After years of consumer demand and declining U.S. sales, McDonald’s is officially bringing back its popular Snack Wraps to restaurants nationwide starting July 10, the company confirmed Tuesday.
The long-awaited return of the portable chicken snack marks a strategic move by the fast-food giant to revive momentum amid slower first-quarter sales, with U.S. same-store sales falling 3.6%. Snack Wraps, originally introduced in the mid-2000s, were removed from national menus in 2016 due to operational slowdowns and were phased out completely by 2020 during pandemic-era menu cuts.
“The market continues to show the consumer is interested in this product,” said McDonald’s CEO Chris Kempczinski. “We want to make sure that we’re meeting our customers’ needs.”
What’s New in the Snack Wrap?
This time around, the wraps will feature McDonald’s recently launched McCrispy Strips and come in two flavors: spicy and ranch. The simplified build aims to retain kitchen efficiency while reviving a cult-favorite menu item.
McDonald’s decision is part of a broader shift to expand its chicken offerings, an increasingly competitive category led by chains like Chick-fil-A, Popeyes, Raising Cane’s, and Dave’s Hot Chicken.
Consumer Demand Drove Revival
Over the years, Snack Wrap loyalists have launched petitions, flooded drive-thru intercoms, and tweeted daily at McDonald’s official accounts asking for the item’s return. The menu comeback reflects the company’s renewed focus on listening to customer preferences amid a more cautious consumer spending environment.
Chicken Wars Continue
The move comes just a day after Popeyes, owned by Restaurant Brands International, announced the launch of its own limited-time Chicken Wraps, which feature a tortilla inspired by its biscuits. The fast-food chicken category continues to surge as chains diversify offerings beyond traditional sandwiches and nuggets.
McDonald’s shares were slightly lower Tuesday, closing at $X (pending update), as investors continue to monitor the company’s efforts to boost domestic traffic and re-engage value-driven consumers.
