According to Bloomberg, the increase in cost of beef is driving the price of burger menus to 
unacceptable levels. Technomic a market research organization recently tracked the escalation in cost of a Big Mac™ and other burgers. The McDonald’s offering has increased 21 percent since 2019, compared to conventional fast-food burgers up 16 percent. The high cost of beef is attributed to drought that has reduced herds in addition to escalation in inputs including high interest rates, labor and feed.
As a response, chicken is now the centerpiece of sandwiches, offering taste, 
nutrition and the perception of healthfulness appreciated by consumers. Margins for QSRs are improved by offering chicken and in some chains, based on chicken servings, consistent growth through customer satisfaction as a key to profitability and expansion.
With the reality of climate change, beef will become progressively more expensive and less competitive against chicken that offers versatility in presentation in addition to profitability.