McDonald’s chef Wayne Cour shows off a spicy and lunch snack wrap after finishing the wrapping at McDonald’s headquarters in Chicago on May 29, 2025.
Nam Y. Huh | AP
Early data suggests a return of McDonald’s Snack wraps are attracting customers.
After almost decades of rest, the burger chain regained its popular menu item earlier this month. So far, it looks like a hit.
From July 10th to July 12th, the first three days of the launch, the McDonald locations saw double-digit traffic jumps daily compared to daily averages, according to data from Placer.ai. Evercore ISI estimates that in the third quarter, its attendance sales have risen 7% so far, according to research notes on Thursday.
Some of McDonald’s US stores ran out of lettuce, but the company later settled a temporary shortage.
“After demand came nine years later, fans showed up fully in their strength to celebrate snack wrap’s return. We were blown away from packed restaurants lined up through the doors of non-stop social talk.”
The success of adding a permanent menu is good news for McDonald’s. McDonald’s has been struggling with sales drops in recent months. In the first quarter, the company reported the largest quarterly decline in sales in the United States since 2020, when the Covid-19 pandemic closed its dining rooms.
McDonald’s had marketing victories, including a $5 meal deal and a tie-in for the Minecraft movie. However, discounts allow you to weigh the profitability of your restaurant, and limited time promotions will only temporarily boost your traffic.
Most importantly for McDonald’s, it appears that customers enjoy snack wraps. It suggests that a lift to McDonald’s sales could last longer than the social media talk that fueled the initial traffic boost.
A molecular survey of over 200 verified buyers of McDonald’s snack wraps found that 90% of respondents would buy items again in the future.
These early snack wrap buyers are McDonald’s loyal customers. Molecular Factors found that the average survey respondents have visited the chain 56 times so far this year. A typical McDonald’s diner only visits one of the restaurants 25 times in the same period.
In addition to lettuce, shredded cheese and sauce, McDonald’s revived snack wrap is made with one of the chain’s McCrispy strips that launched nationwide in May. The wrap, which sells for $2.99 each, comes in two flavors: spicy and ranch. Over three-thirds of molecular survey respondents purchased only the ranch snack wrap, 20% bought the spicy version, and 12% bought both.
The company plans to report its second quarter revenues on August 6th. The report does not include the effects of snack wraps that have been rolled out nationwide since the quarter ended.
