McDonald’s fans have reason to celebrate as the fast-food giant prepares to bring back its beloved Snack Wraps after nearly a decade. Scheduled for a 2025 nationwide relaunch, this cult-favorite menu item is making a highly anticipated comeback, driven by overwhelming customer demand and its lasting popularity. Originally introduced in 2006, the Snack Wraps gained a devoted following for their portability and flavorful combinations but were discontinued in 2016. Now, McDonald’s aims to reignite nostalgia while capitalizing on the Snack Wraps’ enduring appeal. Keep reading to find out why bringing back the Snack Wraps is a strategic move for McDonald’s.
When Are McDonald’s Snack Wraps Returning?
McDonald’s has announced that its beloved Snack Wraps are officially returning to the United States sometime in 2025. McDonald’s U.S. President Joe Erlinger revealed the news during an appearance on Good Morning America on Thursday, highlighting the menu item’s dedicated fanbase.
“It has a cult following. I get so many emails about this product,” Erlinger shared. “It will be back in 2025.”
While he refrained from revealing the exact launch date for competitive reasons, McDonald’s added to the excitement with a post on the social media platform X, teasing fans about the comeback:
snack wraps xx.xx.2025
— McDonald’s (@McDonalds) December 5, 2024
A Brief History of McDonald’s Snack Wraps
First introduced in 2006 at a price of $1.29, McDonald’s Snack Wraps quickly became a popular option for on-the-go customers. The original version featured tender chicken breast, cheddar jack cheese, lettuce, and ranch sauce wrapped in a soft tortilla. At the time, Ralph Alvarez, then president of McDonald’s North America, explained that the wrap was designed to “accommodate the lifestyles of our customers who are always on the go and want a quality product made with premium ingredients.”
Over time, the wrap evolved, but by 2013, the beef variations were discontinued. The original Snack Wrap was removed from most menus in 2016, although a few locations continued offering it until 2020 when it was phased out as part of a broader menu simplification effort.
The decision to discontinue the Snack Wrap stemmed from a combination of factors. According to Business Insider, the wraps didn’t sell as well as expected, and the preparation process was time-consuming. Franchisees voiced concerns over the lengthy steps involved in steaming the tortillas, chopping the chicken, and assembling the wraps, which were available in nine different varieties. This complexity led to longer service times, violating McDonald’s corporate policies on customer wait times, and created issues with consistency. One manager even described it as a “nightmare” in a Bloomberg interview.
The Snack Wrap has remained absent from the menu, in part, due to the company’s lack of a chicken tender offering, which was key to making the wraps.
Since its removal from most U.S. menus in 2016, McDonald’s Snack Wrap has sparked an enduring and passionate campaign by fans eager to see its return. Over the years, numerous petitions have been launched—one of which garnered more than 18,800 signatures. Additionally, a social media movement took shape, with the official Slim Jim account even joining in, asking McDonald’s about the item’s comeback. This continued fan fervor has played a key role in bringing the Snack Wrap back into the spotlight.
While the U.S. eagerly awaits the return of the Snack Wrap, McDonald’s has already brought the popular item back in other parts of the world. In June 2023, McDonald’s Canada introduced a revamped McWrap and Chicken Snack Wrap menu, featuring exciting new flavors such as Zesty Lime, Sweet Chili, Chicken & Bacon, Spicy Buffalo Chicken, and Ranch Chicken. These wraps are also available in the United Kingdom, further fueling the anticipation for their reintroduction to U.S. menus.
The Snack Wraps Fit McDonald’s Growth Strategy
The return of the Snack Wrap aligns with two key growth strategies for McDonald’s: expanding its chicken offerings and reinforcing its value proposition. CEO Chris Kempczinski highlighted during a July investor call that McDonald’s chicken sales have now reached parity with beef sales, revealing significant growth potential in the chicken category. Globally, the chicken segment is twice the size of beef and growing at a faster rate, making it a prime focus for the brand’s future.
Executives have already signaled plans to expand McDonald’s chicken portfolio, with efforts to grow the McCrispy platform and introduce more chicken products. In February, Kempczinski noted the goal to capture additional chicken market share by 2026, including potential expansions into wraps and tenders. CFO Ian Borden echoed this vision in March, emphasizing the potential for growth through the McCrispy platform and the addition of new items.
Additionally, the Snack Wrap offers a value-driven option, appealing to customers looking for affordable, satisfying meals. McDonald’s is betting on this with its new McValue platform, set to launch in January 2025, which will include meal deals, app-based offers, and promotions like Buy One, Get One for $1. The Snack Wrap could become a core component of this value menu, helping to attract cost-conscious customers.
Franchisees have long advocated for the return of the Snack Wrap, noting its simplicity, affordability, and ability to meet demand for budget-friendly options. “Snack wraps are craveable, relatively simple to produce, would require only a couple of new menu items on the prep table, and could easily satisfy the call for more affordable options on the menu. Let’s bring them back,” the National Owners Association, an independent group of operators, said in February,” according to Restaurant Business.
McDonald’s Snack Wrap Returns to a Competitive Wrap Market
The return of McDonald’s Snack Wraps will put it in direct competition with Burger King’s Royal Crispy Wraps, which launched in August 2023 at $2.99 each, available in three flavors: Royal Crispy, Fiery Royal, and Honey Mustard.
Additionally, KFC briefly reintroduced its Fried Chicken Wraps in 2023, offering various flavors such as Classic, Spicy Slaw, Mac & Cheese, and later Honey BBQ, and Spicy Mac & Cheese. However, KFC’s wraps are no longer on the menu.