McDonald’s has officially announced the return of its iconic Snack Wrap, set to hit the menu again in 2025, a decision confirmed by U.S. President Joe Erlinger on “Good Morning America.” Enthusiasm for the Snack Wrap has remained high, as evidenced by the numerous emails Erlinger receives from devoted fans of the product. However, he did not disclose an exact return date for competitive reasons.
Originally launched in 2006 at a price of $1.29, the Snack Wrap features a combination of chicken breast, cheddar jack cheese, lettuce, and ranch sauce wrapped in a tortilla. Ralph Alvarez, then president of McDonald’s North America, explained that the Snack Wrap was designed to cater to busy customers seeking quality food made from premium ingredients.
Despite its popularity, the Snack Wrap was removed from many U.S. locations in 2016 due to inefficiencies in its preparation, with some menus still offering it until 2020. Currently, Snack Wraps are available in various international markets, such as Canada and the U.K., with local adaptations that include flavors like Zesty Lime and Spicy Buffalo Chicken.
Erlinger emphasized the importance of chicken within McDonald’s offerings, which are now enjoying sales on par with their beef counterparts. This insight aligns with McDonald’s strategic focus on expanding its chicken lineup, including the launch of popular items like Spicy McNuggets and the McCrispy Chicken Sandwich, both of which have enjoyed significant success.
Additionally, the return of the Snack Wrap coincides with McDonald’s initiative to cater to value-seeking customers. The brand plans to introduce a new U.S. value platform called McValue in January, which will feature meal deals and various promotions, reflecting the growing trend toward affordable menu items.
With the anticipated return of the Snack Wrap, McDonald’s faces competition from Burger King’s Royal Crispy Wraps and KFC’s Fried Chicken Wraps, showcasing an increasing consumer interest in chicken-based offerings.
In summary, the revival of the Snack Wrap not only reflects McDonald’s commitment to listening to its customers but also highlights a broader trend in the fast-food industry toward value and chicken-centric menus. The excitement surrounding this return is a positive indicator for the brand, potentially drawing in loyal customers who have long missed this beloved item.