When McDonald’s launched its “CFC” campaign against KFC in China back in February, KFC quickly responded with the slogan “good fried chicken has flakes”, attacking the Big M’s pre-made flakeless batter on its fried chicken. This is something netizens have been complaining about since it was introduced as a cost-saving measure in 2023. Now, McDonald’s has finally brought back the “hand-battered” McSpicy series of fried chicken with flakes, with a giveaway and a CLOT collaboration.
After teasing the return of “hand-battered” flaky chicken since mid-April, McDonald’s launched a McWings giveaway on 20 April. However, the wings were not so easy to get, especially for introverts and shy people, as it requires customers to wear a headpiece to the restaurant to receive the free wings. In the tradition of “crazy literature”, netizens showed up with “abstract” headpieces from McDonald’s paper bags to chicken costumes, not only for the wings but also a viral moment.
On 23 April, McDonald’s announced the second wave of celebrations for the flaky chicken’s return. This time, a collaboration with street fashion brand CLOT by Canadian-born Hong Kong actor and musician Edison Chen (陳冠希). The CLOT team-up really marks a return to form for McDonald’s spicy fried chicken products, like the McSpicy burger and McWings, as the fast-food chain previously collaborated with the Hong Kong brand in 2023. The latest co-branding includes a tote bag, pin badges and a pair of trainers, all of which require certain points with McDonald’s to buy.
However, some people online are not impressed with the campaign. Several netizens feel that flaky batter and fried chicken belonged together before McD took it away. Its return shouldn’t be celebrated like this. Meanwhile, McDonald’s also emphasises that the flaky McSpicy burger was a Chinese exclusive created for the market, so perhaps it does require celebration when it returns, as it also marks another step in McDonald’s localisation in China.
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