Dec 8, 2023

McDonald's Teases Return of Snack Wraps

McDonald's Canada's Ranch Chicken Snack Wrap.
As part of McDonald's recently announced "ambitious targets for future growth," the fast food chain revealed that they plan to "offer McCrispy in nearly all markets around the world by the end of 2025 and to expand McCrispy into wraps and tenders." The move is meant to expand the company's chicken business.

McCrispy refers to the chain's current premium chicken sandwich, which was renamed as such here in the US just earlier this year. However, the name has been in use by the chain for some time internationally for fried chicken. It was only in more recent years that they started using the name for their premium chicken sandwich, which is described on the McDonald's website as "a southern-style fried chicken sandwich."

McDonald's didn't provide much detail beyond the desire to expand the McCrispy platform into wraps and tenders. It's unclear if they mean to add snack-sized wraps or full-sized wraps (like the discontinued McWraps) but the former is more likely as they take less time to prep and play more into the increased demand for snackable eating.

They don't have to look very far for inspiration as Chicken Snack Wraps are still available in some countries, including Canada (pictured), the UK, Australia, and New Zealand. The general formula in those countries remains the same combination of chicken tender, lettuce, cheese, and sauce wrapped up in a flour tortilla. There's no reason to think it wouldn't be much the same here in the US.

Beyond a planned return for wraps and tenders, McDonald's plans to roll out the Best Burger initiative to "nearly all markets" by 2026. The Best Burger initiative refers to burger-making changes to McDonald's core, non-Quarter Pounder burgers such as the Double Cheeseburger, Cheeseburger, and Big Mac. The changes are meant to present a burger that is hotter, tastier, and juicier and has already rolled out in much of the US.

Photo via McDonald's.

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