Why Did McDonald's Discontinue Their Buttermilk Crispy Chicken Tenders?

Those who enjoyed the buttermilk crispy chicken tenders at McDonald's may be curious as to why these beloved menu items are no longer available. The removal of this item from the menu can be attributed to multiple factors, including the impact of the coronavirus pandemic, profit considerations, and changes in menu strategy. This article aims to provide clarity on why McDonald's decided to discontinue these tenders.

Impact of the Coronavirus Pandemic

Much of the menu changes at McDonald's can be traced back to the impact of the coronavirus pandemic. As dine-in options became limited, restaurants like McDonald's had to scale back their menus to focus on the most profitable items to minimize losses and simplify the ordering process. This was a widespread strategy employed by many restaurants across the globe.

McDonald's announced a temporary removal of chicken tenders from their menus in 2020, and it is possible that this change could become permanent. The Chicken Selects, which included the buttermilk crispy chicken tenders, first appeared on McDonald's menus in 2004. Since then, these items have been a fan-favorite and have been subject to seasonal availability.

Profit and Menu Strategy

The food and beverage industry is highly competitive, and restaurants need to remain profitable to stay afloat. McDonald's, like many other chains, regularly evaluates the profitability of each menu item. According to a McDonald's Swing Manager with six years of experience, McDonald's has a habit of rotating menu items, both staples and seasonal offerings. This practice allows the company to test a wide variety of products while also maintaining balance and diversity.

For the buttermilk crispy chicken tenders, the decision to discontinue them might have been due to underperformance in terms of sales. As the Swing Manager explained, either new menu items need to be made room for, or the item did not sell well enough to justify its continued presence on the menu. In the current economic climate, profit margins are crucial, and restaurants are often forced to make hard decisions based on market analysis and customer behavior.

Impact on Supply Chains

The coronavirus pandemic also had a significant impact on the supply chains of food processing plants. This issue was particularly evident in the meat industry, where outbreaks at various facilities led to temporary shutdowns and reduced production. As a result, some fast-food chains like McDonald's had to focus on maintaining their regular menu items to ensure a steady supply of popular items like French fries and burgers.

Conclusion

To address the initial question, it is possible that your McDonald's may not have completely discontinued the buttermilk crispy chicken tenders. Instead, they may have paused sales of them temporarily or are rotating them with another seasonal or limited-time item. Given the difficulty in predicting which menu items will resonate with customers, it's essential to periodically check if the tenders have returned to the menu.

As the restaurant industry continues to navigate the challenges posed by the pandemic and other external factors, it is likely that menu changes will remain a common occurrence. However, the goal is always to provide customers with a diverse and satisfying menu that yields the best possible profits for the business.