McDonald’s is bringing back the popular Snack Wrap, a move aimed at addressing declining sales. Starting Thursday, customers can enjoy the relaunched version, which features crispy chicken strips, lettuce, and cheese wrapped in a tortilla, available for $2.99. This item, permanently added to the menu, comes after significant consumer demand following its removal from most locations in 2016.
The return of the Snack Wrap is part of McDonald’s broader strategy to reverse a concerning trend in sales. The fast-food giant has reported two consecutive quarters of declines in the United States, including a 3.6% drop in same-store sales earlier this year, marking its worst performance since the peak of the Covid-19 pandemic. Economic challenges, particularly among low- and middle-income consumers, have led to reduced spending, a situation exacerbated by uncertainties stemming from the previous administration’s trade policies.
McDonald’s is not the only fast-food chain facing financial challenges. Competitors such as Chipotle, Sweetgreen, and Starbucks have also reported disappointing earnings as consumer confidence has waned. According to RJ Hottovy, head of analytical research at Placer.ai, the reintroduction of nostalgic items like the Snack Wrap could positively impact McDonald’s foot traffic, as similar strategies have increased visits for other fast-food brands.
Menu Innovations and Consumer Trends
In addition to the Snack Wrap, McDonald’s has introduced several new items in recent weeks. A spicy version of the iconic Egg McMuffin is now available for a limited time, responding to a trend where consumers are increasingly opting to prepare breakfast at home, impacting morning sales for the chain. On July 22, the company will launch a new “Daily Double” cheeseburger as part of its value menu. The fast-food chain is also adding a Hershey’s S’mores McFlurry and a blueberry and crème pie to its dessert options, following the cancellation of a planned partnership with Krispy Kreme to sell donuts nationwide.
Hottovy notes that these menu changes reflect current trends in the fast-food industry, including a growing interest in afternoon snacking and the introduction of new sauces to enhance product appeal. He emphasizes that these additions have already contributed to increased customer visits during certain times of the day.
Looking ahead, McDonald’s plans to revamp its beverage offerings as well. In May, the company announced the closure of its CosMc’s spinoff, a venture aimed at capitalizing on the rising demand for specialty coffee. Some beverages previously available at CosMc’s will soon be offered at McDonald’s locations, signaling a shift in strategy to meet evolving consumer preferences.
As McDonald’s navigates a competitive landscape, the return of the Snack Wrap represents a strategic effort to reconnect with customers and boost sales. With consumers increasingly seeking familiar and nostalgic food items, the fast-food chain hopes these changes will resonate positively with its customer base.
