At its third-quarter investor presentation, the fast food company revealed that it planned to have chicken products available at every price point, from value to premium, across Europe.
An insider said that McDonald's believed it could do more to break the dominance of KFC.
The announcement comes as McDonald's rolls out a premium burger called Chicken Legend in the UK.
The launch TV ad, created by Leo Burnett, will air today (Wednesday). Support advertising includes press, outdoor and online campaigns.
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