McDonald’s is bringing back a fan-favorite item after nearly a decade:
After nearly 85 years as America’s largest fast-food company, McDonald’s is facing a tough reality. Sales have plummeted due to a recent E. coli outbreak that forced the company to recall one of its most popular menu items. The company is also facing consumer criticism over price hikes, changes to its DEI practices, and ongoing social controversies. In the fourth quarter of 2024, McDonald’s global sales managed to grow 0.4% over the previous year, but sales in the U.S. fell 1.4% — the biggest drop in nearly five years. It’s a troubling sign for a market that was once McDonald’s biggest money-making market.
Determined to reconnect with its American customer base, McDonald’s made a move that fans had been demanding for years — the return of the iconic Snack Wrap. Despite its massive popularity, the Snack Wrap was removed from the menu nearly a decade ago and hasn’t returned since… until now.
The decision to bring back the Snack Wrap didn’t come suddenly. In recent years, chicken-focused chains like Raising Cane’s and Chick-fil-A have grown rapidly, prompting McDonald’s to sharpen its focus on chicken-based offerings. In 2023, the company hinted at a possible return of the Snack Wrap when it tested McCrispy Chicken Strips at select locations in North Carolina. By 2024, McDonald’s had expanded its McCrispy Chicken menu line, fulfilling its promise to focus solely on chicken.
During its latest earnings call, McDonald’s CEO Chris Kempczinski made the big announcement: The Snack Wrap is officially making a comeback. Along with the Snack Wrap, McDonald’s will continue to roll out the McCrispy Chicken Strips and will bring back the Chicken Big Mac for a limited time. “We’re excited about the significant opportunity this has in our chicken portfolio,” Kempczinski said. “There’s incredible excitement in the U.S. and some other markets about the return of Snack Wraps.”
These fan-favorite chicken items will be rolled out gradually. McDonald’s plans to bring the Snack Wrap and McCrispy Chicken Strips back to most U.S. locations by the end of 2026. The company also plans to bring these items to select international markets, with France being a likely contender given the success of the Chicken Big Mac, in 2024.
For chicken lovers and McDonald’s loyalists, the wait is almost over. The return of the Snack Wrap and a more robust chicken menu could be just what McDonald’s needs to regain its footing and remind customers why they fell in love with the Golden Arches in the first place.
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