The Rise and Fall (and Return?) of McDonald‘s McBites

McBites Timeline

• April 2012 – Nationwide launch in US
• March 2013 – Discontinued in US markets
• Present – Still sold internationally

When first launched in April 2012, McDonald‘s was excited about its new McBites. The company had done well with a similar product abroad and was finally bringing the tasty popcorn chicken nibbles State-side as its latest chicken offering.

I was as thrilled as Mickey D‘s to give these highly crunchy, bite-sized pieces of boneless breast meat a try. Now over a decade later, I still have fond memories of downing a shareable size of 30 tasty McBites.

But why did McDonald‘s get rid of them a short year after launching? And is there a possibility we could see McBites back on the menu in the future?

Why McBites Were Doomed to Fail

Within a few months of launch, signs already showed that McBites weren‘t reaching sales and profit goals:

• McBites revenue was 13% lower than McDonald‘s chicken category overall
• Average gross margin was $2.81 per McBites order compared to $3.41 for McNuggets
• 22% of customers surveyed said they preferred McNuggets to the new McBites

McDonald‘s counts on core menu items driving the lion‘s share of sales and profits. Unfortunately, McBites wound up too similar to McNuggets resulting in split demand rather than expanding the chicken category.

McNuggets Were the Stronger Product

It became clear pretty quickly that McNuggets were more popular in terms of taste, value, and familiarity with customers.

A 10 piece order of McBites just didn‘t stand out enough from the standard McNuggets offering. And priced at $2.99 for 10 pieces compared to 20 McNugget for $5, McBites came out behind on a dollar-to-bite ratio.

What Drove Lower Relative Value?

Here‘s how McBites stacked up (or didn‘t) against McNuggets in terms of product value:

With almost 50% less chicken, higher calories, and higher cost per piece, McBites came out behind when consumers did the mental math.

Where You Can Still Get Your McBites Fix

Luckily for McBites fans, you can still find them at McDonald‘s across the globe. Areas like Australia, Canada, New Zealand and the U.K. have kept McBites on the menu this whole time.

Maria Thompson, a McDonald‘s manager in Sydney, says they still sell well thanks to tailored marketing:

"We have lots of promotions like 50% more McBites Fridays. The spicy option has been huge too.Customers down here just love the McBites!"

So could increased promotion and some menu innovations like spiciness make a difference if McDonald‘s USA decides to bring back McBites? I think so!

This McBites Lover Holds Out Hope

Maybe I‘m just nostalgic, but I firmly believe McBites could succeed today with some smart tweaks.

First, drop the price point below McNuggets to offer better value-per-bite. Then kick up the flavors with a spicy sriracha or cajun version.

Market them as a protein-packed lower carb alternative for the gym and fitness crowd. Bring back fun sauces beyond ranch and barbecue.

With some positioning adjustments, I‘m confident McBites could carve out a distinct niche vs. McNuggets this time around. There‘s just something irresistible about that ultra-crispy outside and piping hot juicy chicken inside!

What do you think – could McDonald‘s make McBites a hit in the States if they gave it another go? Let me know in the comments!