McDonald’s (NYSE: MCD) is bringing back its beloved Snack Wrap for the first time since 2016, aiming to reenergize customer interest and reverse a recent slump in U.S. same-store sales.
The Snack Wrap will officially return to menus nationwide on July 10, following years of consumer demand and social media buzz. The move is part of a broader strategy to win back budget-conscious diners and restore foot traffic after a challenging year that included an E. coli outbreak in October 2024 and rising economic anxiety among lower-income consumers.
“The Snack Wrap is back,” McDonald’s U.S. President Joe Erlinger declared in a promotional video posted on snackwrapfiles.com, signaling a renewed focus on the brand’s loyal customer base. “It’s because you’ve sounded off. We’ve heard you.”
McDonald’s U.S. same-store sales fell 3.6% in Q1 2025, following a 1.4% decline in Q4 2024 — marking two consecutive quarters of downturn. In response, the chain launched its McValue platform in January to offer more affordable options, but results have been mixed as economic uncertainty persists.
CEO Chris Kempczinski attributed the weak performance to inflationary pressures and growing unease among core customers.
“Low- and middle-income consumers are being weighed down by the cumulative impact of inflation and heightened anxiety about the economic outlook,” Kempczinski told investors. While traffic from higher-income diners remained steady, budget-conscious segments have been pulling back.
The return of the Snack Wrap, which features a crispy or grilled chicken tender with shredded lettuce, cheese, and sauce wrapped in a tortilla, taps into a growing consumer preference for chicken over beef in the fast food sector.
Analysts have noted the potential upside. Back in December 2024, when rumors of the Snack Wrap’s comeback began swirling, Jefferies analyst Andy Barish said its return could help McDonald’s recover momentum lost during last year’s food safety incident. “Snack wraps returning in 2025 will allow McDonald’s to regain some of the positive same-store sales and traffic we saw before the outbreak,” Barish told Yahoo Finance.
So far in 2025, McDonald’s stock is up 6.8%, outpacing the broader S&P 500’s 1.2% gain and edging ahead of competitor Yum! Brands (up 6.3%), though trailing Restaurant Brands International — parent company of Burger King — which has seen stronger performance.
With the permanent return of a fan favorite and a renewed focus on affordability and relevance, McDonald’s is betting big on reconnecting with its core U.S. customer base and reversing its downward sales trend.
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