McDonald's has announced the return of the Snack Wrap, a long-time customer favorite, in a revamped form as part of their new McCrispy line. The reintroduction, revealed on December 6, 2023, marks the wrap's comeback with a contemporary update featuring the crispy McCrispy chicken tender.
Initially, a staple in McDonald's menu from 2006 to 2016, the Snack Wrap's discontinuation was met with disappointment from fans, making its return a notable event for the fast-food chain.
Revamp Version of McDonald's Snack Wrap
McDonald's is revamping its menu with the reintroduction of the Snack Wrap, but with a new approach, as part of their McCrispy line. This new version reimagines the original Snack Wrap, which was a combination of grilled or crispy chicken, lettuce, cheese, and sauce wrapped in a soft tortilla.
The new wrap is expected to have noticeable changes from the original Snack Wrap. These updates reflect McDonald's strategy to renew a menu item that didn't meet the anticipated customer interest in the past.
While the new McCrispy Wrap is not an exact copy of the original Snack Wrap, it aims to capture its essence and offer a similar experience to its longtime fans.
The exact timeline for the release of the updated Snack Wrap is still unclear. McDonald's plans to roll out the McCrispy line, which will include the Snack Wrap, to nearly all global markets by 2025.
McDonald's Chief Global Marketing Officer, Morgan Flatley, emphasized the importance of strategic timing in launching new products to maximize impact. During a December 6, 2023, earnings call, Flatley discussed the company's approach to developing the McCrispy brand and expanding its chicken offerings in the U.S. The goal is to create a synergistic effect where the combined elements yield a greater impact.
In line with this, McDonald's had announced plans to expand its chicken products during an all-investor conference. The company stated that its chicken segment now rivals its beef offerings in size, indicating a significant shift in its product focus.
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McDonald's Snack Wrap: Why Discontinued?
McDonald's first made the Snack Wrap 2006 to draw younger, health-conscious customers. Consumers weren't interested in the choice, and employees complained that it was hard to understand. In light of these factors, many believed the McDonald's snack wrap would never return.
Workers apparently couldn't make the Snack Wrap because the tortillas had to be steamed just for the customer, and the chicken had to be cut to fit inside the wrap perfectly. Later, the wrap had to be rolled up tightly, which was too much work for fast food workers to do quickly.
These factors, combined with its lower purchase rate than other menu items, led to its removal in 2016. Somewhat unclear is how the McCrispy version will vary from the original Snack Wrap, but how it's made will likely be different to make things easier for the staff.
McDonald's offers over 100 foods, including Sausage McGriddles, salads, and chicken sandwiches. It offers fast food, healthy options, and a secret menu. This differs from McDonald's simpler menu 60 years ago.
McDonald's began as a barbecue restaurant in the 1940s, but Ray Kroc altered it to provide a simpler menu like In-N-Out Burger at different prices in the 1950s. McDonald's prioritizes retaining what works without making unneeded adjustments.
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