McDonald’s Corporation has unveiled the Chicken Big Mac, a variation on its iconic Big Mac sandwich that replaces beef patties with tempura-battered chicken.

The fast-food giant has partnered with Twitch streamer Kai Cenat to promote its launch.

“We’re excited to pay homage to one of our most iconic menu items, the Big Mac, and introduce it to a whole new generation of fans,” said Tariq Hassan, Chief Marketing and Customer Experience Officer at McDonald’s USA, in a press release.

The Chicken Big Mac features two chicken patties, lettuce and Big Mac sauce, mirroring the structure of its beef counterpart.

In a strategic marketing approach, McDonald’s has enlisted Cenat to participate in a taste test, comparing the new Chicken Big Mac to the original beef version. The company plans to broadcast this event on social media, leveraging Cenat’s popularity among younger consumers.

“By tapping into some of our fans’ biggest passions, from dupe culture to live-streaming, we’re able to serve up more than just a sandwich,” Hassan explained the strategy.

Cenat holds the record for most all-time Twitch subscribers, at over 300,000, from a “subathon” stream in 2022. His collaboration with Kevin Hart in May catapulted him to the position of most-subscribed streamer on Twitch before losing it to Ironmouse in September.

Cenat avoided prosecution after paying $55,000 in restitution related to a chaotic August 2023 giveaway event he promoted in New York City’s Union Square,

The Chicken Big Mac’s initial rollout is limited to select markets. Starting October 10, the sandwich will be available in stores across Harrisburg, Lancaster, and York. 

McDonald’s has not announced plans for a nationwide release.