The reintroduction of McDonald’s snack wraps has received positive feedback from customers based on early performance data. After nearly a decade of missing the menu, these popular handheld items were returned in early July. McDonald’s Restaurants, the first three days of the renewal between July 10th and July 12th, saw double digit customer traffic increase compared to average daily visits recorded so far this year, according to data from Placer.ai. Investment company Evercore ISI estimates that the same U.S. store sales rose 7% in the third quarter so far.
The surge in demand has caused a temporary lettuce shortage in some locations, but McDonald said the issue has been resolved. “After nine years of high demand, fans have come all their way to celebrate the return of snack wraps,” McDonald’s US said in a statement, highlighting the long queues at restaurants and the big topics on social media.
This powerful debut offers a positive outlook for the fast food giant facing a decline in sales. In the first quarter of 2025, McDonald’s reported the biggest decline in the same store sales in the US since the early days of the Covid-19 pandemic. While recent marketing campaigns have generated interest, including $5 worth of meals and promotions related to Minecraft movies, these efforts are often short-lived and can put pressure on profit margins. In contrast, the popularity of snack wraps suggests a boost to more sustainable sales.
A survey by market research firms found that 90% of over 200 verified snack wrap buyers expressed their intention to buy the item again. These buyers also tend to have frequent McDonald’s customers, with an average of 56 visits so far this year. This is more than twice the average 25 visits for a typical customer.
The improved snack wrap includes one of McDonald’s MacCrispy Chicken Strips and a selection of finely made lettuce, cheese, spicy or lunch sauces. At a price of $2.99, the ranch version was the most popular, accounting for more than two-thirds of sales, followed by a 20% spicy option, with the remaining 12% choosing both.
McDonald’s plans to report second quarter revenue on August 6th. However, the impact of the snack wrap renewal will not be reflected in the report as items were introduced after the quarter ended.
