McDonald's is to target a bigger slice of the global chicken market by 2030 as soaring beef prices squeeze franchisee profits

From the Newshound archive · first published 23 September 2026.

McDonald's chief executive Chris Kempczinski has told investors the chain holds only a "high teens" share of the chicken market compared with roughly 45% in beef — and the company is now targeting an extra 1.5 percentage points of global chicken sales by 2030. The chicken market is larger than beef and expanding at double its rate, making it a strategic priority as rising beef and energy costs bite into franchisee margins. McDonald's insists the push into chicken will not cannibalise its beef business, pledging to maintain its "leadership position" in burgers.

McDonald's faces stiff competition from Popeyes, Wingstop and a resurgent KFC, all riding a wave of Gen Z fried-chicken obsession.