HOW MCDONALD'S DUG INTO NOSTALGIA AND REIGNITED THE CHICKEN WARS

Summary from the TLDR Marketing newsletter

McDonald's revived its cult-favorite Snack Wrap in July, boosting foot traffic and triggering fresh competition in the chicken category. Popeyes responded with new Chicken Wraps and an AI-generated diss track, while Taco Bell, KFC, Wingstop, and White Castle launched or marketed new chicken items. Chicken remains a key innovation driver in the quick service restaurant space, with brands leaning into nostalgia, cultural campaigns, celebrity tie-ins, and loyalty plays to win market share.