<p>Fast food giant aiming to increase share of global chicken market as rising cost of beef hits profits</p><p>McDonald’s is betting on fried chicken as health concerns and the rising price of beef shift dining habits.</p><p>The company said that it aimed to take an extra 1.5 percentage point-share of the global chicken market by 2030, with an aim to increase its share of drinks by the same proportion. McDonald’s said the growth in chicken, a lower-priced protein, would not come at the expense o