McDonald’s Reintroduces Snack Wraps to U.S. Restaurants
McDonald's is set to bring back the popular snack wrap to its U.S. locations starting July 10. This move aims to reignite customer interest and improve sales following a decline in the first quarter.
Background and Discontinuation
The snack wrap originally debuted nearly 20 years ago but was discontinued in 2016 due to concerns over its impact on kitchen efficiency. While some franchisees continued offering it until 2020, the item was ultimately removed alongside salads and parfaits during pandemic-driven menu simplifications designed to streamline service.
Customer Demand and Market Response
Throughout the years, customers have persistently expressed their desire to see the snack wrap return, sparking online petitions and frequent social media inquiries. The decision to revive the product correlates with McDonald's recent financial challenges, including a 3.6% decline in U.S. same-store sales during the first quarter.
Product Details and Menu Strategy
The new snack wraps will feature McDonald's McCrispy Strips, which became widely available nationwide in May. Two flavors will be offered: spicy and ranch. According to McDonald's CEO, the company recognizes ongoing consumer interest and aims to meet evolving customer preferences.
The Growing Chicken Segment and Industry Competition
McDonald's reintroduction of the snack wrap is part of a broader strategy to expand its chicken offerings, capitalizing on the burgeoning popularity of chicken in the fast-food industry. Competitors such as Chick-fil-A, Popeyes, and Raising Cane’s have driven significant growth in this category.
In parallel, Popeyes recently launched its own limited-time chicken wraps featuring tortillas inspired by its signature biscuits, signaling heightened competition in what is being referred to as the 'chicken wars.'
Key Takeaways
- McDonald’s snack wraps return on July 10 featuring McCrispy Strips in spicy and ranch flavors.
- The item was discontinued in 2016 but has enjoyed sustained customer demand.
- Return aligns with attempts to reverse a 3.6% sales decline in Q1.
- Part of McDonald’s strategic focus on expanding chicken offerings amid fierce industry competition.
