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Chicago Tribune
7 days ago
- Business
- Chicago Tribune
Snack Wrap unwrapped: Here's why McDonald's is bringing back a fan favorite on July 10
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. McDonald's invented the Snack Wrap — a tortilla full of chicken, lettuce, shredded cheese and sauce — almost two decades ago to make it easier to eat its chicken on the go. But it was too complicated for its kitchens to prepare, so the burger giant abandoned the Snack Wrap in the U.S. in 2016. The decision devastated fans like Alicia Force, a musician and administrative assistant at a high school in Missouri. Force tried to make Snack Wraps at home and sampled alternatives from Arby's and other restaurants, but nothing was the same. So she started a Facebook group with 86 members urging McDonald's to resurrect the Snack Wrap. Other loyal noshers weighed in too. A petition asking McDonald's to bring back the Snack Wrap has nearly 19,000 signatures. A TikTok video showing a U.S. food reviewer eating Snack Wraps in Ireland — where they're still sold — racked up more than 1.4 million views. It had an impact. McDonald's began teasing a Snack Wrap reappearance earlier this year. 'We listen to our fans, and the Snack Wrap's return is a testament to that,' McDonald's U.S. President Joe Erlinger told The Associated Press. But McDonald's has other reasons for the reboot. The Snack Wrap's lower price point 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. Steve Davis, a mental health counselor in 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. Snack Wraps 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. 'There's so much opportunity in the chicken category,' Erlinger said. Fast-food chicken sales are nearly twice the size of beef and are growing more quickly across the globe, Erlinger said. 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, Erlinger said. '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,' Erlinger said. 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. That could disappoint some fans. Force was partial to a Snack Wrap with honey mustard sauce, for example. Davis always got grilled chicken on his Snack Wraps, and he rarely went to McDonald's after they disappeared. McDonald's continues to have a wider range of options in some other markets where Snack Wraps never went away. Canada still offers grilled or fried chicken in its Snack Wraps, for example, as well as chicken, fish and breakfast versions of full-sized wraps. McDonald's wouldn't say if it plans to add more Snack Wrap varieties in the U.S. 'We'll continue listening to our fans when it comes to menu innovations,' the company said. Snack Wraps are returning 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 – or sales at locations open at least a year – were down 3.6% in the first quarter of the year compared to the same period last year. Its same-store sales grew less than 1% in 2024. Inflation is the main culprit, Portalatin said. In the first quarter of this year, the average check at a U.S. fast-food restaurant was up 41% from the same period in 2019, he said. The higher prices have led many Americans – especially middle- to lower-income families – to eat at home instead of going out. McDonald's has tried to counter that with a limited McValue menu and increased deals. But less expensive options like a Snack Wrap may also help. The company won't say how much the Snack Wrap will cost in the U.S. because prices will vary by location. But Burger King's prices may give a clue. At a Michigan restaurant this week, Burger King charged $2.99 for its Royal Crispy Wrap, the 310-calorie equivalent of a Snack Wrap. Burger King's Royal Crispy Chicken sandwich, with a bun, a larger chicken breast and nearly twice the calories, cost $5.49. Portalatin said snack-sized options from McDonald's and others also reflect Americans' changing dining habits. More people are choosing to eat smaller meals throughout the day instead of having having breakfast, lunch and dinner at their traditional times. 'The consumer doesn't think about things in the neat buckets that we as marketers like to think about them,' Portalatin said. '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?'' That was certainly true for Force, who said she has fond memories of picking up a Snack Wrap after school as a teenager. She's looking forward to making that part of her routine once more. 'Hopefully, they come back and they taste the same, and they don't break my heart again, quite frankly,' she said.
