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  • - [Narrator] This is the McDonald's Big Mac,

  • the Burger King Whopper,

  • and the Chick-fil-A Chicken Sandwich.

  • Each is a flagship sandwich

  • of their respective fast food chain.

  • This is what they looked like when we bought them.

  • No food stylist here.

  • The McDonald's and Burger King burgers

  • contained beef patties

  • and a variety of ingredients and toppings,

  • but Chick-fil-A's Chicken Sandwich

  • only has four ingredients

  • if you include the butter on the bun.

  • Hey, Chick-fil-A today, Chick-fil-A ♪

  • - [Narrator] Simplicity and consistency

  • have been the cornerstones of Chick-fil-A's menu

  • for the past 50 years.

  • Simplicity, consistency, and chicken.

  • You can see it in their sandwiches.

  • Chick-fil-A's commitment to simplicity

  • throughout the business from its ingredients

  • to its franchise structure has helped the company expand

  • from a regional chain to a national brand

  • with about 2400 restaurants in 48 states.

  • Chick-fil-A's simple menu offerings

  • have fueled recent sales growth in store expansion

  • during a time when the restaurant

  • is looking to attract more national consumers.

  • The restaurant's approach runs counter to its competition

  • who regularly adds and swaps out menu items

  • to appeal to new customers.

  • Look at this chart.

  • Chick-fil-A made an average of 12 permanent

  • or limited time additions

  • to its menu annually in recent years.

  • Burger King has averaged 37 additions per year

  • and McDonald's has averaged 49.

  • Analysts say chains like McDonald's and Burger King

  • have good reason to add and swap out menu items.

  • New sandwiches can be an opportunity

  • to create buzz and capitalize on consumer taste trends,

  • but there are drawbacks.

  • A new item could cut into the sales of a menu staple

  • and reduce kitchen efficiency if it's difficult to prepare.

  • McDonald's dropped its line of signature-crafted burgers

  • this year because the prep time

  • led to longer waits at the drive-through.

  • Drive-through efficiency can be a casualty of larger menus

  • because consumers need more time to read them

  • and sort through the special offers.

  • More time ordering can decrease the number

  • of drive-through customers served per hour

  • and more items on the menu

  • can mean more opportunities for the staff

  • to get the order wrong.

  • Chick-fil-A received the highest marks

  • in drive-through performance

  • out of all major fast food chains

  • for customer service and order accuracy

  • according to a 2018 survey by SeeLevel HX.

  • The restaurant has dominated

  • the American Customer Satisfaction Index

  • since the Index began asking customers about the chain.

  • Here it is compared with other quick-service restaurants

  • like McDonald's, Burger King, and Starbucks.

  • Chick-fil-A attributes this in part to their business model,

  • which typically allows operators

  • to only run one restaurant apiece.

  • McDonald's franchise owners operate an average

  • of about six restaurants,

  • but Chick-fil-A's single-owner per restaurant

  • allows them to ensure

  • consistent food quality and operations.

  • Customers are happy eating Chick-fil-A,

  • but they're also happy eating chicken in general.

  • Over the past half century, America's taste for chicken

  • has grown while its taste for beef has dropped.

  • While still not as popular as burgers,

  • the sale of breaded-chicken sandwiches

  • has increased over the past decade

  • while beef burger sales have dropped slightly

  • as American diners look for alternatives to red meat.

  • How much Chick-fil-A can capitalize on this consumer trend

  • towards chicken remains to be seen.

  • It has increased its market share

  • amongst its chicken-focused competitors

  • over the past decade and is poised to become

  • the third-biggest U.S. restaurant chain by sales,

  • trailing only McDonald's and Starbucks.

  • Its expansion outside of its core market in the South

  • will test whether Chick-fil-A can continue to grow

  • off its lean menu and whether its simple chicken sandwich

  • can attract more customers who think it's more

  • than just the sum of its parts.

  • (pleasant mallet percussion music)

  • McDonald's said in a statement that,

  • "Menu changes allow restaurants to offer

  • "the most popular items while also giving local markets

  • "the ability to add more local tastes at the speed

  • "and convenience our customers expect."

  • (pleasant mallet percussion music)

- [Narrator] This is the McDonald's Big Mac,

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How Chick-fil-A Got Big by Keeping Its Menu Small | WSJ

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    joey joey posted on 2021/05/31
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