In recent years, chicken has become an even more important menu item at fast-food chains. That's at least partially because beef prices kept rising, and while chicken wasn't cheap, it was more affordable to sell chicken sandwiches, chicken nuggets, wings, and whatever else chains could think of.
Arguably, the trend was led by the growing success of Chick-fil-A and the sensation caused by Restaurant Brands International's (QSR) Popeyes chicken sandwich. That sandwich, which led to long lines and sellouts, led to seemingly every fast-food chain that could even plausibly sell a sandwich trying a knockoff version.
DON'T MISS: Taco Bell Menu Adds Two New Takes On a Modern Classic
Sister brand Burger King went through a variety of premium chicken offerings, including its now discontinued Ch'King, and McDonald's (MCD) tried a few as well before landing on what it's now calling "The McCrispy."
Chicken was not merely for lunch and dinner sandwiches. Wendy's (WEN), the newest player in the breakfast space, added a Honey Butter Chicken Biscuit. McDonald's has also offered a chicken biscuit at times, but its most interesting chicken sandwich has never appeared on its U.S. menu.
Now, that fan-favorite menu item has returned, but only to Canada.
Image source: Shutterstock
McDonald's Brings Back the Chicken McMuffin BLT
When McDonald's launched the Egg McMuffin in 1971, it changed the breakfast game. While the chain did not originate the idea of a breakfast sandwich, it brought it to fast food in an easy-to-eat and easy-to-make package that eventually would be copied by pretty much every chain to offer a breakfast menu.
McDonald's, however, didn't stop with the Egg McMuffin. It has been a steady breakfast innovator, even if that has mostly meant adding similar fillings (eggs, cheese, and meats) to varying between varying kinds of bread.
But, in Canada, the company has a truly unique breakfast sandwich called the Chicken McMuffin BLT, which has made its grand return to menus north of the U.S. border.
"The Chicken McMuffin BLT features a breaded seasoned chicken patty, made with chicken raised on Canadian farms, layered with a sliced tomato, lettuce, crispy hickory-smoked bacon strips, a mayonnaise-style sauce, and a slice of tasty processed cheddar cheese on a toasted English muffin," the Fast Food Post reported.
Perhaps the most interesting part of the Chicken McMuffin BLT is that it's actually considered a breakfast sandwich. The chain will serve it until 11 a.m., and it won't be offered for lunch or dinner.
McDonald's Faces Breakfast Challengers
While McDonald's has long been the dominant force in breakfast, it has recently faced challenges from Wendy's (WEN) and Yum Brands (YUM) Taco Bell. Both have reported growing breakfast sales, but it's hard to know if that has come at McDonald's expense as the chain did not specifically comment on breakfast during its most recent earnings call.
Wendy's has stopped reporting weekly sales in its breakfast segment, but CEO Todd Penegor spoke bullishly about the morning meal during his chain's first-quarter earnings call.
"On the breakfast front, we continued to lean into the strength of French toast sticks and close the quarter with the start of our croissant promotion, entering Q2 with an uptick in momentum. As our strong programs drive more customers to our restaurants, we are committed to delivering an experience that brings them back more often," he said.
Taco Bell did not specifically call out its breakfast sales during its most recent earnings call, but it has increased its spending on advertising for that daypart. The chain has been running ads with comedian/actor Pete Davidson showing off its morning menu (and trying to make it seem familiar and accessible).
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