McDonald’s has announced the return of its popular Snack Wrap, which will be available starting Thursday. This decision comes as the fast-food giant seeks to address declining sales in the United States. The Snack Wrap, featuring new crispy chicken strips, lettuce, and cheese wrapped in a tortilla, will be offered with ranch dressing or spicy pepper sauce. Priced at $2.99, it will be a permanent menu addition.
The reintroduction of the Snack Wrap is a response to consumer demand. Since its removal from most menus in 2016, thousands of fans have called for its return. The launch coincides with troubling sales figures for McDonald’s, which recently reported two consecutive quarters of declines, including a 3.6% drop in same-store sales—the worst dip since the early days of the Covid-19 pandemic.
Economic challenges have affected consumer spending habits, particularly among low- and middle-income groups. According to McDonald’s, this downturn is partly due to uncertainties stemming from the Trump administration’s trade policies. The company is not alone; other fast-casual chains like Chipotle, Sweetgreen, and Starbucks have also reported disappointing earnings amid a decline in consumer sentiment.
Strategic Menu Changes to Attract Customers
The return of the Snack Wrap is expected to be a positive move for McDonald’s, according to RJ Hottovy, head of analytical research at Placer.ai, a firm that tracks foot traffic. Hottovy stated that the revival of nostalgic products has led to increased visits for competing fast-food chains. McDonald’s hopes that its latest offerings will similarly attract customers.
In addition to the Snack Wrap, McDonald’s has been making other notable changes to its menu. This week, the chain introduced a spicy version of its Egg McMuffin for a limited time, aiming to capture breakfast customers. Executives mentioned that more consumers are opting to prepare breakfast at home, contributing to slower morning sales.
On July 22, 2023, McDonald’s will add a new “Daily Double” cheeseburger to its value menu, providing another option for the McValue Meal Deal bundle. Additional items include a Hershey’s S’mores McFlurry and a blueberry and crème pie. These limited-time desserts follow a canceled partnership with Krispy Kreme, which had aimed to sell donuts at all US locations.
Future Directions and Beverage Innovations
Hottovy noted that McDonald’s new menu changes align with current trends in the fast-food sector, particularly the shift toward afternoon snacking and the introduction of new sauces to generate excitement. The ongoing adjustments have already begun to drive increased traffic during specific times of the day.
Looking ahead, beverages may undergo significant changes as well. In May, McDonald’s announced it would close its CosMc’s spinoff, which was launched to meet the rising demand for specialty coffee and compete with beverage chains. Many of the drinks previously offered at CosMc’s will soon be available in McDonald’s standard locations.
As McDonald’s navigates these challenges, the relaunch of the Snack Wrap and other menu innovations represent strategic efforts to revive its brand and reconnect with consumers.
