Month after month, year after year, McDonald's is evolving its menu. This evolution is necessary to remain competitive, while competitors have never been so numerous and are doing better. Fast food is booming, forcing McDonald's to revise its menu. The American giant sometimes finds itself forced to dip into its abandoned burgers to create something new, like here.
McDo and the quest for novelties
Big Mac, CBO, Royal Cheese, Double Cheeseburger, Big Tasty, 280, cult burgers, McDonald's has a whole bunch of them. Even though its menu is already quite full, and it is now necessary to scroll through the terminals to find the sandwich of your choice, the menu continues to welcome new arrivals. Most recently, the Big Arch joined the McDonald's family, embodying the giant's desire to retain big stomachs.
Because yes, after a McDonald's, many consumers are still hungry. And when you look at the prices displayed by McDonald's, this reality makes more than one person think. For the first time in its history, McDonald's has finally recorded a drop in customer traffic. Forced to react, the giant lowered some prices to attract customers, an insufficient effort in the face of years of shrinkflation.
The Snack Wrap returns after a 9-year absence
Across the Atlantic, a new burger is making a comeback, 9 years after its disappearance. Its name? The Snack Wrap. A simple formula: chicken, lettuce, cheese, and a tortilla. However, franchisees complained about the Snack Wraps, claiming that the burger was too complicated to prepare. Snack Wraps disappeared from official menus in 2016, although some McDonald's continued to serve them until 2020, when they were permanently removed from all stores.
But consumers love wraps. The competition is taking over this promising sector and quietly establishing itself. McDonald's is still one step behind its younger rivals, and is trying to make up for lost time starting July 10 with the return of the Snack Wrap. A popular product whose return was eagerly awaited, it will eventually push American consumers back to McDonald's restaurants.
The outlook is not all rosy for McDonald's across the Atlantic, as the chain announced in May that it had recorded a decline in sales for the second consecutive quarter, the worst loss since Covid. The reason is simple: Customers have cut back on spending due to the fragile economy. And if recent events in Los Angeles are any guide, things aren't going to get any better.
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