McDonald’s Snack Wrap Returns After 9 Years, Igniting Fast-Food ‘Wrap Wars’

After nearly a decade of absence, McDonald’s has officially brought back its iconic Snack Wrap, a fan-favorite menu item that has been the subject of countless social media campaigns and petitions. On July 10, 2025, the Snack Wrap made its triumphant return to McDonald’s menus across the United States. However, this comeback has sparked an intense competition in the fast-food industry, with major players like Popeyes stepping up their game to win over customers.

The Return of the Snack Wrap

The Snack Wrap first debuted in 2006 and quickly became a staple of McDonald’s menu, loved for its portability and simplicity. Featuring a crispy chicken strip, shredded lettuce, and cheese wrapped in a soft flour tortilla, it was an easy snack for those on the go. However, the item was discontinued in 2016 due to operational challenges in preparing it efficiently during peak hours.

According to WCPO, the new version of the Snack Wrap comes in two flavors: Spicy, with a habanero kick, and Ranch, offering a cool and savory taste. Notably, McDonald’s has decided to forgo the grilled chicken option, which was available in the original version. The Snack Wrap is priced at $2.99, slightly higher than its predecessor but still competitive when compared to similar offerings from other chains.

McDonald’s franchise owner Katie Blankenship told WCPO, “Our customers have raved about it. They’ve been on TikTok, they’ve been all over the internet saying we want it back. We listened.” The decision to bring back the Snack Wrap was heavily influenced by a Change.org petition that garnered over 17,000 signatures, as well as years of persistent social media posts from devoted fans.

Popeyes Enters the ‘Wrap Wars’

In a direct response to McDonald’s announcement, Popeyes launched a bold promotional campaign to highlight its own Chicken Wraps, which were introduced in June 2025. According to USA TODAY, Popeyes is offering a free Chicken Wrap with any $5 purchase from July 10 to July 13. Customers can claim the deal through the Popeyes app or website using the promo code “PopeyesWrapBattle.”

Popeyes’ Chicken Wraps are available in three flavors—Classic, Spicy, and Honey Mustard—at $3.99 each. The chain’s corporate statement emphasized their confidence in the product: “The Wrap Battle is on, and Popeyes is leading the way. While one familiar fast food chain scrambles to launch wraps of their own, Popeyes has already been serving up bold flavor all summer long.”

This marketing move has ignited what many are calling the “Wrap Wars,” with fast-food enthusiasts taking to social media to compare and contrast the offerings from McDonald’s, Popeyes, and other competitors like Wendy’s and Sonic, both of which have also introduced wrap-style menu items in recent years.

What Makes the Snack Wrap Special?

One of the key reasons behind the Snack Wrap’s enduring popularity is its convenience. As Katie Blankenship noted, “It’s exactly what it says. It’s a snack. It’s convenient, it’s easy, it’s super portable.” In today’s fast-paced lifestyle, where many people eat while commuting or multitasking, the Snack Wrap’s design minimizes mess and maximizes ease of consumption.

However, reviews of the new Snack Wrap have been mixed. While some customers have praised the flavors and portability, others have critiqued the McCrispy Strips used in the wrap, citing issues with texture and breading. According to TODAY, some reviewers described the strips as “well-seasoned and juicy,” but not as crispy as expected.

Still, the overwhelming fan response to the Snack Wrap’s return suggests that its nostalgic appeal outweighs any minor criticisms. Social media platforms were flooded with celebratory posts on July 10, with users declaring it “Snack Wrap Day” and sharing their excitement for the beloved item’s comeback.

The Bigger Picture: Fast-Food Innovation

The return of the Snack Wrap highlights a broader trend in the fast-food industry: the importance of listening to customer feedback and adapting to changing tastes. In recent years, chains like Wendy’s, Taco Bell, and Burger King have all introduced their own versions of chicken wraps, aiming to capture the growing demand for portable, snack-sized meals.

As Statesman reported, McDonald’s decision to bring back the Snack Wrap was part of a larger strategy to revitalize its menu and cater to customer nostalgia. The chain has also introduced other new items this year, such as the Spicy McMuffin breakfast sandwich, as part of its effort to stay competitive in a crowded market.

For Popeyes, the introduction of Chicken Wraps and the accompanying promotional campaign represent an opportunity to capitalize on the buzz surrounding McDonald’s Snack Wrap. By positioning itself as a direct competitor, Popeyes aims to attract customers who are curious to see how its wraps stack up against the original.

*The fast-food “Wrap Wars” are a testament to the power of customer demand and the lengths to which brands will go to win over their audiences. As the battle unfolds, one thing is clear: the humble chicken wrap is back in the spotlight, and it’s here to stay.*