McDonald's, Popeyes gear up for chicken sandwich war's new battle: wraps
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McDonald's Snack Wrap returns to participating restaurants starting July 10. Photo: Courtesy of McDonald's
A new battle is cooking in the fast-food industry's Chicken Sandwich Wars — wraps instead of rolls.
Why it matters: Reviving fan-favorite items, or featuring new releases, can help restaurants drive sales and bring consumers back.
The big picture: Popeyes took the first shot Monday when it released three new chicken wraps.
- McDonald's said Tuesday that its snack wrap will return in July, months after teasing the popular item's comeback.
- Wendy's Grilled Chicken Ranch Wrap debuted in March 2023, and Burger King launched its BK Royal Crispy Wraps in August 2023.
Context: Popeyes started the sandwich wars in 2019.
- McDonald's was considered a late entrant, with the fast-food giant promising more chicken items since before the McCrispy Sandwich debuted in 2021.
- Its new chicken strips launched this May and are a key ingredient in the wraps.
Popeyes Chicken Wraps now available
Zoom in: Popeyes released three wraps Monday at participating restaurants nationwide, which are available for a limited time.
- Each has a Popeyes chicken tender with lettuce, shredded cheese and pickles with choice of a Classic, Spicy or Honey Mustard spread.
- The Chicken Wraps are normally $3.99 each, but prices can vary.
What they're saying: "We wanted to create a Chicken Wrap that was undeniably Popeyes," said Amy Alarcon, the company's vice president of culinary innovation, in a statement.
- "Infusing the flavors from our famous biscuit into our wraps was the perfect way to ensure our signature flavors shined through," Alarcon said.
McDonald's Snack Wrap return date
Flashback: The original McDonald's Snack Wrap debuted in 2006 and was discontinued in 2016.
- Fans have been pleading in social posts and petitions for McDonald's to bring the Snack Wrap back for years.
What's next: After months of hints, McDonald's said Tuesday the Snack Wrap will come back starting July 10 as a permanent menu item.
- The fast-food giant also launched a new website Snackwrapfiles.com, which it calls the "content hub for the most anticipated menu item of the decade."
- McDonald's U.S. President Joe Erlinger had a short statement about the wrap Tuesday: "It's back."
The intrigue: The new Snack Wrap will be available in two flavors — spicy and ranch.
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