• The Chicago Tribune, Wednesday, May 14, 2008 9:16 AM

McDonald's just-launched marketing blitz for it new Southern-style breakfast foods is one of it biggest product launches in the past two years and marks the debut of chicken on its breakfast menu.

The line underscores the increasing importance of chicken to the fast-food giant. Not only does chicken consumption continue to grow at a strong clip, but analysts say restaurant companies can fashion more menu items from chicken than from beef.

The perceived healthfulness of chicken is a key driver of that trend, industry analysts say, although fried chicken sandwiches are often no less fattening than their beef brethren. For example, McDonald's new Southern-style sandwich has 420 calories, only 20 less than its double cheeseburger. The adaptability of chicken compared with beef also appeals to restaurant operators, says Bob Goldin, evp of food consultant Technomic Inc.

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