There's a new item on McDonald's menus these days: the Southern Style Chicken Sandwich, a breaded chicken breast garnished with two pickles that comes in breakfast or lunch form-exactly like the
signature sandwich at Chick-Fil-A. The Atlanta-based chain is not pleased, but it's also not planning to do anything about it. For now.
That's because imitation (rip-offs) is rampant
in the fast-food industry. The Taco Bell value menu gave rise to the Wendy's Super Value Menu, the McDonald's Dollar Menu and the Burger King Value Menu. And the Angus beef burger from Back Yard
Burgers yielded similar items at McDonald's, Burger King and Hardee's.
It's also because Chick-Fil-A has nowhere near the marketing budget of McDonald's and can't afford to retaliate.
"Why would we not pointedly come back and try to communicate something about Chick-fil-A versus McDonald's?" said a spokeswoman. "The answer is we simply do not have the media resources to get into
that contest. We're not going there."
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Read the whole story at `The New York Times »