McDONALD’S WAS MISSING OUT

With 49.2 million units of fried chicken sold citywide in 2018, it was projected this number would grow to 53.6 million by 2022. BIC (bone-in-chicken) products were leading the way, accounting for 22% of Hong Kong’s overall fried chicken market. This was a key area where KFC already had a strong foothold. McDonald’s on the other hand, had not yet introduced any BIC products.

THE CHINK IN THE COLONEL’S (DRY) ARMOR

Despite their perceived category expertise, social listening had shown that

KFC had been neglecting its food quality, particularly in regards to the

"dryness" of their chicken. With this we saw our opportunity. We

decided to launch a BIC product, the McDonald's Crispy Thighs, that would castigate KFC’s complacency, while providing McDonald’s a foothold in a quickly growing segment where it had no prior expertise.