A few months ago McDonald's trolled its fans by making a joke on its Twitter account that it was easier get one of the chain's famous Snack Wraps than it was to get Taylor Swift tickets. That's an especially low blow because it's possible to order a Snack Wrap, but you have to leave the United States to do it.
McDonald's (MCD) discontinued the very popular Snack Wrap line in its home market in 2016. That decision wasn't made because customers didn't like the product, it was made because the Snack Wraps slowed down production in the chain's kitchens.
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Since the Snack Wrap left U.S. menus, their absence has been a constant source of lament for the chain's customers. That's made worse by the fact that the popular line is still sold in Canada and several countries around the world.
The fast food giant's fans have called for the return of Snack Wraps on social media. That was something McDonald's encouraged in an April 2022 Twitter post when it simply shared "Bring back ____." And while the answers were diverse (and sometimes silly, the overall clear most-named items were the Breakfast Bagel, which the chain has brought back, and the Snack Wrap, which it has not.
Now, McDonald's has expanded the Snack Wrap line in a way that will make its US customers jealous because the new items aren't being offered in the company's home market.
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McDonald's Serves Two Masters
McDonald's doesn't just have to keep its US customers happy, it also needs to appease its franchise owners. That's why the chain doesn't always make moves that are popular with people who patronize the chain. For example, it has not brought back All-Day Breakfast, something customers love, because franchisees did not like how it complicated production.
Even when McDonald's pushed strategies to update its stores and move to more digital ordering -- key moves that helped it thrive during the pandemic -- it had to negotiate with its franchise owners. The chain can't simply say "fans want this, so let's do it."
It needs buy-in from its owners and that can be hard to get when it comes to any item that adds to their labor cost. The challenge with the Snack Wrap is that it is made using processes that don't match the rest of the kitchen. That was something franchisees were willing to put up with when it was a huge seller, but became something they pushed back against when sales slowed.
That means that even though McDonald's customers really want the Snack Wrap line to come back, its return remains unlikely. And while American customers may lobby for the line, they're probably not going to get the classic Snack Wraps or the latest extension to the line added to US menus.
McDonald's Has a New Breakfast Snack Wrap
The Snack Wrap was supposed to be literally that, a snack. It was meant to drive sales during dayparts where people weren't looking for a full meal.
A breakfast version of the Snack Wrap could fill a similar niche. In theory, people stop at McDonald's for coffee in the morning and might want something to eat that's not a full breakfast sandwich. Enter the Omelette Wrap, a limited-time-offer in one market that was first reported on by the popular (and reliable) Snackolator Instagram feed.
"McDonald's in Malaysia just announced new breakfast wraps that include an omelette with green and red chilis, melted cheese, hash browns, and your choice of crispy chicken or sausage," the Instagram feed shared.
It's a simple concept and a logical expansion of the line that would fit well with how many American consume breakfast. It's a grab-and-go, eat-in-the-car product, but calls to bring it the US are likely to not be heard (or at least acted on) by the chain.
