McDonald's turns to chick breasts to shore up its sales

The move has come after citing the increasingly shifting of tastes toward lower-fat white meat.

McDonald's Australia chief operating officer Catriona Noble said that the chain has been heavily reliant on its beef burgers, but now it hopes to achieve a goal of up to 6 percent from the earlier 3 per cent of the total chicken market.

"With general consumption in the marketplace, chicken has now overtaken beef," News.com.au quoted Noble, as saying.

She said that the consumer insight that had driven the decision to expand the menu was a simple one.

"Basically, it is just a huge gap in our menu. Premium chicken -- whole breast fillets -- is what customers want and we don't have it,” she said. (ANI)