McDonald’s brings back a beloved favourite
After years of pleas from enthusiasts pleading to bring it back, McDonald’s finally heeded the call and gave the people what they wanted — the Snack Wrap is available again.
The signature wrap, which disappeared from most U.S. restaurants in 2016, finally came back on July 10, 2025. The anticipation started in December of 2024 when McDonald’s U.S. President Joe Erlinger revealed that it was coming back. Enthusiasts waited eagerly for months, waiting for the days to go by.
And it did. McDonald’s saw a 15% increase in visits on opening day, and traffic was 22% above average the next day. The Snack Wrap comeback was something more than nostalgia — it was sound business.
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The power of nostalgia marketing
McDonald’s is a master at pulling on our heartstrings. They’ve gone hard on retro marketing lately—recall Grimace’s birthday or the return of McNugget Buddies? They don’t hunger for our business. They are hungry for an emotional response.
To mark the return of the Snack Wrap, McDonald’s created a retro-themed website, which it shared all over social media, along with advertisements on the boob tube and even social media marketing via Snapchat.
The brand is also going after younger consumers who may not remember the original Snack Wrap. With some help from a new agency, they introduced a new character, “Unc,” played by actor Hassan Johnson of The Wire fame, to take the product to Gen Z.
Popeyes enters the fight with its own wraps
McDonald’s may have launched the summer season with a bang, but Popeyes wasn’t about to let them steal the whole show. On the heels of McDonald’s relaunch, just days away, Popeyes launched their new Chicken Wraps on June 2.
Touted as “a whole lot of flavour without breaking the bank,” the wraps are one of Popeyes’ overall tactics to shake up fast food—and subtly nudge at the Golden Arches.
To spice up their rollout a bit, Popeyes hired the world’s first AI-generated diss track. Yea—they dropped a rap video with a knight in armour, a Popeyes diss, and even a sad clown flipping fast food. It was strange, over-the-top, and hilarious—exactly what the internet loves.
Taco Bell and others ride the chicken bandwagon
And the battle did not stop there. Taco Bell also joined the wrap wars by offering crispy chicken burritos and tacos, some of which feature Taco Bell’s unique twist. They applied their Taco Bell spin to them.
They said this is not a time for chicken — it’s a movement. They’re delivering crispy chicken “the only way we know how: full of flavor and unmistakably Taco Bell,” stated CMO, Taco Bell.
They even enlisted stars to share the message. Actress Kate Flannery (The Office), rapper GaTa, and chef Christian Petroni championed the campaign using Cameo and ads.
And in one tongue-in-cheek commercial, a consumer wonders, “Can you reUnsurprisingly, the answer is yes. a taco shop?” Spoiler alert: yes, you can.
KFC, Wingstop, and white castle want in on the action
They’re not the only ones scraping to be top dogs in the chicken battle. KFC, the original fried chicken king, has been introducing new chicken offerings and creative commercials.
Wingstop, the wing flavour aficionado, isn’t intimidated, either. New chicken sandwiches and flavour combinations are coming to fight the wrap mania.
Even White Castle, the slider king, is joining the fray. Chicken rings and their new spicy chicken sliders are just the beginning of a larger plan to stay current in the growing chicken war.
Why chicken? Why now?
So, what is fueling this fast-food chicken frenzy?
According to R.J. Hottovy from Placer.ai, it’s about more than price — it’s about innovation. Fast food customers want value and variety, and chicken offers endless possibilities.
“From new chicken strip offerings to all these snack wraps, we’re seeing chicken drive real traffic,” Hottovy explained. He also pointed out how chicken is a great protein for experimenting with flavors and formats.
And don’t forget: chicken is finger food. It’s perfect for busy people who need something quick, hot, and tasty. And so restaurants are doubling down on it — and they’re raking in enormous profits.
Fast food wrap wars are healthy
So what does all this do for you?
It means more choice.
Whether you’re craving the comfort of McDonald’s Snack Wrap, the spicentirelyPopeyes’ new wraps, or something completely new from Taco Bell or KFC, the summer of chicken is giving fast food lovers a lot to look forward to.
As competition increases, brands are making greater efforts to impress you. That means better flavours, more value, and creative marketing that’s actually fun to watch.
Don’t miss the limited-time deals
If you’re interested in trying these wraps, you’ll want to act soon. McDonald’s hasn’t confirmed how long the Snack Wrap will stick around, and other chains are testing items for limited runs too.
Keep an eye on your favourite restaurant apps and social media—many chains are offering special promos, app-only deals, and exclusive early access to new items.
It’s chicken season – and everyone’s hungry
This summer is all about crispy chicken, bold flavor, and some friendly competition between fast food titans. Team McDonald’s, team Popeyes, team Taco Bell, or just here for the grub — one thing’s certain: the chicken war has yet to end.