Mint
03-06-2025
- Business
- Mint
McDonald's just announced the Snack Wrap comeback — Here's what's missing
Nine years after discontinuing the fan-favorite Snack Wrap in the US, McDonald's is officially bringing it back. The fast-food giant announced on Tuesday (June 3) that a revamped version of the Snack Wrap will hit US menus starting July 10. Despite being off the menu since 2016, the Snack Wrap never disappeared from customer cravings. Some fans continued trying to order it at drive-thrus, while others launched online campaigns. 'We listen to our fans, and the Snack Wrap's return is a testament to that,' said McDonald's US President Joe Erlinger in an interview with The Associated Press. One of those fans is Alicia Force, a musician and high school administrative assistant from Missouri, who even started a Facebook group urging McDonald's to bring the item back. Force said she tried everything, even making them at home. But nothing was the same. A petition garnered nearly 19,000 signatures, and a viral TikTok video of a food reviewer eating a Snack Wrap in Ireland — where they were never discontinued — racked up more than 1.4 million views. McDonald's began teasing the return earlier this year. McDonald's is tweaking the menu for a smoother rollout. Only fried chicken Snack Wraps will be offered in the US, with two sauce options: Ranch and Spicy. The previous grilled chicken version and sauces like honey mustard won't be part of the initial relaunch. 'We knew we had one chance to knock it out of the park,' Erlinger said. 'It had to be easy for crew to execute.' The comeback also follows years of internal development. McDonald's debuted a new peppery fried chicken strip — McCrispy Strips — in May, which will be used in the wraps. The revival comes amid rising competition in the chicken category. Popeyes just launched its own chicken wraps, while Burger King, Wendy's, and even convenience store chain Wawa already offer similar items. 'There's so much opportunity in the chicken category,' Erlinger said. The Snack Wrap's smaller size and tortilla casing appeal to health-conscious consumers, while its lower price could lure back inflation-weary diners. While McDonald's hasn't revealed official pricing, similar wraps at competitors like Burger King cost around $2.99 — less than many full-size sandwiches. The US will see a limited release compared to global menus. In Canada, for instance, Snack Wraps are still sold with grilled or fried chicken and include fish and breakfast wrap options. McDonald's hasn't confirmed whether the US will get expanded flavors in the future, but said: 'We'll continue listening to our fans when it comes to menu innovations.' (with AP inputs)
Yahoo
03-06-2025
- Business
- Yahoo
McDonald's finally unveils Snack Wrap release date after Popeyes launches competitor
The McDonald's Snack Wrap is officially returning in July. The fast food chain previously teased in a post on X that the beloved, discontinued menu item would be returning on the 14th of an unknown month. However, on Tuesday, the chain announced that it would be returning on July 10. 'Snack wrap 07.10.2025,' the post read. In a follow-up post, the account admin added: 'I know I posted 0x.14.2025 a few weeks ago but I wanted to see if they could come back even sooner. so I asked the boss and he said OKAY LETS DO IT?!?!!' The Snack Wrap was first introduced to the McDonald's menu in 2006 and consists of either grilled or crispy chicken, lettuce, shredded cheese, and ranch or honey mustard inside a tortilla. The Snack Wrap was so popular when it launched that it was credited with boosting the chain's sales. In 2016, the company discontinued the wraps in restaurants in the United States, saying they were too complicated to make. The news of the Snack Wrap's release date comes one day after another fast-food chain, Popeyes, announced it would be adding crispy chicken wraps to its menu. Starting Monday, Popeyes added three chicken wraps to their menu, which are available in classic, spicy, and honey mustard for $3.99 each. Similar to the Snack Wrap, Popeyes' wraps are made with crispy chicken strips, lettuce, shredded cheese, and pickles in a warm tortilla, the chain says. Each wrap will also come with its own sauce — the Classic wrap with mayonnaise, the Spicy wrap with spicy mayonnaise, and the Honey Mustard wrap with honey mustard. McDonald's USA president Joe Erlinger discussed returning the menu item during an appearance on Good Morning America in December 2024. 'The Snack Wrap will be back in 2025,' Erlinger said. 'This has a cult following. I get so many emails into my inbox about this product. It will be back in 2025.' However, Erlinger wouldn't reveal the exact date 'for competitive reasons.' Although Erlinger didn't say exactly when the Snack Wrap will be available, the company seemingly hinted at its return as early as December 2023. 'This includes plans to offer McCrispy in nearly all markets around the world by the end of 2025 and to expand McCrispy into wraps and tenders. These planned innovations and new menu offerings reflect the Company's ability to test and scale quickly to serve customers,' McDonald's announced during an investor conference at the time.
