Key Highlights
- The McDonald’s Snack Wrap was the “most new chicken product launch in the U.S. in recent history.”
- Nearly one in five McDonald’s customers purchased a Snack Wrap after it was reintroduced to menus in July.
- The wrap is currently available in three flavors – Ranch, Buffalo Ranch and Spicy.
- The initial four-week window exceeded expectations according to McDonald’s CFO Ian Borden.
Return of the Snack Wrap: A Game-Changer for McDonald’s Chicken Lineup
MORE than a decade after its initial launch in 2006, the McDonald’s Snack Wrap returned to menus across the United States in July 2019. The product, which was phased out in 2016, has since become a significant hit among customers, according to a third-quarter earnings call held on November 5, 2019.
New Launch Strategy
According to McDonald’s executive vice president and chief financial officer Ian Borden, the initial four-week window of the Snack Wrap launch exceeded expectations. The product was reintroduced at a price point of $2.99 individually or as part of a meal with two wraps, a medium fry, and a drink of choice.
Product Details
The McDonald’s Snack Wrap is composed of grilled or crispy chicken breast meat, lettuce, cheese, and sauce all nestled inside a soft flour tortilla. Available in three distinct flavors—Ranch, Buffalo Ranch, and Spicy—the Snack Wraps offer customers a variety of taste options while maintaining the brand’s commitment to quality.
Future Plans for Chicken Menu
In light of the success of the Snack Wrap, McDonald’s CEO Christopher Kempczinski has expressed continued interest in expanding their chicken menu offerings. “We’re driving good share on our chicken offerings and continue to gain share in our top 10 markets,” stated Kempczinski during the earnings call.
Monopoly Promotion Success
MOREover, McDonald’s also highlighted the success of its Monopoly promotion, which returned after a decade-long hiatus. The game was reintroduced at participating restaurants and offered both traditional pieces and digital game pieces via the McDonald’s app. According to the company, 45 million unique individuals engaged with the Monopoly game on their app since its launch on October 6, 2019.
The Monopoly promotion ended on November 2, 2019, marking one of the largest digital customer acquisition events in McDonald’s history.
Kempczinski described the success as “cataclysmic,” underlining the company’s commitment to leveraging technology and engaging with customers through innovative campaigns.
These strategies not only reflect McDonald’s ongoing efforts to meet evolving consumer preferences but also demonstrate their ability to capitalize on existing products while introducing new ones, such as the Snack Wrap. As the fast-food giant continues to navigate the competitive landscape of the restaurant industry, these initiatives underscore its commitment to staying relevant and appealing to a broad customer base.
