The fans of McDonald's The Snack Wrap can rejoice: The favorite menu item will officially return in 2025, nearly a decade after it was discontinued. Fox Business reported. The decision comes after years of continued customer demand for the portable, flavorful snack, which debuted in 2006. McDonald's US President Joe Erlinger, who announced the return of Snack Wrap on Good Morning America last week, declined to reveal details other than a 2025 return for “competitive reasons.”
The Snack Wrap, with crispy chicken, shredded lettuce, cheese and a creamy dressing wrapped in a soft tortilla, quickly gained a cult following. Despite its popularity, McDonald's removed the item from US menus in 2016, reportedly due to operational challenges. now, McDonald's is betting on a revamped version to reignite its appeal among both loyal fans and new customers.
The announcement also comes after a challenging period for McDonald's as the company works to rebuild consumer confidence following a recent E. coli BLAST paired with raw onions on Quarter Pounder burgers. The outbreak, which affected more than 100 individuals in multiple states, prompted McDonald's to stop using the implicated supplier and reaffirm its commitment to food safety. The CDC announced the outbreak earlier this month.
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Snack Wrap fans took to social media to celebrate the return of the cheap and portable snack:
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Reintroducing the Snack Wrap McDonald's positions to compete with other fast food chains by taking advantage of similar trends. Burger King, for example, recently launched its BK Royal Crispy Wraps in various flavors, responding to the growing demand for portable meal-sized menu items. By reviving its fan-favorite wrap, McDonald's aims to meet changing consumer preferences while leveraging nostalgia to boost sales.
Franchisees are gearing up to meet the expected high demand for the Snack Wrap's return. McDonald's strategy includes ensuring operational efficiencies to avoid the challenges that led to the original removal of the item from menus.
As the 2025 launch approaches, the return of the Snack Wrap is a reminder McDonald's ability to adapt to customer demand, honor customer loyalty and innovate in a competitive market. It's a chance for franchisees to reconnect with old fans and attract a new generation of Snack Wrap enthusiasts.
Read more: Fox Business
