McDonald’s Corporation (MCD): Chicken Wings To The Rescue?

That said, it makes more sense for each of these players to have wings than McDonald’s. Pizza Hut is largely a sit down establishment, making normally messy wings easier to eat. KFC is a chicken place, so wings fit logically. Moreover, fried chicken is messy so most customers wouldn’t find similarly messy chicken wings an odd food choice. Buffalo Wild Wings’ success, however, is more likely a result of its atmosphere than a direct result of its food options. Indeed, more sports bar than restaurant, it is filled with huge televisions and families looking for a night out without breaking the weekly budget.

None of the above will be true of McDonald’s. In fact, with a large take-out business, there are some valid concerns that wings won’t sell well at all. Indeed, it’s hard to eat messy wings and drive at the same time.

Will they Fly?

So McDonald’s isn’t a first mover here. In fact, according to some reports, it isn’t even the first time McDonald’s has tried out chicken wings. If the wings didn’t take off last time, maybe this time will be different. Or maybe not. However, what the wing effort shows is a company willing to invest in itself.

Taking the time to examine new ideas is vital in the fast food space. Not every new idea will work, but putting in the research to make sure is important evidence that McDonald’s hasn’t completely lost its way again. I, for one, would love to test out some McDonald’s wings, so I hope they make into the North East.

If they don’t, that doesn’t make McDonald’s any less desirable a company; I’m sure management will find something else to use as an enticement to customers. With the yield recently in the mid 3% range, now is a good time to invest in this industry leader, whether or not the wings fly.

Yours,

The article Chicken Wings To The Rescue? originally appeared on Fool.com.

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