McDonald's (MCD) is no stranger to bringing a fan favorite menu item back to the menu and then removing it again. Some of the menu changes are regular and or seasonal. McDonald’s has followed PSL protocol when it comes to its take on the popular Pumpkin Spice Latte and only brings it back in the fall and when it becomes the holiday season, it sadly disappears off the menu for another year or so.
McDonald's has holiday treats to help curb the cravings of losing the Pumpkin Spice. It has brought back Donut Sticks and Cinnamon Cookie Latte after the PSL is dropped from the menu. After the holiday season, it’s soon time for the Shamrock Shake to make its appearance as well. These are all holiday or seasonal menu changes.
Then there is the McDonald’s McRib, the boneless pork sandwich covered in delicious BBQ sauce. This menu item has quite a following and there is a McRib tracker to know when and if the sandwich is back on the menu (with the company saying it's now gone for good).
The seasonality of the drink menu and the McRib are all always a big hit and fanatics wish they limited menu items would stay forever, but the limited time creates a sense of urgency to get a taste while they last. Now, the chain has veered. away from the limited-time-offer model, at leas for one popular sandwich, which is being added to the "permanent" menu, but only in the United Kingdom.
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McDonald’s Hears Pleas and Answers for a Fan-Favorite Return
McDonald’s is bringing back the heat with its McSpicy to the menu, and its staying on the menu reported Delish. The hot and spicy chicken breast served with mayo, lettuce and on a sesame seed bun is a popular menu item and it's making its return for good. The return is coming Feb 15 across the U.K. The McSpicy will be available for £4.79 or £6.29 as the value meal.
McDonald’s, which is better known for its burgers, has expanded its chicken menu in recent years. In the U.K. it also recently brought back the McCrispy, which is served up a lot like the McSpicy but without all the tasty spices.
(The U.S. menu offers variants on these chicken sandwiches under the "Deluxe" line of crispy chicken sandwiches).
Both chicken sandwiches are going to stay on the menu in the U.K., according to the company.
“We’re so pleased to be welcoming the McSpicy to our permanent menu across the U.K, and Ireland. The McSpicy brings the heat to our menu, and we hope chicken lovers across the nation are as excited about its permanence as we are,” said McDonald’s Director of Food and Innovation, Gráinne Allen.
The "permanent" return of the McSpicy and McCrispy shows that McDonald’s fans are being heard about getting their requests answered. McDonald’s had only debuted the McSpicy to the UK in July 2021 according to Express and it was a hit. The new fan favorite made another limited-time return before McDonald’s decided to make it a permanent addition to the menu.
McDonald’s Focus Goes Beyond LTOs
McDonald's has actually cut back on its limited-time offers aside from the expected seasonal ones in the United States because it has been focusing on building its digital business.
"Through our focus on digital, we are transforming from a brand that serves billions and billions all the same way to one that serves each of our billions of customers uniquely as individuals with customized products, offers, and experiences. By doing this, we strengthen our customers' love and loyalty for McDonald's. These investments are paying off. In the fourth quarter, digital represented over 35% of system-wide sales in our top six markets, CEO Christopher J. Kempczinski said during the chain's fourth-quarter earnings call.
Those efforts have been incredibly successful.
"In 2022, the McDonald's App was downloaded over 40 million times in the U.S., greater than the total downloads of the 2nd, 3rd, and 4th brands combined," he added.
