.

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