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The fast-food giant discontinued the item in 2016, citing operational slowdowns and complications with preparation time. That decision was met with disappointment from a massive base of fans, who never stopped asking for its return.
But now, nearly 10 years later, McDonald’s is answering the call.
The buzz started building last year, and fans erupted with excitement when McDonald’s dropped a not-so-subtle hint on social media.
“snack wraps 0x.14.2025,” the company wrote on X (formerly Twitter), sending the internet into a frenzy.
This cryptic message came just months after Joe Erlinger, President of McDonald’s USA, confirmed the beloved item’s return during a December appearance on ABC’s Good Morning America.
“The Snack Wrap will be back in 2025. This has a cult following. I get so many emails into my inbox about this product. It will be back in 2025,” Erlinger said.
Although no official launch date has been released—Erlinger citing “competitive reasons” for the secrecy—the cat is out of the bag: Snack Wraps are back, and the countdown has begun.
While McDonald’s was built on burgers and fries, the company has seen chicken soar in popularity in recent years. The McCrispy sandwich, launched in 2021, signaled a new era of competition in the chicken space—and McDonald’s has no plans to slow down.
CEO Chris Kempczinski confirmed the shift in focus during a February earnings call, noting that chicken-based sales are now matching those of hamburgers.
“There is incredible energy for the return of Snack Wraps in the U.S., along with a few other markets,” Kempczinski said. “The chicken team would kill me if I gave any more details about the when and the exact specifics of how we’re going to plan on doing that, but certainly expect that to come online later in the year.”
This comeback is more than just a nod to nostalgia—it’s part of a bigger strategy to capitalize on the booming chicken craze.
McDonald’s isn’t shy about crediting its customer base for driving the decision. The push for the Snack Wrap’s return was relentless across platforms, and company leaders took notice.
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“If you ever wonder if your posts here matter, they do. Snack Wrap Nation (yes, it’s a true thing), you made this happen,” wrote McDonald’s senior marketing director Guillaume Huin. “Snack Wraps are, by far, our most requested item on @X or at our customer care service. Every single post you made got us closer to being able to bring back the Snack Wraps at McDonald’s. They were in all our meetings, in every single powerpoint, in all our discussion to decide if we should bring back this icon.”
It wasn’t just a trending hashtag—it became a marketing movement. Fans who refused to let the Snack Wrap disappear from memory can now celebrate their hard-won victory.
Though the exact release date remains a mystery, one thing is clear—when the Snack Wrap hits menus again, it won’t be a quiet return. Expect packed drive-thrus, massive buzz, and customers lining up just for a taste of what they’ve missed since 2016.
This isn’t just about a wrap. It’s about listening to the people. And this time, McDonald’s heard them loud and clear.
