• by Todd Wasserman , March 12, 2023

McDonald’s latest salvo in the chicken wars is a rebranding of the McDonald’s Crispy Chicken Sandwich to the punchier “McCrispy.”

The fast feeder had this to say about the rebranding: “McDonald’s Crispy Chicken Sandwich quickly became a fan-favorite when it first hit U.S. menus in 2021. And now, this beloved sandwich is joining some of our most iconic menu items — McNuggets, McMuffin, sandwiches, and McFlurry desserts — with a fresh new name: McCrispy. Earning your 'Mc' is a true McDonald’s badge of honor.”

Among the new sandwiches with that name are the Bacon Ranch McCrispy and the Spicy McCrispy, which are available in a regular and Deluxe version at $5.29 and $5.99, respectively, in the Louisville, Kentucky  market. Unlike the standard McCrispy sandwich, the Bacon Ranch McCrispy is only available for a limited time.

The McCrispy features an all-white chicken filet and crinkle-cut pickles on a buttered potato roll. The Deluxe version appears to add on lettuce, Roma tomatoes and mayonnaise, according to McDonald’s website.

In its most-recent earnings call, McDonald’s CEO Chris Kempczinski said that McDonald’s is gaining share in chicken, and called the McChicken an “emerging global equity.”

The McDonald’s launch comes as KFC recently announced it was testing two new offerings, the BBQ KFC Chicken Sandwich and the Spicy Slaw Sandwich. Those introductions came after chicken sandwiches from Popeyes and Chick-fil-A rose in prominence in 2019.