McDonald's Snack Wrap Returns Nationwide, by Popular Demand, After Nearly a Decade Off Menus

WCTU - McDonald's confirmed Tuesday that its once-discontinued Snack Wrap will return to U.S. menus starting July 10, marking the end of a nearly nine-year hiatus for one of its most requested items. The company aims to reintroduce the popular item to revitalize sluggish domestic sales and appeal to budget-conscious consumers.

"We listen to our fans, and the Snack Wrap’s return is a testament to that," said Joe Erlinger, president of McDonald's USA, in a statement to the Associated Press. The item, which features a McCrispy Strip, shredded lettuce, and cheese in a flour tortilla, will come in two flavors: Spicy and Ranch. The chain is marketing the comeback as both a nod to consumer demand and a strategic response to changing market conditions.

Initially launched nearly two decades ago, the Snack Wrap was pulled from most locations in 2016 due to preparation inefficiencies. Franchisees continued serving it until 2020, when pandemic-related menu cuts eliminated it entirely. Its removal sparked petitions, social media campaigns, and a groundswell of online commentary. A Change.org petition garnered nearly 19,000 signatures, and fan videos on TikTok and other platforms went viral.

Erlinger first hinted at the wrap's return in December 2023 while discussing the company’s upcoming McValue menu. In April, McDonald's teased the launch date cryptically on X. The snack item is being brought back with improvements in kitchen tools and training for easier and faster preparation, according to Erlinger.

Chris Kempczinski, CEO of McDonald’s, emphasized that consumer demand made a strong case for the return. “The market continues to show the consumer is interested in this product. We want to make sure that we're meeting our customers' needs on that,” Kempczinski said in early May.

The fast-food giant faces a 3.6% decline in same-store sales for the first quarter of 2025 amid industry-wide concerns over inflation and reduced dining frequency. Analysts cite value offerings like the Snack Wrap as essential to drawing back cost-sensitive consumers.

“Snack Wraps felt different, like I was eating an actual ‘wrap.’ I felt like I was being healthier,” said Steve Davis, a former regular customer from Fort Lauderdale, Florida, who used to stock his fridge with six grilled chicken versions at a time. The updated menu will not include grilled chicken or additional sauces such as honey mustard, which some fans have noted as a disappointment.

McDonald's will offer the Snack Wrap in individual servings or as part of a combo meal featuring two wraps, fries, and a drink. The exact pricing will vary by location, but competitors may offer clues; Burger King's Royal Crispy Wrap retails for $2.99 in some markets.

The reintroduction is also part of McDonald’s broader strategy to strengthen its presence in the fast-growing chicken category, which now outpaces beef in global growth. The move places it back in competition with chains like Popeyes, which this week launched its own Chicken Wrap, and other players including Wendy’s, Burger King, and even Wawa.

“There’s so much opportunity in the chicken category,” Erlinger said. “We’ll continue listening to our fans when it comes to menu innovations.”

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