No More Wraps In McDonald's Menu

McDonald's bids farewell to its wraps range to curb on prep time.

McDonald Corporation has finally bid farewell to wraps from its menu. They have now abandoned a core menu offering that was initially derived initially to appeal to the taste buds of healthy, young eaters.

Last summer, the fast food behemoth came up with snack sized and large wraps at its outlets in the United States as per Ms. Lisa McComb, the spokeswoman of the company. Some of the outlets are still retailing the snack wrap’s chicken ranch variant but the sandwiches have now been replaced mostly by the company.

This initiative is a representation of the company’s strategy which has now been reversed. The idea was to appeal the millennials who are said to be weight watchers through this product line but now things have changed. In contrast to the signature burgers prepared by MCD, the McWraps were said to have more vegetables and lesser calorie account. They took almost a time span of two years to surface. This range was also coined as “Subway buster” that meant that the company wished to curb competition from its rival.

However, the wraps turned out to be a headache. These were mostly time consuming requiring more assembly time and were never popular amongst the McDonald’s fan claimed an analyst from Edward Jones, Mr. Jack Russo. In 2006, the company came up with snack sized wraps which have also lost its charm.

 “A lot of people who eat at restaurants aren’t interested in health and wellness,” he stated. “You’ve got to give the people what they want.”

The thing which killed the charm of wraps was the launch of an all-day breakfast menu in the United States. The company started to offer its breakfast menu throughout the day in October which turned out to be a game changer for them. Other than that the two for $5 offering as well as the decrease in the prices of chicken and beef was beneficial as well. This in return helped them to overcome the sales slump that was taking place for seven consecutive quarters.

Steve Easterbrook, the Chief Executive Officer of the company has taken charge since a year back. His strategy is to make the McDonald’s menu simple and pace up things in the kitchen. This is not it but the company has also put an end to the jalapeno McDouble, grilled onion cheddar burgers, and the McChicken buffalo ranch sandwiches.

The premium wraps are not really easy to make. It takes around 20 seconds to heat the tortilla. After that, the remaining ingredients need to be stuffed, chopped, rolled and fixed inside a sleek cardboard packaging. So with the launch of the all-day breakfast, the company was forced to reduce the preparation time and make the menu simpler. This is the reason why owners of almost 90% of the McDonald outlets in US decided to get rid of the wraps.

 “When you add all-day breakfast, you’re making things more complicated,” claimed Russo. “You’re just adding in more product choices, and something’s got to go.”