McDonald’s has announced that its popular Snack Wrap will make a comeback in 2025, a highly anticipated return confirmed by U.S. president Joe Erlinger during an appearance on “Good Morning America.” Erlinger acknowledged the product’s dedicated fan base, stating, “It has a cult following. I can get so many emails in my inbox about this product.” However, he did not disclose the specific launch date for competitive reasons.
Originally launched in 2006 at a price of $1.29, the Snack Wrap comprised chicken breast meat, cheddar jack cheese, lettuce, and ranch sauce, all wrapped in a tortilla. McDonald’s aimed to cater to the fast-paced lifestyles of its customers with this innovative menu item. Unfortunately, despite its popularity, the Snack Wrap was phased out of most U.S. locations by 2016 due to its lengthy preparation time and operational inefficiencies. Some locations continued to serve it until 2020.
The Snack Wrap continues to thrive in international markets, with McDonald’s Canada recently unveiling a refreshed lineup of McWrap and Chicken Snack Wrap options, featuring flavors like Zesty Lime and Spicy Buffalo Chicken. In the U.K., similar options are also available.
In light of growing chicken sales, which now rival those of beef, McDonald’s sees significant growth potential in its chicken offerings. CEO Chris Kempczinski mentioned the opportunity to expand in this category, especially as it is larger and growing faster than the beef segment globally. Notable products releasing in recent years include Spicy McNuggets and the McCrispy Chicken Sandwich, which has generated significant revenue across various markets.
The return of the Snack Wrap is strategically aimed at attracting value-driven customers, coinciding with McDonald’s upcoming McValue platform. This new initiative, set to launch in January, will feature meal deals, in-app promotions, and other value offers.
As the Snack Wrap re-enters the market, it will face competition from Burger King’s Royal Crispy Wraps and recently revamped Fried Chicken Wraps from KFC, highlighting the growing demand for value items in the fast-food industry.
With the impending return of this treasured menu item, fans of McDonald’s Snack Wrap can look forward to its comeback and anticipate a new era of chicken offerings that cater to their tastes and budgets.
In summary, McDonald’s is capitalizing on the rise of chicken products by reintroducing the Snack Wrap, waiting to see how it will compete with similar offerings from rivals, while also focusing on value-driven customers. This strategic move may well excite loyal fans and attract new customers to the franchise in 2025.