After nearly a decade since its U.S. disappearance, McDonald’s Snack Wrap is officially making a comeback — and fans couldn’t be more thrilled. The fast-food giant confirmed that an updated version of the beloved wrap will return to menus nationwide starting July 10 , following years of passionate customer demand.

Originally launched almost two decades ago, the Snack Wrap was designed as a convenient, handheld meal featuring chicken, lettuce, cheese, and sauce wrapped in a soft tortilla. However, due to operational challenges in kitchen preparation, McDonald’s discontinued the item in the U.S. in 2016. That decision left many loyal customers heartbroken — including Alicia Force, a Missouri-based musician and high school administrative assistant. After years of trying homemade versions and alternatives from competitors like Arby’s, she even started a Facebook group with 86 members campaigning for the Snack Wrap’s return.

She wasn’t alone. A Change.org petition garnered close to 19,000 signatures , while a TikTok video showing a U.S. food reviewer sampling Snack Wraps in Ireland — where they never left the menu — went viral with over 1.4 million views . All that buzz paid off. Earlier this year, McDonald’s began teasing the Snack Wrap's return across social media platforms.

“We listen to our fans, and the Snack Wrap’s return is a testament to that,” said McDonald’s U.S. President Joe Erlinger.

🍔 Strategic Move Amid Fast-Food Challenges

While nostalgia played a big role in the decision, McDonald’s also sees the Snack Wrap as a strategic tool to attract budget-conscious consumers amid rising inflation and declining fast-food traffic. With fast-food prices up 41% compared to 2019 , many Americans have been cutting back on restaurant visits — especially among middle- and lower-income households. The Snack Wrap’s smaller size and relatively lower price point offer a more affordable option without sacrificing flavor or convenience, appealing to health-conscious diners and on-the-go eaters alike. Steve Davis, a mental health counselor from Fort Lauderdale, Florida, used to buy six grilled chicken wraps at a time and store them in his fridge for quick meals.

“I’m not actually a fast-food fan, but Snack Wraps felt different — like I was eating an actual ‘wrap.’ I felt like I was being healthier,” he said.

⚔️ Competing in the Chicken Wars

The Snack Wrap revival also positions McDonald’s to better compete with rivals entering the wrap space. Popeyes Louisiana Kitchen recently launched its own chicken wrap, while Burger King and Wendy’s have offered similar items since 2023. Even convenience chain Wawa has joined the trend.

According to Erlinger:

“There’s so much opportunity in the chicken category.”
Chicken sales now make up nearly twice the market of beef globally — and they’re growing faster.

Reviving the Snack Wrap was no small feat. McDonald’s spent years refining its fried chicken recipe before launching its new peppery McCrispy Strips in May. The company also redesigned tools and simplified preparation processes to ensure smooth execution across its 13,500 U.S. locations .

For now, the U.S. version of the Snack Wrap comes in just two options — Ranch and Spicy — to streamline service. Unlike previous iterations, it only features fried chicken , though international markets like Canada still offer grilled and other variations. This limited rollout may disappoint some longtime fans like Force, who preferred honey mustard sauce, or Davis, who favored the grilled version. Still, the return of the Snack Wrap represents a major win for nostalgic customers and a smart business move for McDonald’s. As Portalatin, senior vice president at Circana, explained:

“The consumer doesn’t think about things in neat buckets like marketers do. They simply ask: ‘I’m hungry. What time is it? Where am I?’”

And for many, the answer might soon be: at McDonald’s, biting into a Snack Wrap once again.