This is going to be an ongoing quandary - creating new product excitement without screwing up the menu.
Part of a new product or LTO launch is getting as much free press as possible. In this case, the Chicken Big Mac is getting a ton of ink.
But this just whets the appetites of the media and encourages them to constantly pressure management for new product news.
And if the CEO can take all the credit, all the better. To cover up his lack of experience in the restaurant industry, he can instead become known as a connoisseur of new products.
And new products you shall have.