McDonald’s Puts Chicken Flatbreads to the Test

Filed under Advertising, LTO, Marketing, Pricing, Snack Wrap, Test Market

 McDonald’s has moved away from the strategy of having regional variations of its menu, with the exception of the Northeast’s McLobster and a few others, instead establishing a more easily promoted national menu. But it still needs to test new items in a few select markets, and that process seems to be accelerating.

McDonald’s this week acknowledged via Twitter that it is testing a four-item line of Chicken Flatbreads. Reviewed (very positively) by blogger GrubGrade in August when they were testing in Baltimore, the flatbread sandwiches now are getting a tryout in Nebraska and New Mexico as well. What’s under consideration are new versions of a menu item McDonald’s first introduced as a national limited-time offer in 2002 to very enthusiastic response. Taco Bell has a similar Grilled Chicken Flatbread item on its menu now, as does Subway.

The new McDonald’s flatbreads have fewer than 300 calories, slightly lower than in previous incarnations. The four varieties—each with grilled chicken—are Tuscan Tomato Basil (basil pesto, tomatoes, garlic aioli), Four Cheese (with a blend of Cheddar, Monterey Jack, mozzarella and fontina, plus garlic aioli), Southwest (guacamole, pico de gallo) and BBQ Bacon Ranch (bacon, BBQ Ranch Sauce, four-cheese blend).

The  priced at $1.89, putting them 10¢ below the Angus Snack Wrap.

The flatbreads are similar to the Chicken Grande Wraps that McDonald’s also is testing. These full-size tortilla wraps are offered in Roma Pesto and Santa Fe BBQ varieties. Earlier this year, the chain tested a McBistro Chicken sandwich in Albuquerque, Baltimore and Omaha, Neb.

3 Responses to McDonald’s Puts Chicken Flatbreads to the Test

  1. These look so much better than the other fast flatbread offerings.
    Where’s the commercial for them, so everyone can hear about them?
    Great for working lunches and things.

  2. Jamie

    JUST picked these up in Omaha and they taste WAAAAAAAAY better than the onea at Toxic Hell…I mean Taco Bell..on 42 and F in Omaha there’s a Taco Bell and McDonald’s right next to each other and I seen on a sign that they had the same flatbread sandwiches and there was a HUGE line at Taco Bell I was NOT let down and definitely a good product!

  3. Kellie

    I’m going to McDonalds a lot more since the flatbreads have been added to our menu (Omaha). I LOVE THEM!

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