McDonald’s is rolling out an ambitious test of new menu items and technology at select U.S. locations, experimenting with chicken wings, bigger chicken tenders and artificial intelligence-powered drive-thrus as the Chicago-based fast food giant looks to reignite growth.
The tests, first reported by Crain’s Chicago Business and Bloomberg, represent one of the most significant menu and technology pushes under the company’s current leadership. McDonald’s has long dominated the burger category, but the chicken segment has become an increasingly important battleground as competitors like Popeyes and Chick-fil-A gain market share.
Why Chicken, Why Now
Chicken has been one of the fastest-growing categories in quick-service dining for several years. McDonald’s found success with its chicken sandwich relaunch and McCrispy line, and the new tests — wings and larger tenders — are designed to capture consumers looking for more premium poultry options. The wings test is particularly notable, as McDonald’s has not offered bone-in wings on its U.S. menu in years.
The larger chicken tenders appear aimed at value-conscious diners who want more protein per order. McDonald’s has been walking a careful line on pricing, trying to maintain its reputation for affordability while managing rising food and labor costs.
AI at the Drive-Thru Window
Perhaps the most closely watched part of the test is the AI drive-thru rollout. McDonald’s has experimented with automated voice ordering before, but the new iteration appears to be more refined, with the company hoping AI can speed up service, reduce order errors and free up staff for other tasks.
The technology comes at a time when McDonald’s and its franchisees are investing heavily in restaurant technology, from digital menu boards to app-based ordering. The challenge is balancing innovation with the reality that drive-thru accuracy and speed remain the No. 1 driver of customer satisfaction — and any AI hiccups risk alienating the very diners the technology is supposed to serve.
For Chicago’s corporate community, the tests are a reminder that one of the city’s most important companies continues to bet big on its hometown. McDonald’s moved its headquarters back to Chicago’s West Loop in 2018, and its product decisions ripple through the local economy — from the advertising agencies that market the food to the technology firms building the AI systems taking orders. The question now is whether customers are ready to have a computer take their order — and whether the chicken wings are worth the trip.
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