McDonald’s fans eagerly awaiting the return of the beloved McDonald’s Snack Wrap may soon have their cravings satisfied. Speculation arises as McDonald’s hints at the revival of this discontinued menu favourite, signalling a potential comeback that has enthusiasts buzzing with anticipation. The “is snack wrap back at McDonald’s?” social media handle might soon get the chance to triumphantly declare a resounding “yes.”
During its investor day on Dec. 6, McDonald’s unveiled plans to expand the global presence of the McCrispy, its acclaimed “Southern-style fried chicken sandwich” featuring pickles nestled within a buttered potato roll. The company intends to roll out this offering worldwide by the end of 2025. Furthermore, McDonald’s aims to broaden McCrispy’s reach by exploring variations in wraps and tenders.
Joe Erlinger, President of McDonald’s USA, emphasized the company’s focus on fortifying its lineup of chicken offerings. Highlighting the burgeoning success of the McCrispy, Erlinger outlined ambitious prospects for the brand’s evolution. He revealed intentions to introduce crispy tenders and, subsequently, a reincarnation of the iconic McCrispy Snack Wrap. However, he acknowledged that this journey is still in its early stages.
Affirming this commitment, McDonald’s reiterated its strategic direction in a press release on Dec. 6. The company outlined its goal to expand its footprint to 50,000 stores by 2027 while experimenting with an innovative space-themed restaurant concept named CosMc’s. McDonald’s underscored the significant role of its chicken business, rivalling the prominence of its beef offerings. Notably, the chain is aggressively expanding its portfolio, including McNuggets, McChicken, McCrispy, and McSpicy, encompassing tenders and wraps.
The original Snack Wrap, remembered for its grilled or crispy chicken paired with ranch or honey mustard sauce, exited McDonald’s menus in 2016, leaving a void that fans have clamoured to fill ever since. Competitors swiftly attempted to capitalize on this absence: Wendy’s introduced a Grilled Chicken Ranch Wrap, Taco Bell resurrected the Crispy Chicken Taco (prompting comparisons to the McDonald’s snack wrap), and Burger King launched the BK Royal Crispy Wraps, available in Classic, Spicy, and Honey Mustard variants for a limited duration.