McDonald’s Brings Back Snack Wrap

Introduction to the Return of the Snack Wrap

McDonald’s decision to bring back the fan-favorite Snack Wrap on July 10 is a testament to the power of customer feedback and the brand’s commitment to listening to its fans. Nine years after the item was discontinued in the U.S., customers have continued to order it at drive-thrus, showing the enduring popularity of the menu item.

The History of the Snack Wrap

The Snack Wrap, a tortilla filled with chicken, lettuce, shredded cheese, and sauce, was invented by McDonald’s almost two decades ago to make it easier for customers to eat chicken on the go. However, the item was too complicated for McDonald’s kitchens to prepare, leading to its discontinuation in the U.S. in 2016. Despite this, fans of the Snack Wrap, such as Alicia Force, a musician and administrative assistant from Missouri, have continued to clamor for its return. Force even started a Facebook group with 86 members urging McDonald’s to bring back the Snack Wrap.

Customer Demand and the Decision to Bring Back the Snack Wrap

The demand for the Snack Wrap’s return was not limited to Force’s Facebook group. A Change.org petition asking McDonald’s to bring back the Snack Wrap has nearly 19,000 signatures, and a TikTok video showing a U.S. food reviewer eating Snack Wraps in Ireland, where they are still sold, has racked up over 1.4 million views. These efforts had an impact, with McDonald’s beginning to tease the Snack Wrap’s reappearance earlier this year. According to McDonald’s U.S. President Joe Erlinger, "We listen to our fans, and the Snack Wrap’s return is a testament to that."

By DEE-ANN DURBIN, AP Business Writer

If McDonald’s ever doubted it needed to bring back the Snack Wrap, consider this: Nine years after the fast-food powerhouse discontinued the item in the U.S., customers have continued to order it at drive-thrus.

Those customers won’t have to leave empty-handed for long. On Tuesday, McDonald’s announced that a new version of the Snack Wrap will go on sale July 10.

Reasons for the Snack Wrap’s Return

McDonald’s has other reasons for bringing back the Snack Wrap. The item’s lower price point could lure back inflation-weary customers who have been eating fewer fast-food meals in recent months. The wrap’s smaller size and tortilla casing also appeal to health-conscious consumers. Steve Davis, a mental health counselor from Fort Lauderdale, Florida, used to buy six grilled chicken Snack Wraps at a time and keep them in his fridge as a grab-and-go snack. "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," Davis said.

Competition and Market Trends

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. According to Erlinger, "There’s so much opportunity in the chicken category." Fast-food chicken sales are nearly twice the size of beef and are growing more quickly across the globe.

Preparation for the Snack Wrap’s Return

Reviving the Snack Wrap was a years-long process, Erlinger said. First, McDonald’s wanted to develop a better fried chicken strip. After several years of testing, the Chicago-based company debuted its peppery McCrispy Strips in early May. McDonald’s also had to update its Snack Wrap tools, simplify the preparation process, and train workers at its 13,500 U.S. restaurants.

Changes to the Snack Wrap

For the U.S. comeback, McDonald’s is offering fewer kinds of Snack Wraps to ensure faster service. It used to have both grilled and fried chicken options, but it’s only offering fried chicken in the U.S. for now. And the relaunched Snack Wraps will only come in two flavors: Ranch or Spicy. The company used to offer additional sauces like honey mustard and sweet chili. This could disappoint some fans, such as Force, who was partial to a Snack Wrap with honey mustard sauce.

Market Performance and Consumer Trends

The Snack Wrap’s return comes at a sluggish period for fast-food restaurants. From January through April, U.S. fast-food traffic was down 1% compared to the same period a year ago, said David Portalatin, a senior vice president and industry advisor for food service at market research firm Circana. 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, Portalatin said. The higher prices have led many Americans, especially middle- to lower-income families, to eat at home instead of going out.

Conclusion

The return of the Snack Wrap is a significant move for McDonald’s, driven by customer demand and the brand’s commitment to listening to its fans. With its lower price point, smaller size, and tortilla casing, the Snack Wrap is poised to appeal to health-conscious consumers and inflation-weary customers. As the fast-food market continues to evolve, McDonald’s is adapting to changing consumer trends and preferences.

FAQs

1. When is the Snack Wrap returning to McDonald’s?
   The Snack Wrap is returning to McDonald’s on July 10.
2. Why did McDonald’s bring back the Snack Wrap?
   McDonald’s brought back the Snack Wrap due to customer demand and the brand’s commitment to listening to its fans.
3. What changes have been made to the Snack Wrap?
   The relaunched Snack Wraps will only come in two flavors: Ranch or Spicy, and will only offer fried chicken in the U.S. for now.
4. How much will the Snack Wrap cost?
   The price of the Snack Wrap will vary by location, but it is expected to be a lower-priced option.
5. What does the return of the Snack Wrap mean for McDonald’s and the fast-food market?
   The return of the Snack Wrap is a significant move for McDonald’s, driven by customer demand and the brand’s commitment to listening to its fans. It also reflects changing consumer trends and preferences in the fast-food market.