03-06-2025
- Business
McDonald's confirms date of Snack Wrap's return
McDonald's is bringing back the fan-favorite Snack Wrap this summer. The fast food chain's official X account posted the Snack Wrap's release date Tuesday, writing, "snack wrap 07.10.2025." Originally introduced in the mid-2000s, the Snack Wrap -- a chicken strip or tender, shredded lettuce, cheese and sauce wrapped in a soft flour tortilla -- quickly became a fan favorite before being discontinued in the United States in 2016. McDonald's USA President Joe Erlinger threw Snack Wrap fans into a frenzy when he announced on " Good Morning America" in December 2024 that the Snack Wrap would be back on McDonald's menus in 2025. At the time, Erlinger acknowledged the product's near-mythical status among fans, saying, "It has a cult following."
The Hill
03-06-2025
- Business
- The Hill
Snack Wrap unwrapped: Here's why McDonald's is bringing back a fan favorite on July 10
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. McDonald's invented the Snack Wrap — a tortilla full of chicken, lettuce, shredded cheese and sauce — almost two decades ago to make it easier to eat its chicken on the go. But it was too complicated for its kitchens to prepare, so the burger giant abandoned the Snack Wrap in the U.S. in 2016. The decision devastated fans like Alicia Force, a musician and administrative assistant at a high school in Missouri. Force tried to make Snack Wraps at home and sampled alternatives from Arby's and other restaurants, but nothing was the same. So she started a Facebook group with 86 members urging McDonald's to resurrect the Snack Wrap. Other loyal noshers weighed in too. A petition asking McDonald's to bring back the Snack Wrap has nearly 19,000 signatures. A TikTok video showing a U.S. food reviewer eating Snack Wraps in Ireland — where they're still sold — racked up more than 1.4 million views. It had an impact. McDonald's began teasing a Snack Wrap reappearance earlier this year. 'We listen to our fans, and the Snack Wrap's return is a testament to that,' McDonald's U.S. President Joe Erlinger told The Associated Press. But McDonald's has other reasons for the reboot. The Snack Wrap's lower price point 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. Steve Davis, a mental health counselor in 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. Snack Wraps 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. 'There's so much opportunity in the chicken category,' Erlinger said. Fast-food chicken sales are nearly twice the size of beef and are growing more quickly across the globe, Erlinger said. 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, Erlinger said. '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,' Erlinger said. 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. That could disappoint some fans. Force was partial to a Snack Wrap with honey mustard sauce, for example. Davis always got grilled chicken on his Snack Wraps, and he rarely went to McDonald's after they disappeared. McDonald's continues to have a wider range of options in some other markets where Snack Wraps never went away. Canada still offers grilled or fried chicken in its Snack Wraps, for example, as well as chicken, fish and breakfast versions of full-sized wraps. McDonald's wouldn't say if it plans to add more Snack Wrap varieties in the U.S. 'We'll continue listening to our fans when it comes to menu innovations,' the company said. Snack Wraps are returning 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 – or sales at locations open at least a year – were down 3.6% in the first quarter of the year compared to the same period last year. Its same-store sales grew less than 1% in 2024. Inflation is the main culprit, Portalatin said. In the first quarter of this year, the average check at a U.S. fast-food restaurant was up 41% from the same period in 2019, he said. The higher prices have led many Americans – especially middle- to lower-income families – to eat at home instead of going out. McDonald's has tried to counter that with a limited McValue menu and increased deals. But less expensive options like a Snack Wrap may also help. The company won't say how much the Snack Wrap will cost in the U.S. because prices will vary by location. But Burger King's prices may give a clue. At a Michigan restaurant this week, Burger King charged $2.99 for its Royal Crispy Wrap, the 310-calorie equivalent of a Snack Wrap. Burger King's Royal Crispy Chicken sandwich, with a bun, a larger chicken breast and nearly twice the calories, cost $5.49. Portalatin said snack-sized options from McDonald's and others also reflect Americans' changing dining habits. More people are choosing to eat smaller meals throughout the day instead of having having breakfast, lunch and dinner at their traditional times. 'The consumer doesn't think about things in the neat buckets that we as marketers like to think about them,' Portalatin said. '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?'' That was certainly true for Force, who said she has fond memories of picking up a Snack Wrap after school as a teenager. She's looking forward to making that part of her routine once more. 'Hopefully, they come back and they taste the same, and they don't break my heart again, quite frankly,' she said.
