McDonald's to Reintroduce Snack Wraps in July
McDonald’s is set to return its beloved snack wraps to U.S. restaurants on July 10, 2023. This decision comes as the fast-food giant seeks innovative ways to boost its sales after reporting a decline in same-store sales—down 3.6%—during the first quarter of the year. The company hopes reviving this fan-favorite item will reinvigorate customer interest and help improve performance.
A Nostalgic Comeback
Snack wraps, which were first introduced nearly two decades ago, were phased out in 2016 due to operational challenges they posed in McDonald’s kitchens. Franchisees maintained some availability until 2020, when the onset of the Covid-19 pandemic led to an extensive menu cutback aimed at streamlining service. Snack wraps disappeared from menus alongside salads and parfaits.
Customer Demand Drives Return
For years, McDonald’s customers have persistently called for the return of the snack wraps. They have expressed their desire through social media petitions, inquiries at drive-thrus, and frequent messages on the company’s official channels. The reintroduction of this item reflects McDonald’s responsiveness to consumer demand and a drive to adapt its offerings to better align with customer preferences.
New Recipe and Flavors
This time around, snack wraps will feature McCrispy Strips, a new menu item introduced nationwide in May. The wraps will be available in two flavors—spicy and ranch. According to Chris Kempczinski, the CEO of McDonald’s, there is clear market interest in snack wraps, emphasizing the company’s commitment to meet the evolving needs of its customers.
Expanding Chicken Offerings
The reintroduction of snack wraps is part of McDonald’s broader strategy to diversify its protein offerings, moving beyond its traditional beef-based menu to embrace the growing popularity of chicken. This shift has been influenced by the success of competitors like Chick-fil-A, Popeyes, and Raising Cane’s, all of whom have capitalized on the chicken market in recent years.
The Chicken Wars Intensify
With McDonald’s announcement, the stage is set for a new chapter in the so-called
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