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Mac Snack Wrap: The Clone Wars Begin

Filed under Marketing, Menu, Mini Burgers, Snack Wrap

papawrap Well, that didn’t take long, did it? About 10 months after McDonald’s first introduced the Mac Snack Wrap in Canada and less than one month after being rolled out across the U.S., the burger-in-a-tortilla has its first impersonator. The only real surprise is who is doing the mimicry.

The Papa Burger Wrap introduced this week by A&W All-American Food is the Mac Snack Wrap, except that it has a bit of tomato and costs more ($1.99 versus $1.49 for McDonald’s original). A&W’s version is based on its double-decker Papa Burger, which is just like the Big Mac (right down to the special sauce) except that (1) it has tomato and (2) you’ve probably never had one.

To be fair, A&W’s Papa Burger dates to 1963, five years before McDonald’s franchisee Jim Delligatti created the Big Mac. While they were at it, A&W also cloned the chicken wraps sold by McDonald’s, Wendy’s and others, calling theirs the Papa Chicken Wrap.

A&W All-American Food is the neglected Cinderella in the portfolio of Louisville, Ky.-based Yum! Brands, which also owns KFC, Pizza Hut, Taco Bell and Long John Silver’s. Yum! never talks about its little burger and root-beer chain, which has roughly 360 standalone locations plus another 650 that are co-branded with KFC or one of its other, better-liked concepts. A&W restaurants in Canada are operated by a separate company unrelated to Yum! Brands. Canada isn’t getting the Papa Burger Wrap. Instead, it’s currently promoting two Mama Burgers for $4. Such a deal.

One Response to Mac Snack Wrap: The Clone Wars Begin

  1. The actual slice of real tomato on the Papa Burger is nice enough, but cheap fast food hamburgers should be CHEAP,after all.
    Or good.
    Or both, like Checkers/Rallys Big Buford.
    A cheap burger wrapped in a cardboard tortilla like the ones at Taco Hell?
    This is a joke, right?
    YUM! brands has some work to do.
    Wanna be serving good burgers like Hardees or Backyard Burgers?
    Do it.
    Wanna dive to the bottom and use TV/radio to sell crap food like Burger King and McDonalds do every day?

    Me? I want a Big Rosti. With fries.