Overview

• McDonald’s ended months of cryptic teasers on June 3 with an X post declaring that the Snack Wrap will return nationwide on July 10.
• The revamped wrap will feature all-white-meat McCrispy Strips topped with lettuce and cheese in a soft tortilla, available with Ranch or Spicy pepper sauce.
• Fans drove the comeback through petitions, social media campaigns and drive-thru requests after the original wrap was discontinued in 2016 for operational complexity.
• On June 2, Popeyes preempted McDonald’s by launching its own Chicken Wraps with Classic, Spicy and Honey Mustard spreads and poked fun at the Golden Arches’ drawn-out teaser.
• McDonald’s launched snackwrapfiles.com to celebrate fan contributions as competition from other chains intensifies.