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The idea now is to build on that push and establish McDonald’s as a top-tier chicken restaurant — rather than just a burger joint.

“It’s definitely a transformational era for McDonald’s,” said Jason Moser, an analyst at Motley Fool. “Chicken is part of that.”

The stakes are high, especially as consumers eat more chicken than ever before. Last year, they consumed 92 pounds on average, compared with less than 57 pounds of beef, according to estimates from the Department of Agriculture. At the same time, Tyson Foods Inc. and other chicken producers are investing in new processing plants, wagering that the meat will become an even bigger part of Americans’ diets.

Reducing Red Meat

Chicken has the aura of being healthier, which is helping drive the trend, Moser said. Many Americans are limiting the amount of red meat they consume, so McDonald’s traditional burger-heavy lineup may be less relevant.

“It would make sense to build a menu that has more chicken,” he said.

The “Better Chicken” effort may involve selling meat that tastes like it’s pressure-fried, according to the letter to franchisees. That technique is known for creating a crispy coating and juicy interior. It’s also an approach used by Chick-fil-A.

McDonald’s, based in Oak Brook, Illinois, declined to comment on the specifics of the letter. But adding new foods “is one of the many ways we are transforming the McDonald’s experience,” spokeswoman Terri Hickey said in an email. “We’re committed to generating even more excitement around the core menu items our customers love — including our chicken offerings.”