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McDonald's expands test flight for chicken wings

Published on NewsOK Modified: January 7, 2013 at 5:11 pm •  Published: January 7, 2013
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There could be other challenges. Richard Adams, a former McDonald's franchisee who now runs a consulting firm for franchisees, said that menu items generally don't work unless they can be eaten easily in the car. He noted that the majority of McDonald's food is purchased at the drive-thru.

This isn't the first time McDonald's is offering wings, however. According to the National Chicken Council, McDonald's first introduced them in 1990 at some locations, prompting other fast-food chains to follow suit. A McDonald's representative wasn't able to immediately provide the history of "Mighty Wings."

The latest test comes amid intensifying competition for McDonald's, which for years had outperformed rivals such as Burger King and Wendy's with a steady stream of new menu items, such as snack wraps, fruit smoothies and specialty coffee drinks. But now Burger King and Wendy's are working to revamp their images and menus.

This past spring, Burger King launched its biggest ever menu expansion to include its own snack wraps, fruit smoothies and specialty coffee drinks. And last week, the Miami-based chain even introduced chicken nuggets that more closely resemble McNuggets, replacing the chicken tenders it previously sold.

In addition, McDonald's is facing competition from newer chains such as Chipotle Mexican Grill Inc. and Panera Bread Co., which serve higher-quality food for slightly higher prices. In October, McDonald's said a key sales figure dropped for the first time in nearly a decade. The figure rebounded in November after the Oak Brook, Ill., company said it would return to emphasizing its Dollar Menu to lure price-conscious diners.

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Follow Candice Choi at www.twitter.com/candicechoi