During a recent conference, McDonald’s made a comment that alluded to the return of the iconic Snack Wrap.
The comment was made during an investors conference where discussions took place about what was in store for McDonald’s in the future, food-wise. The plan is to zero in on the “chicken market” heavily since it’s a $25 billion business, so adding more chicken-focused items like the McCrispy, and taking the McCrispy into wrap form would be a natural progression. The move would be made by 2025…aka (as possibly) the Snack Wrap reincarnated.
The statement of particular interest was:
“This includes plans to offer McCrispy in nearly all markets around the world by the end of 2025 and to expand McCrispy into wraps and tenders. These planned innovations and new menu offerings reflect the Company’s ability to test and scale quickly to serve customers.”
The legendary Snack Wrap was a fan favorite, but even that fact couldn’t save it as it was discontinued from the chains menu, in 2016. The reason behind it’s “failure” was reported to be that they took too long, and were too complicated to make.
It all started in Poland in 2004 under the name…McWrap, then a few years later – it was introduced to the US under a slightly different name targeting customers looking for a handheld, on-the-go “snack”. The Snack Wraps were available with either grilled or crispy chicken, and in the form of Classic (with out without ranch), Honey Mustard, or Chipotle BBQ. Oddly enough, the United Kingdom, and Canada still offer Snack Wraps in some flavors.
McDonald’s statement continued: “Today, the size of the company’s chicken business is on par with beef, as the company continues to aggressively expand through billion-dollar equities including McNuggets, McChicken, McCrispy, and McSpicy,” the company said in a statement ahead of Wednesday’s all-day investor conference.
Burger King took notes, and came out with the BK Royal Crispy last winter but they paled in comparison to their predecessor, and actually made customers nostalgic for the return of McDonald’s Snack Wrap.
So it’s a fact, chicken wraps will be gracing McDonald’s menu once more…but whether this is an all-new wrap or the original Snack Wrap under a different name…is the question.
