McDonald’s adds Chicken McWraps to its Lineup
March 11, 2013|By Gary Glen
The chicken McWrap will soon be a permanent offering on the McDonald’s menu. With a national advertising campaign set to kick off on April 1st, McDonald’s will offer three versions-Chicken & Ranch, Chicken & Bacon and Sweet Chili Chicken. McDonald’s say the new wraps will vary from 360 to 600 calories each, depending upon the cooking method; deep-fried or grilled.
The increased competition the fast food industry is currently facing, especially within the chicken spectrum means national chains will forever be testing and evaluating new product offerings. Dan Coudreaut, director of culinary innovation at McDonald’s, says, “the wraps will be a new “platform” and that different varieties are already in the pipeline. These could include spicy or Cajun flavors”, he said.
“being a global system… The company can take successful items from around the world and adapt them to other markets.”
He added, “In Europe, there is a shrimp McWrap. It’s the benefit of McDonald’s being a global system. The company can take successful items from around the world and adapt them to other markets. The Sweet Chili Chicken McWrap, for instance, was first offered in Australia.”
The new chicken McWraps are just one example of catering to the ever changing demands of consumers. Premium ingredients with a healthy image are what consumers are looking for. Burger King, for instance, recently introduced its turkey burger after the success seen with the Hardee and Carl’s Jr. version. Wendy’s is also making some big moves with its announcement of a new product line-The Flatbread Grilled Chicken Sandwich.
Despite the fact that the official marketing launch for the new McWraps is still a couple of weeks away, many McDonald restaurants are already serving them. The suggested price for the Chicken McWrap is $3.99.
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