Early data indicates that McDonald’s reintroduction of the “Snack Wrap” is gaining favor with customers, leading to a significant increase in foot traffic for the fast-food giant in a short period of time.
After nearly a decade of hiatus, McDonald’s popular Snack Wrap has made a strong comeback, reappearing on the menu of the fast-food giant’s US stores earlier this month. So far, this marketing strategy seems to be successful.
Placer.ai, a platform that provides location analysis and foot traffic data for businesses, shows that from July 10th to July 12th, the first three days after the launch of the new Snack Wrap, foot traffic at McDonald’s US stores has increased by double digits compared to the daily average for this year. A research report released last Thursday (July 17th) by the investment bank and trading advisory firm Evercore ISI indicates that the same-store sales at McDonald’s US stores have increased by 7% so far in the third quarter.
Some McDonald’s stores in the US even experienced a shortage of lettuce, as lettuce is one of the ingredients in the new Snack Wrap. However, the company has resolved this temporary supply issue.
According to reports from CNBC, McDonald’s US company stated in a statement to the media regarding the temporary lettuce shortage issue: “After nine years of demand suppression, fans flocked to celebrate the return of the Snack Wrap. From packed restaurants with lines out the door to the continuous buzz on social media, this response has astonished us.”
The Snack Wrap was one of the hottest food trends of the 90s, but in 2016, McDonald’s removed it from the menu during menu streamlining. However, as soon as this favorite snack was discontinued, fans immediately started calling for its return.
The Snack Wrap recipe is simple: a fresh corn tortilla wrapped around a breaded McCrispy Strip of chicken, topped with some lettuce and cheese.
The new Snack Wrap comes in two flavors: Spicy and Ranch.
The Spicy Snack Wrap features the heat of habanero peppers, similar to the flavor of McDonald’s Spicy McCrispy Chicken.
On the other hand, the Ranch Snack Wrap is savory and delicious, with flavors of garlic and onion.
One of the reasons the Snack Wrap is so popular is its convenience for on-the-go eating.
Early purchasers of the new Snack Wrap are mostly loyal McDonald’s customers.
Consumer data company Numerator surveyed over 200 verified purchasers of the McDonald’s Snack Wrap, with 90% of respondents stating they would purchase this food item again in the future.
(The article referenced CNBC’s report)