The chicken sandwich wars are heating up again, and this time, Chili’s is taking a swing at McDonald’s.
At a recent pop-up in New York City, the casual dining chain challenged fans to compare its Big Crispy chicken sandwich with the McCrispy.
“If you’ve been on social media the past few years, I think you’ve heard that people are pretty frustrated with the experience in the drive-thru,” Chili’s chief marketing officer George Felix told attendees at the press event held on April 14.
Chili’s has repeatedly said customers are frustrated by the “shrinkflation” of fast food and its diminished value. McDonald’s, which recently introduced its largest burger, has previously disputed shrinkflation claims, and many chains have rolled out value-focused meal deals over the past couple of years to combat rising fast-food prices.
Chili’s leaned into the rivalry as it launched a new campaign highlighting its $10.99 3-For-Me deal, featuring a revamped chicken sandwich alongside five new variations, from Buffalo to a BLT-style option, in a bid to compete with fast-food chains on both taste and value.
Here’s how Chili’s Big Crispy chicken sandwich compares to McDonald’s McCrispy chicken sandwich.
McDonald’s did not respond to Business Insider’s request for comment on Chili’s statements or our comparison of the sandwiches.
First, I tried the McCrispy chicken sandwich from McDonald’s.
McDonald’s McCrispy — born out of the 2021 chicken sandwich wars — sounds like it should deliver on crunch alone.
The McCrispy comes in classic, deluxe, and spicy versions and costs $7.69 for just the sandwich or $13.09 for a combo with fries and a drink at my local Brooklyn location.
The sandwich is relatively simple: a breaded and fried chicken filet, pickles, and mayo.
However, when I opened the wrapper, the skimpy spread of mayonnaise immediately stood out, and not in a good way.
For a condiment person like me, it felt like a miss.
Biting in, the sandwich lacked a distinct crunch.
To its credit, the chicken was juicy, but the sandwich never quite lived up to its name.
The crunch was underwhelming, and the texture leaned toward soft — even slightly soggy — rather than truly crispy.
Still, the bun did its job well, holding everything together with a solid chicken-to-bun ratio.
Chili’s chicken sandwich offered a better value compared to McDonald’s.
The chicken sandwich comes in five new variations: honey-chipotle, Buffalo, spicy mayo, and a deluxe version topped with bacon, lettuce, and tomato.
It’s now a featured part of Chili’s nationwide 3-For-Me deal, which includes fries, bottomless chips and salsa, and an unlimited fountain drink for $10.99 — that’s an almost $2 difference from the McDonald’s meal, which includes a sandwich, fries, and a drink.
On its own, however, the McDonald’s chicken sandwich was cheaper. The crispy chicken sandwich typically costs $16.39 at my local Chili’s in New York, but I got to try it for free at the pop-up event.
Unlike the McDonald’s McCrispy, the Chili’s Big Crispy came slathered in mayonnaise.
Chili’s didn’t hold back on the mayonnaise, which added a rich, creamy layer of flavor that tied the sandwich together.
The chicken breast was also fried to a deep golden crisp, with crunchy edges peeking out from the bun — the kind of texture that immediately signals a great bite ahead.
This sandwich certainly delivered. The breading, which was packed with seasoning, was more flavorful than the McDonald’s version.
It was also visibly thicker than the McDonald’s chicken sandwich.
In a press release, Chili’s said a local study found its chicken sandwich filet is more than 80% larger than the average McDonald’s McCrispy breaded filet. However, it wasn’t only the size difference that made Chili’s come out on top.
Each bite hit with a satisfying mix of salty, briny, and savory flavors, thanks to the pickles and well-seasoned chicken.
The texture sealed Chili’s as the winner: This sandwich lived up to its “crispy” promise. In terms of value, I also couldn’t deny that Chili’s really came through.
When paired with fries, chips and salsa, and a bottomless drink for just $10.99, the winner was clear — even without the ease and convenience of the drive-thru.
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