McDonald’s continues to explore what it can turn into a tortilla wrap, and it keeps ratcheting up the quality. First it tried stepping up from wrapping a regular burger patty in its Big Mac Snack Wrap to the bigger, better Angus Snack Wrap that goes national Aug. 10. Now McDonald’s is trying a similar upgrade with chicken.
In Ireland this week, McDonald’s introduced Wraps (yes, sadly, that’s the boring name), a range of four full-size wraps, two of which use the chain’s Chicken Selects tenders as the protein. This is a departure for the chain, which previously has used chopped Chicken McNuggets in snack items such as the mini Snack Wrap Giardino it’s offering now in Switzerland. Using the higher-quality selects for these full-size McWrap sandwiches hints at where McDonald’s may go soon in the U.S.
The four Wraps, each in a soft tortilla, are:
● Sweet Crispy Chicken Chili Wrap with two Chicken Selects, shredded lettuce, cucumber slices, mayo and the sweet chili sauce used here as a McNuggets dipping sauce during a Winter Olympics promotion;
● Crispy Chicken & Bacon Wrap with two Chicken Selects, smoked bacon, shredded lettuce, a tomato slice, a sweet-tangy sauce and mayo;
● Spicy Veggie Wrap with chopped spicy veggie burger, sweet chili sauce, cucumber slices, shredded lettuce and mayo. What’s interesting here is that McDonald’s has no veggie-burger alternative on its regular menu. It’s unclear where this nonmeat patty comes from.
A TV commercial (at right) backing the Wraps launch shows people doing a variety of tasks—playing the piano, solving a Rubik’s Cube, typing, golfing, etc.—one-handed while eating a wrap.