McDonald’s menu experimentation has helped drive attention to its international restaurants for years.
The fast-food giant has launched many limited-time menu items and collaborations overseas, often leaving U.S. customers waiting for some of them to make their way stateside.
But lately, that has changed. McDonald’s has increasingly used limited-time offerings, partnerships, and other promotions to create buzz around its U.S. menu.
Now, it is taking that strategy a step further with an offering that won’t be available to every U.S. customer.
McDonald’s launches “Texas Meal”
McDonald’s (MCD) has launched a new limited-time adult Happy Meal, but customers outside one state won’t be able to order it.
The “Texas Meal” comes in a Texas-themed Happy Meal-like box and includes:
- 10-piece McNuggets (regular or spicy)
- Medium fries
- Medium beverage
- One of seven regional collectible cups
The cups are designed by the Texas-based artist Avery Orendorf, with each one representing a different major Texas region or city, including Houston, Dallas/Fort Worth, San Antonio, Austin/Central Texas, West Texas, East Texas, and the Rio Grande Valley/South Texas.
The “Texas Meal” is available only at participating McDonald’s restaurants in Texas and will be offered while supplies last.
McDonald’s Spicy Chicken McNuggets return
While the “Texas Meal” is limited to Texas, McDonald’s is also introducing new menu offerings nationwide.
The chain has temporarily brought back its Spicy Chicken McNuggets and unveiled the new Mighty Hot Sauce at its U.S. restaurants.
The Spicy Chicken McNuggets are a variation of its classic Chicken McNuggets, featuring a spicy tempura coating made with a blend of aged cayenne and chili peppers, according to the company’s announcement.
The Mighty Hot Sauce combines crushed red pepper, spicy chilis, savory garlic, and a hint of sweetness.
The launch gives McDonald’s another way to build excitement around its chicken menu as the company continues to emphasize the category.
McDonald’s bets on menu innovation
McDonald’s has increasingly leaned on menu innovation and restaurant experiences as it works to boost customer engagement and improve performance in the U.S.
In March 2025, McDonald’s introduced its Restaurant Experience Team, bringing together operations, supply chain, franchising, development, restaurant design, delivery, and Speedee Labs. According to the company, the goal is to streamline innovation and improve execution across its markets.
McDonald’s also established three global Category Management teams focused on covering beef, chicken, beverages, and desserts, signaling a more specialized and data-driven approach to menu development.
Here’s some of my previous coverage of McDonald’s limited-time menu releases:
- Fried Apple Pie: Brought back the original Fried Apple Pie after 34 years.
- Caramel Apple Pie Coffee Lineup: Launched four Caramel Apple Pie flavored coffees.
- Test chicken menu items: Tested 10 new sandwiches, multiple McCrispy Strips flavors and seasonings, wings, and a stand-alone dipping sauce.
- Hello Kitty x Godzilla Happy Meal: Released a Happy Meal in partnership with Hello Kitty and Godzilla.
The latest launches also align with a broader company strategy centered on expanding its chicken business.
McDonald’s has increased its chicken offerings across its top 10 markets, with the category now roughly twice the size of its beef business globally. The company has also set a goal to grow chicken by at least 1% by the end of 2026 compared with 2023 levels.
During its first-quarter 2026 earnings call, executives said chicken had become a larger category than beef globally and is growing at about double the pace, helping McDonald’s gain market share.
“For us, it’s gonna continue to be a point of focus and a point of priority,” said McDonald’s CEO Chris Kempczinski during the earnings call. “When beef prices are as elevated as they are, chicken becomes a much more attractive value opportunity relative to beef.”
Kempczinski added that chicken continues to benefit from a stronger cost position and sustained consumer enthusiasm.
McDonald’s sees early signs of growth
McDonald’s latest earnings provide additional context for its focus on menu innovation, marketing, and collaborations in the U.S.
During its second quarter of fiscal 2026, the company reported:
- Systemwide sales increased 5% year over year.
- Global comparable sales were up 1.3%.
- U.S. comparable sales rose 0.8%.
- Comparable sales at international operated markets climbed 1.5%.
- Comparable sales at international developmental licensed markets increased 1.9%.
McDonald’s said U.S. comparable sales were driven by positive check growth, including a favorable product mix, but were partially offset by declining comparable guest counts.
The results highlight the difference between McDonald’s U.S. business and some of its international markets.
“While our playbook is working around the world, we see an opportunity to raise the bar in the U.S. and accelerate performance in our largest market,” said McDonald’s CEO Chris Kempczinski in the company’s earnings release.
During the company’s latest earnings call, Kempczinski also emphasized the importance of marketing and creating cultural moments that drive consumer engagement and restaurant traffic.
That makes exclusive collaborations one part of McDonald’s broader U.S. strategy. The company is using limited availability and new menu concepts to give customers another reason to pay attention to the chain.
For McDonald’s, the challenge will be turning that attention into sustained restaurant traffic in a U.S. market where guest counts remain under pressure.
Related: McDonald’s discontinues fan favorite after 13 years
