McDonald’s has made a significant impact in the chicken market with the introduction of its new chicken snack wraps. The wraps have become so popular since their release on July 10 that some locations experienced shortages of lettuce. The Chicken Snack Wrap, featuring crispy chicken, lettuce, and cheese in a flour tortilla with a choice of ranch or spicy sauce, was initially launched in 2006 but discontinued in 2016.
Recent data indicates that 90% of those who purchased the snack wrap would buy it again, and many plan to reduce visits to competitors like Taco Bell, Burger King, Wendy’s, Chick-fil-A, and Popeyes. This marks a significant step in McDonald’s long-term strategy to strengthen its presence in the chicken segment.
The journey began in 2019 when McDonald’s franchise owners prioritized chicken sandwiches to attract more customers and compete in the booming chicken sandwich market. This led to the 2021 launch of the Crispy Chicken Sandwiches, rebranded as McCrispy in 2023, which have become a billion-dollar brand. By July 2024, CEO Chris Kempczinski emphasized the growing demand for chicken over beef, leading to the introduction of the Chicken Big Mac, which further boosted sales and guest numbers.
With the addition of the chicken snack wrap, McDonald’s seems to have found its stride in the chicken market, leaving many eager to see what innovations come next.
