McDonald’s Snack Wraps are proving to be a critically important draw for customers,marking a prosperous return for the popular menu item after a nearly decade-long absence. The burger giant reintroduced the wraps earlier this month, and early data suggests a strong positive reception.
According to Placer.ai, McDonald’s locations experienced double-digit daily traffic increases during the first three days of the Snack Wrap launch (July 10-12) compared to the year-to-date daily average. Furthermore, Evercore ISI estimates that U.S. same-store sales have seen a 7% rise in the third quarter so far,as indicated in a research note from Thursday.
The demand was so high in some U.S. McDonald’s stores that they temporarily ran out of lettuce, though the company has as addressed the shortage. A McDonald’s U.S. spokesperson stated, “After nine years of pent up demand, fans showed up in full force to celebrate the return of the Snack Wrap. We’ve been blown away by the response, from packed restaurants with lines out the door to nonstop social buzz.”
This resurgence in sales is particularly beneficial for mcdonald’s, which has faced challenges with sluggish sales in recent months. The company reported its largest quarterly decline in U.S. same-store sales since 2020 in the first quarter. While marketing efforts like the $5 meal deal and a Minecraft movie tie-in have seen some success, discounts can impact profitability, and limited-time promotions offer only a temporary boost.
The enduring appeal of the Snack Wraps appears to be a key factor, with customers expressing strong satisfaction. A Numerator survey of over 200 verified Snack Wrap buyers revealed that 90% intend to purchase the item again. These early adopters are also highly engaged McDonald’s customers, with the average respondent having visited the chain 56 times this year, significantly more than the typical diner’s 25 visits during the same period.
The revived Snack Wraps, priced at $2.99 each, feature one of the chain’s McCrispy Strips and are available in spicy and ranch flavors. The numerator survey indicated that ranch was the preferred flavor for over two-thirds of respondents, with 20% opting for the spicy version and 12% purchasing both.
McDonald’s is scheduled to release its second-quarter earnings on August 6th. Though, this report will not reflect the impact of the snack Wraps, as their nationwide rollout occurred after the quarter concluded.
