With the cost of living putting pressure on household budgets, Australians are increasingly turning to fast food that feels familiar and affordable. Chicken fits this need. McDonald’s recent launch of McWings has resonated with local diners and has become one of the company's most successful product launches outside of its main markets. This shift reflects changing customer habits and shows how the industry is responding to economic pressure while trying to maintain customer loyalty.
For years, beef burgers dominated fast food menus. But with beef and pork prices continuing to rise, driven by supply chain disruptions, increased wages and higher energy costs, chicken is emerging as a more cost-effective alternative. Fast food brands including McDonald’s and Hungry Jack’s are securing promotional prices and promoting value meals to retain customers while managing expenses.
Chicken is proving a smart strategic move. It is not only cost-effective for businesses but is also becoming the preferred protein for many Australians. McDonald's has expanded its global chicken category and says chicken now outpaces beef in growth. In Australia, strong demand for affordable menu options such as McSmart and Loose Change meals is helping the brand protect its market share and keep menu prices stable for at least the next year.
This is not a one-off trend. It is part of a larger shift in how fast food restaurants design their menus. Industry analysts suggest that a focus on chicken allows these companies to better handle tighter profit margins caused by rising inflation and operating costs. While beef remains in demand, its growth is slowing and chicken appears ready to lead in the near future.
Australians are among the highest consumers of chicken globally. The average intake is projected to reach 54kg per person in 2024 to 2025. Chicken now accounts for around half of the country's meat consumption and two-thirds of people eat it multiple times a week. This is more than a passing trend, it reflects a deeper change in eating habits.
