McDonald’s Corp’s recent announcement that it would use chicken raised without human antibiotics could push competitor KFC to take similar steps. The world’s largest chain of fried chicken restaurants could face pressure from consumer and environmental groups to bring changes in the ways its poultry are raised.

In order to put concerns at rest with regard to use of the drugs in meat production has increased the rise of deadly superbugs that resist treatment, McDonald’s said that within in two years, it will stop using chicken raised with antibiotics.

Retailer Costco Wholesale Corp also announced it plan to stop the sale of chicken and meat raised with antibiotics. Chick-fil-A, another chicken restaurant chain, said that around 20% of chicken it serves is raised without antibiotics. It’s another big statement was by 2019, its entire supply chain will be converted.

Both McDonald's and Yum are changing themselves as per the demand of customers, who now want healthier meals. Efforts are being made by them in order to win back young customers, who are now favoring Chipotle Mexican Grill Inc and Panera Bread Co that boasts of providing antibiotic-free meats and also ensure high-quality service.

Two years ago, sales of Yum's KFC restaurants in China were affected badly, as there were reports that many poultry farmers who supply to KFC have fed high amount of antibiotics to their chickens. Yum said that the chicken they serve in the US restaurants is of USDA high quality and free of antibiotics.

McDonald's has worked with stakeholders and environmental group Friends of the Earth to come up with its US chicken guidelines. Other groups that are working with Friends of the Earth to cut antibiotics from chicken and other meats include the Natural Resources Defense Council, Consumers Union and the Center for Food Safety.