McDonald's (MCD) dropped its Snack Wrap line back in 2016 and fans have clamored for its return since then. The chain still offers the popular item around the world, but it was dropped from menus in the United States -- not because it wasn't popular, but because it slowed down kitchen operations.
That means it's not likely to come back as the fast-food giant has made efficiency and getting food out of the kitchen and into customers' hands a core part of its business model. This has not stopped McDonald's from teasing its customers about the Snack Wrap coming back, though -- the chain did that back in November with a tweet poking fun at Taylor Swift that read "it's easier to order snack wraps than it is to get these tickets."
DON'T MISS: McDonald's Teases the Return of the Snack Wrap
But teasing on Twitter is not the same as actually bringing Snack Wraps back and that leaves room for McDonald's competitors. Wendy's (WEN) has been testing its take on a chicken wrap in select restaurants and intends to launch it nationally in March, according to leaked documents shared on Reddit published by the Fast Food Post.
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Wendy's Dropping Grilled Chicken Sandwiches
Wendy's won't just be adding a grilled chicken wrap (McDonald's Snack Wraps featured fried chicken) but will also be dropping its grilled chicken sandwiches, according to the leaked memo. The chain currently offers a basic Grilled Chicken sandwich as well as grilled chicken variants of its Pretzel Pub and Asiago Ranch Club.
When the new menu items roll out on March 28, the chain will replace its grilled chicken patties with "new fully cooked, pre-diced grilled chicken pieces."
That new chicken will be used in the new Grilled Chicken Ranch Wrap and in a Grilled Chicken Cobb Salad.
"The Grilled Chicken Ranch Wrap will offer all-white meat grilled chicken, shredded cheddar cheese, shredded lettuce, and ranch sauce wrapped in a warm flour tortilla," according to Fast Food Post.
Wendy's Making Major Meal Deal Changes
Last October, Wendy's phased down its popular 4 for $4 meal deal by taking sandwich choice out of the offer, moving it to the $5 Biggie Bag. That left the only sandwich option in a 4 for $4 as a Jr. Cheeseburger.
In its latest menu move, Wendy's isn't eliminating its $4 deal, but it is giving franchisees the option to downplay it. Starting March 6, when the new deals launch, the chain will allow markets to take the 4 for $4 off their menu board. They will have to offer it by request and it will remain on the menu on Wendy's app and at any menu kiosks.
As part of these new deals, Wendy's is also adding a $6 Biggie Bag. Here's the full list of new deals from the leaked memo.
- New $6 Biggie Bag Meal Deal: Crispy Chicken BLT or Bacon Double Stack, plus 4-piece Nuggets (Crispy or Spicy), Jr. Fry and a small drink.
- $5 Biggie Bag Meal Deal: JBC, Double Stack or Crispy Chicken Sandwich, plus 4-piece Nuggets (Crispy or Spicy), Jr. Fry and a small drink.
- 4 for $4 Meal Deal: Markets will have the option to remove the 4 for $4 from menus, but must offer the meal deal upon request at the $4 price point.
This is Wendy's trying hard to both offer value and choice by using different price points. McDonald's and Restaurant Brands International's (QSR) Burger King do not currently offer $4 meal deals which makes maintaining that price point an important advantage for Wendy's. Cost is a major factor for consumers, according to comments made by CEO Todd Penegor in a call discussing the chain's preliminary fourth-quarter earnings.
"We're looking at the health of the consumer. I mean we continue to see a consumer that's a little more strapped," he said. "We're in the right segment of the restaurant business. QSR continues to place -- be the place to be. There is continued trade down into our category."
