On the heels of McDonald's unveiling of three new chicken sandwich options officially arriving in February, Taco Bell now wants all the seasoning, oil and smoke in the "Chicken Wars."
Speaking with Business Insider, T-Bell's global chief food innovation officer Liz Matthews announced a mystery menu addition based on chicken hitting stores this year, though there aren't any specific details yet.
Talking big game: "I love watching the competitors," Matthews said. "I think a lot of players out there are doing a great job, but what I will say is that we will interrupt that with what we're going to do on chicken."
Back in 2017, Taco Bell introduced its intermittently available Naked Chicken Chalupa (pictured up top), a chalupa touting a fried chicken shell. Potatoes are making a comeback on its menu too, via the Cheesy Fiesta Potatoes and the Spicy Potato Soft Taco.
With Taco Bell and McDonald's in the mix, almost every major fast-food chain is vying for the chicken crown, including Popeye's, Chick-fil-A, KFC and Burger King.
While Popeye's chicken sandwich accelerated the trend in 2019 and most recently led to a 21.5% sales increase for the brand year-over-year, there's no one judge on who's "winning" the industry race. But one thing is for sure: customers are eating good thanks to all this competition.