If McDonald’s I have always doubted that he had to bring back the wrap snack, consider this: nine years after the power of fast food interrupted The article in the United States, customers continued to order it in Drive-Thrus.
These customers will not have to leave empty hands for a long time. McDonald’s announced on Tuesday that a new version of The Snack Wrap will be on sale on July 10.
McDonald’s invented snack paper – a tortilla full of chicken, lettuce, grated cheese and sauce – almost two decades ago to facilitate the consumption of its chicken. But it was too complicated for his kitchens to prepare, so The Hamburger giant Abandoned the snack envelope in the United States in 2016.
The decision devastated fans like Alicia Force, musician and administrative assistant in a secondary school in Missouri. Force tried to make snacks at home and sample alternatives from Arby and other restaurants, but nothing was the same. She therefore launched a Facebook group with 86 members urging McDonald’s to resuscitate the snack envelope.
The Baltimore banner thanks its sponsors. Become one.
Other loyal noshers have also weighed. A change. Org asking McDonald’s to bring the Wrap Snack to nearly 19,000 signatures. A Tiktok video showing a critic of American food eating snacks in Ireland – where they are still sold – have accumulated more than 1.4 million views.
It had an impact. McDonald’s began to tease a reappearance of snack envelope Earlier this year.
“We listen to our fans, and the return of Snack Wrap testifies to this,” said McDonald’s American president Joe Erlinger, to the Associated Press.
But McDonald’s has other reasons for restarting. The lower price of the snack could attract customers from inflation, who have been Eat less fast food meals In recent months. The smaller size and the Wraps tortilla box also appeal to the concern for health.
Steve Davis, a mental health advisor in Fort Lauderdale, Florida, used to buy six grilled chicken snack envelopes and keep them in his refrigerator like A take -out snack.
The Baltimore banner thanks its sponsors. Become one.
“I’m not really a fast food fan, but the snack wraps were different, as if I ate a real” envelope “. I felt like I was healthier, ”said Davis.
Snack Wraps will also help McDonald’s to compete with an increasing number of competitors. Popeyes Louisiana Kitchen presented her own chicken wraps on Monday, while Burger king And Wendy have sold them since 2023. Even the convenience store Wawa sells a chicken envelope.
“There are so many opportunities in the chicken category,” said Erlinger. Quick wood chicken sales are almost twice as much beef And develop more quickly around the world, said Erlinger.
The recovery of the snack envelope was a process of several years, said Erlinger. First, McDonald’s wanted to develop a better band of fried chicken. After several years of testing, the company based in Chicago made its debut in early May of McCrispy Strches.
McDonald’s also had to update its snack envelope tools, simplify the preparation process and train In its 13,500 American restaurants, said Erlinger.
The Baltimore banner thanks its sponsors. Become one.
“Since it was one of our most anticipated menu elements, we knew we had a chance to get it out of the park. It had to be easy to execute for the crew,” said Erlinger.
For the American return, McDonald’s offers fewer types of snacks to provide faster service. He had grilled and fried chicken options, but he only offers fried chicken in the United States for the moment. And the envelopments of relaunched snacks will only come in two flavors: ranch or spicy. The company offered additional sauces such as honey mustard and sweet Chile.
This could disappoint some fans. The strength was partial to a snack envelope with honey mustard sauce, for example. Davis has always obtained grilled chicken on his snack wraps, and he rarely went to McDonald’s after having disappeared.
McDonald’s continues to have a wider range of options Some other markets where the snacks have never left. Canada still offers grilled or fried chicken in its snack wraps, for example, as well as chicken, fish and breakfast versions. McDonald’s would not say if he plans to add more varieties of snack cellars in the United States
“We will continue to listen to our fans with regard to menu innovations,” said the company.
The Baltimore banner thanks its sponsors. Become one.
The snack envelopes return to a slow period for fast food restaurants. From January to April, fast food traffic in the United States fell 1% compared to the same period a year ago, said David Portalatin, Vice-President and Industry Advisor for Food Services at the Circana Market research firm.
McDonald’s sales with comparable stores – or sales in open locations at least a year – were down 3.6% in the first quarter of the year compared to the same period last year. Its sales with comparable stores increased by less than 1% in 2024.
Inflation is the main culprit, said Portalatin. In the first quarter of this year, the average check in a fast food restaurant in the United States increased by 41% compared to the same period in 2019, he said. The higher prices have led many Americans – especially Eat at home Instead of going out.
McDonald’s tried to counter this with a limited mcvalue menu and increased transactions. But cheaper options such as a snack envelope can also help.
The company will not say how the snack envelope will cost in the United States because prices will vary depending on the location. But Burger King prices can give a clue. In a Michigan restaurant this week, Burger King billed $ 2.99 for its crisp royal envelope, the equivalent of 310 calories with a snack envelope. Burger King’s Royal Crispy Chicken Sandwich, with a bun, a larger chicken breast and near the calories, cost $ 5.49.
The Baltimore banner thanks its sponsors. Become one.
Portalatin said that the snack options of McDonald’s and others also reflect Americans Change catering habits. More people choose to eat smaller meals throughout the day instead of having breakfast, lunch and dinner in their traditional time.
“The consumer does not think of things in the neat buckets that we, as marketing specialists, love them,” said Portalatin. “We like to say:” This opportunity is lunch and they are food for lunch “. The consumer simply says: “I’m hungry.
It was certainly true for Force, who said that she had good memories to pick up a snack envelope after school in adolescence. She can’t wait to do this part of her routine once again.
“I hope they will come back and they have the same taste, and they no longer break my hearts, very frankly,” she said.
