McDonald’s Brings Back the Snack Wrap: A Customer Favourite Returns to Menus
In a move that is sure to delight fans of the popular fast-food chain, McDonald’s has announced that it will be bringing back the Snack Wrap, a customer favourite that was discontinued in the US nine years ago. The new version of the Snack Wrap will be available from July 10, and will feature a tortilla filled with chicken, lettuce, shredded cheese, and sauce.
According to reporting by the Associated Press, McDonald’s invented the Snack Wrap nearly two decades ago as a convenient way for customers to eat its chicken on the go. However, the burger giant eventually discontinued the item in the US due to complications in its kitchens. Despite this, customers have continued to order the Snack Wrap at drive-thrus, and a dedicated fan base has been urging the company to bring it back.
As McDonald’s US President Joe Erlinger told the Associated Press, “We listen to our fans, and the Snack Wrap’s return is a testament to that.” The company has been teasing the Snack Wrap’s reappearance earlier this year, and Erlinger stated that the process of reviving the Snack Wrap was a years-long effort.
One of the main reasons for the reboot is the Snack Wrap’s lower price point, which could lure back inflation-weary customers who have been eating fewer fast-food meals in recent months. The wraps’ smaller size and tortilla casing also appeal to the health-conscious. As Steve Davis, a mental health counsellor in Fort Lauderdale, Florida, noted, “I’m not actually a fast-food fan, but Snack Wraps felt different, like I was eating an actual ‘wrap.’ I felt like I was being healthier.”
The Snack Wrap’s return will also help McDonald’s compete with a growing number of rivals. Popeyes Louisiana Kitchen introduced its own chicken wraps on Monday, while Burger King and Wendy’s have sold them since 2023. Even the convenience store chain Wawa sells a chicken wrap. Erlinger stated that “there’s so much opportunity in the chicken category,” and that fast-food chicken sales are nearly twice the size of beef and are growing more quickly across the globe.
The relaunched Snack Wraps will only come in two flavours: Ranch or Spicy, and will feature fried chicken. This may disappoint some fans who were partial to other sauces or grilled chicken options. However, McDonald’s continues to have a wider range of options in some other markets where Snack Wraps never went away. Canada, for example, still offers grilled or fried chicken in its Snack Wraps, as well as chicken, fish, and breakfast versions of full-sized wraps.
The return of the Snack Wrap comes at a sluggish period for fast-food restaurants. According to data from Circana, US fast-food traffic was down 1% compared to the same period a year ago. McDonald’s same-store sales were down 3.6% in the first quarter of the year compared to the same period last year. Inflation is the main culprit, with the average check at a US fast-food restaurant up 41% from the same period in 2019.
McDonald’s has tried to counter this with a limited McValue menu and increased deals. However, less expensive options like the Snack Wrap may also help. As David Portalatin, a senior vice president and industry advisor for food service at Circana, noted, “The consumer doesn’t think about things in the neat buckets that we as marketers like to think about them. We like to say, ‘This occasion is lunch and these are lunch foods.’ The consumer simply says, ‘I’m hungry. What time is it? Where am I?'”
For fans like Alicia Force, a musician and administrative assistant at a high school in Missouri, the return of the Snack Wrap is a dream come true. Force started a Facebook group with 86 members urging McDonald’s to resurrect the Snack Wrap, and she has fond memories of picking up a Snack Wrap after school as a teenager. As she said, “Hopefully, they come back and they taste the same, and they don’t break my heart again, quite frankly.”
The Snack Wrap’s return is a testament to the power of customer feedback and the importance of listening to fans. As Erlinger stated, “With this being one of our most highly anticipated menu items, we knew we had one chance to knock it out of the park. It had to be easy for crew to execute.” With the Snack Wrap’s relaunch, McDonald’s is hoping to satisfy its customers and drive sales in a competitive fast-food market.
Circana provided data that showed Americans are changing their dining habits. Portalatin said snack-sized options from McDonald’s and others also reflect Americans’ changing dining habits, with more people choosing to eat smaller meals throughout the day instead of having traditional meals.
McDonald’s won’t say how much the Snack Wrap will cost in the US, as prices will vary by location. However, Burger King’s prices may give a clue, with its Royal Crispy Wrap costing $2.99 at a Michigan restaurant this week.
McDonald’s continues to innovate its menu and provide customers with a wider range of options, while keeping an ear to the ground for customer feedback. As the company said, “We’ll continue listening to our fans when it comes to menu innovations.”
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