McDonald’s fans rejoice as the fast-food giant finally confirms the return of its beloved Snack Wraps in 2025 after a nine-year hiatus, while simultaneously expanding its chicken menu to capture a larger market share.
Key Takeaways
- McDonald’s U.S. president Joe Erlinger confirmed that Snack Wraps will return in 2025, though the exact date remains confidential for competitive reasons.
- The Snack Wrap, first introduced in 2006 and discontinued in 2016, has developed a strong “cult following” with customers persistently requesting its return.
- McDonald’s is expanding its chicken offerings with new products including a Chicken Big Mac and innovative chicken strips, aiming to add another percentage point of chicken market share by the end of 2026.
- The company teased the return with a cryptic social media post that garnered over 1.4 million views and 12,000 likes, demonstrating the product’s enduring popularity.
- McDonald’s global chicken strategy includes the rollout of the McCrispy sandwich to nearly all markets by the end of 2025.
The Triumphant Return of a Fast-Food Favorite
After years of persistent customer requests and social media campaigns, McDonald’s has finally confirmed that its iconic Snack Wrap will make its long-awaited return to U.S. menus in 2025. The popular item, which features chicken breast meat, lettuce, cheese, and sauce wrapped in a soft flour tortilla, was originally introduced in 2006 but was discontinued in 2016, with some locations continuing to offer it until 2020. The announcement has generated significant excitement among loyal customers who have been vocal about their desire to see the item return.
McDonald’s U.S. president Joe Erlinger made the official announcement during an appearance on “Good Morning America,” acknowledging the product’s dedicated fan base. “The Snack Wrap will be back in 2025. It has a cult following. I get so many emails into my inbox about this product,” Erlinger stated, confirming what many fans had been hoping to hear for years. The company has been deliberately vague about the exact return date, only teasing in a social media post that it would be available sometime this year.
snack wraps 0x.14.2025
— McDonald's (@McDonalds) April 15, 2025
Consumer-Driven Comeback
The return of the Snack Wrap is largely attributed to relentless consumer pressure, demonstrating the power of customer loyalty in the fast-food industry. A Change.org petition garnered over 17,000 signatures, while countless social media posts and direct appeals to McDonald’s executives kept the product in the public conversation despite its absence from menus. This grassroots campaign eventually convinced the company’s leadership that bringing back the popular item was not just a nostalgic move but a sound business decision.
The impact of the Snack Wrap’s popularity extends beyond McDonald’s itself. During its absence from McDonald’s U.S. menus, competitors including Wendy’s, Taco Bell, and Burger King introduced similar wrap-style products to capture the market demand left by the Snack Wrap’s discontinuation. This competitive landscape has made McDonald’s deliberately cautious about revealing too many details regarding the exact timing and specifications of the product’s return.
Broader Chicken Strategy for Market Growth
The Snack Wrap return is part of a larger strategic initiative by McDonald’s to expand its chicken offerings and increase its share in the growing chicken market. The company is planning to introduce a new chicken strip product in the U.S. later this year, though specific details remain under wraps. Additionally, the limited-time Chicken Big Mac offering has shown promising results in both the French and American markets, contributing to the company’s growing chicken portfolio.
Globally, McDonald’s continues to roll out its McCrispy sandwich, which is currently available in over 70 markets and is expected to reach nearly all McDonald’s markets by the end of 2025. With more than 13,500 locations in the United States and nearly 43,500 restaurants worldwide, this chicken-focused strategy represents a significant shift in the company’s product development priorities as it works to maintain its position as the world’s leading fast-food chain while adapting to changing consumer preferences.
