McDonald's, Popeyes gear up for chicken sandwich war's new battle: wraps
A new battle is cooking in the fast-food industry's Chicken Sandwich Wars — wraps instead of rolls.
Why it matters: Reviving fan-favorite items, or featuring new releases, can help restaurants drive sales and bring consumers back.
The big picture: Popeyes took the first shot Monday when it released three new chicken wraps.
McDonald's said Tuesday that its snack wrap will return in July, months after teasing the popular item's comeback.
Wendy's Grilled Chicken Ranch Wrap debuted in March 2023, and Burger King launched its BK Royal Crispy Wraps in August 2023.
Context: Popeyes started the sandwich wars in 2019.
McDonald's was considered a late entrant, with the fast-food giant promising more chicken items since before the McCrispy Sandwich debuted in 2021.
Its new chicken strips launched this May and are a key ingredient in the wraps.
Popeyes Chicken Wraps now available
Zoom in: Popeyes released three wraps Monday at participating restaurants nationwide, which are available for a limited time.
Each has a Popeyes chicken tender with lettuce, shredded cheese and pickles with choice of a Classic, Spicy or Honey Mustard spread.
The Chicken Wraps are normally $3.99 each, but prices can vary.
What they're saying: "We wanted to create a Chicken Wrap that was undeniably Popeyes," said Amy Alarcon, the company's vice president of culinary innovation, in a statement.
"Infusing the flavors from our famous biscuit into our wraps was the perfect way to ensure our signature flavors shined through," Alarcon said.
McDonald's Snack Wrap return date
Flashback: The original McDonald's Snack Wrap debuted in 2006 and was discontinued in 2016.
Fans have been pleading in social posts and petitions for McDonald's to bring the Snack Wrap back for years.
What's next: After months of hints, McDonald's said Tuesday the Snack Wrap will come back starting July 10 as a permanent menu item.
The fast-food giant also launched a new website Snackwrapfiles.com, which it calls the "content hub for the most anticipated menu item of the decade."
McDonald's U.S. President Joe Erlinger had a short statement about the wrap Tuesday: "It's back."
The intrigue: The new Snack Wrap will be available in two flavors — spicy and ranch.
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