McDonald's Germany Makes the McChicken Round as It Expands Its Chicken Range
Updated: 6 days ago
TL;DR: McDonald's Deutschland is reformatting its McChicken from the familiar elongated shape to a round patty and bun as part of a wider expansion of its chicken 'platform' — a change that drew mixed fan reactions.
McDonald's is changing something customers thought was fixed. McDonald's Deutschland is reformatting its McChicken from the familiar elongated shape to a round patty and bun, as part of a wider expansion of its chicken ('Chicken-Plattform') line-up.
The change
The new round format rolls out nationwide and drew mixed reactions from fans used to the old shape. It sits within a broader push to grow McDonald's chicken range as the category keeps gaining share of the QSR market.
It is a product-redesign story with real brand stakes: the McChicken's shape was a small but recognisable brand asset.
Marketing Minute's read
Changing an iconic product is always a calculated risk. Distinctive assets — a shape, a colour, a format — build recognition over years, so altering one can confuse loyal customers even when the business case (operational efficiency, range expansion) is sound.
The mixed reaction is itself useful. It confirms the McChicken shape carried more brand meaning than McDonald's may have assumed — a reminder that 'minor' product changes can touch distinctiveness, and should be communicated, not just rolled out.
What brands should take from it
Before you change a long-standing product feature, ask whether it has become a distinctive brand asset. If it has, don't just change it quietly — bring customers along with the reasoning, so a functional update doesn't read as the brand losing something familiar.
Quick FAQ
What is McDonald's Germany changing about the McChicken?
It is reformatting the McChicken from its familiar elongated shape to a round patty and bun, rolling out nationwide as part of a wider expansion of its chicken platform.
Why is changing a product shape a brand risk?
Distinctive assets like a product's shape build recognition over years, so altering one can confuse loyal customers even when the operational business case is sound.
Distinctive assets — even a sandwich's shape — build recognition over years, so changing one is never purely operational. The mixed reaction tells you the old McChicken shape carried more brand meaning than assumed. The lesson: when you change something familiar, bring customers along, don't just swap it quietly. — Daniel Nikolla, Founder of Merx Marketing
Before changing a long-standing product feature, check whether it's become a distinctive brand asset — and bring customers along with the reasoning.
Which 'minor' features of your product are actually distinctive brand assets you'd be unwise to change?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: food-service.de, Horizont, finanznachrichten.de.
Related reading
Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
