By Daily Mail (U.S.) | Created at 2024-12-06 03:36:21 | Updated at 2024-12-22 11:00:17
2 weeks ago
McDonald's fans get ready for a blast from the past: The beloved Snack Wrap is set to return in 2025.
The Chicago-based fast-food giant confirmed Thursday that it will reintroduce the popular item, which disappeared from US menus in 2016.
Joe Erlinger, president of McDonald's USA, announced the news on ABC's Good Morning America but remained tight-lipped on the exact launch date, citing 'competitive reasons.'
The Snack Wrap, which debuted in 2006, featured crispy or grilled chicken, cheese, and sauces wrapped in a soft flour tortilla.
The affordable snack developed a cult following among customers, many of whom have continued to call for its return.
'This has a cult following,' Erlinger told ABC. 'I get so many emails into my inbox about this product.'
The resurgence of interest comes amid growing competition: rivals like Burger King and Wendy's have recently introduced their own wraps.
The revival also reflects McDonald's broader strategy to expand its chicken offerings.
Model Heidi Klum eating a snack wrap, which will return to US restaurants next year
The Snack Wrap, which debuted in 2006, featured a crispy or grilled chicken, cheese, and sauces wrapped in a soft flour tortilla. It was axed as a nationwide product in 2016
The revival aligns with McDonald’s strategy to expand its McCrispy chicken line globally by the end of 2025, including wraps and tenders.
It comes after a challenging year for McDonald's.
The company faced declining customer traffic due to price concerns and recently dealt with an E. coli outbreak that saw sales fall and left 34 people hospitalized and one man dead.
McDonald's has been working hard to entice customers back with lower prices and new products.
The McRib returned to restaurants across the US this week, but just for a month.
In June, McDonald's launched a $5 value meal deal, including either a McChicken or McDouble, four-piece chicken nuggets, fries and a drink. It was extended it until the end of December.
It will continue next year under an expanded 'McValue' approach that features even more offers. The $5 meal deal will run for at least the first six months of 2025.
The Snack Wrap's return is another option to attract budget-conscious consumers - potentially featuring on the new 'McValue' menu launching in January.
The McRib sandwich is coming back again in 2024. It was first sold in 1982
McDonald's is bringing back breakfast bagels in four varieties, including the sausage variant pictured here
Then in August, the chain announced a totally new, bigger burger called The Big Arch is coming to the US later this year. It is already in Canada.
It will be the fast-food giant's first new permanent, worldwide product since Chicken McNuggets in 1983.
The Chicken Big Mac finally came to the US on October 10 after being sold in Europe on and off for years.
And at the start of the year, it also emerged that fan favorite bagels are returning to breakfast menus after four years.
Bagels were first introduced to McDonald's in late 2019 but were cut soon when bosses simplified the menu in spring 2020 during the pandemic.
