McDonald’s has made the decision to reinstate the Snack Wrap after nine years since its absence in the U.S., following continuous demand from dedicated customers who sought the tasty item at drive-thrus. The beloved product makes its return on July 10, offering a revised take on the popular snack.
The Snack Wrap was originally introduced nearly twenty years ago as a convenient meal option, comprising a tortilla filled with chicken, lettuce, shredded cheese, and sauce. Despite its appeal, McDonald’s found it challenging to prepare in their kitchens, leading to its discontinuation in the U.S. in 2016.
The removal of the Snack Wrap left a void among its fan base, prompting individuals like Alicia Force from Missouri to experiment with creating their own versions at home. Dissatisfied with alternatives from other restaurants, Force launched a Facebook campaign to bring back the Snack Wrap, connecting with 86 fellow enthusiasts.
A movement developed across multiple platforms, with nearly 19,000 people signing a Change.org petition and a TikTok video featuring a food reviewer enjoying Snack Wraps in Ireland garnering over 1.4 million views, which led McDonald’s to consider a comeback.
McDonald’s decided to reintroduce the Snack Wrap in part due to its fan-driven demand, which U.S. President Joe Erlinger confirmed, but also as a strategic response to economic conditions. The affordable price of the Snack Wrap serves to attract price-sensitive customers amid rising inflation, providing them with a lighter, healthier meal option compared to traditional fast-food offerings.
The Snack Wrap is poised to strengthen McDonald’s position within the competitive fast-food landscape, particularly against rivals entering the chicken wrap market, such as Popeyes alongside existing players like Burger King and Wendy’s.
The resurgence of the Snack Wrap took years of preparation. Significant effort went into enhancing their fried chicken strips, which culminated in the launch of the McCrispy Strips in May. McDonald’s revamped its preparation process and trained staff across its vast network of U.S. outlets to ensure product quality and service efficiency.
For its U.S. return, McDonald’s has simplified the menu to offer only fried chicken with either ranch or spicy sauce options, eliminating the previous variety like grilled chicken and other sauces, which might disappoint some loyal fans.
The food chain maintains differing options internationally, such as in Canada, where Snack Wraps include both grilled and fried chicken and additional choices like fish and breakfast wraps. McDonald’s has not disclosed intentions to expand U.S. flavor offerings.
The return of the Snack Wrap coincides with a challenging period for fast-food businesses in the U.S., marked by a slight decline in customer traffic due to economic pressures. Fast-food costs continue to climb, prompting many consumers, particularly those from middle- and lower-income brackets, to opt for home-cooked meals.
McDonald’s has responded to these trends with a value menu and appealing deals while anticipating that the Snack Wrap’s reintroduction might further attract customers looking for cost-effective and satisfying dining options.
The exact pricing of the Snack Wrap remains incomparable, with potential insights provided by Burger King’s similar offering, priced around $2.99, against more calorie-dense alternatives on their menu.
This snack-sized offering meets evolving consumer preferences, reflecting a broader trend towards more frequent but smaller meals throughout the day, diverging from traditional, fixed mealtime schedules.
Enthusiasts like Alicia Force are eager to reestablish their favorite dining habits, looking forward to renewing their connection with the Snack Wrap. As she puts it, she hopes they will retain the familiar taste she fondly remembers.