McDonald’s Restructures to Compete with Chicken & Beverage Chains

McDonald's is making strategic changes to compete more effectively with specialized fast-food competitors, particularly in the chicken and beverage segments, Restaurant Business recently reported . The company announced the creation of a Restaurant Experience Team designed to streamline decision-making and support restaurant general managers more efficiently.

In addition to this new team, McDonald's is forming three global category teams focused on beef, chicken and beverages/desserts. This move mirrors the specialization of brands like KFC, which dominates the chicken market, and drive-thru beverage chains like Dutch Bros and 7 Brew. CEO Chris Kempczinski emphasized the importance of matching the focus of category-specific competitors, stating, “This category team now allows us to have that same level of focus.”

McDonald's is ramping up innovation in the chicken space with menu items such as chicken tenders, Snack Wraps, and the return of the Chicken Big Mac. The company is also expanding its beverage strategy through its CosMc’s concept, which could influence its core menu offerings.

Beyond menu innovation, the restructuring aims to speed up decision-making and technology integration at the restaurant level. By working across departments — including operations, supply chain, restaurant design, franchising and delivery — the company hopes to implement new ideas faster and improve unit economics.

With increased competition from both specialized brands and major chains like Taco Bell expanding into chicken and beverages, McDonald’s is positioning itself for long-term growth by enhancing its agility and category expertise.