McDonald's Teases the Return of a Beloved Menu Item in a New Form

Back in 2006, McDonald's introduced the Snack Wrap as a convenient way to eat on the go. It became a staple on the menu for a decade but was discontinued seven years ago in a move that disappointed customers everywhere. But fans of the Snack Wrap won't have to wait much longer to revisit the feeling of eating one.

The fast food giant announced to investors Dec. 6 that it will be expanding its chicken meals to include a wrap version of the McCrispy, its "Southern-style fried chicken sandwich" with pickles served on a buttered potato roll.

"In the U.S. business, we have three really strong chicken brands between McChicken, Chicken McNuggets, and obviously McCrispy," McDonald's USA president Joe Erlinger said. “But [with] McCrispy, we’re in the early days really building that brand and so looking forward. Will we eventually have a crispy tender? Yes. And will that allow us to eventually have a McCrispy Snack Wrap? Yes. But we’re still in the early days of doing that."

Related: McDonald's Plans to Roll Out a Major Upgrade to Its Burgers

McDonald's launched the McCrispy just last year and hopes to offer it around the world by the end of 2025. At the same time, the chain also aims to create these Snack Wrap versions of the rapidly-growing menu option.

While one might associate McDonald's with Big Macs or other hamburgers, chicken sales for the company have grown to rival that of beef in recent years.

"Today, the size of the company's chicken business is on par with beef, as the company continues to aggressively expand through billion-dollar equities including McNuggets, McChicken, McCrispy, and McSpicy," the company said in a statement. The forthcoming new offerings like the eventual expansion of McCrispy into wraps and tenders "reflect the company's ability to test and scale quickly to serve customers."

Over 80 years into its life, McDonald's proves reinvention is possible at any age.