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McDonald’s Calls It a Wrap on Its Wraps

McDonald’s Calls It a Wrap on Its Wraps


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Time-consuming menu item has been cut from menus after disappointing sales

McWraps were introduced to attract millennials looking for healthy options.

McDonald’s has removed its signature wraps from its menus following disappointing sales and the difficulty in assembling the product.

Premium McWraps were introduced in 2013, and known internally as the ‘Subway buster.’ The menu item was meant to attract younger healthier eaters, reports Bloomberg. You’ve got to give the people what they want.”

McWraps weren’t only unpopular with customers, but with employees and franchisees as well. The wraps were time-consuming to make. It took 20 seconds just to steam the tortilla, and all the ingredients needed to be chopped, stuffed, and rolled neatly to fit inside a slim cardboard box. Given the stresses already put on franchises with the addition of all-day breakfast, simplifying the menu by eliminating the underperforming wraps makes sense.

Disappointed about the menu change? Click here to read about a new McCafé offering the chain is testing.


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


McDonald's Discontinues Snack Wraps (MCD)

It's a wrap for wraps at McDonalds Corporation (MCD).

The restaurant chain has decided to pull the plug on McWraps. Available at multiple price points, McWraps were introduced last summer to attract millennials, who crave fast casual food. Unfortunately, they added complexity to the operations and menu of the restaurant chain, which has been striving for simplicity.

For starters, they took a long time to assemble. According to reports, steaming tortillas for premium wraps took 20 seconds. Subsequent actions, such as chopping ingredients, stuffing them, and rolling the final wrap, added more time and complexity to the process. In addition to this, they added wait times to drive-thru orders, which account for 70% of the company's revenues. In contrast, McDonald's burgers take 10 seconds to assemble. The decision to discontinue wraps seems to have been on the agenda for a while, since individual franchises had already begun eliminating the item from their restaurants as far back as October last year. (See also: McDonald's Franchisees Worried About the Future​.)

During an earnings call in the second quarter last year, CEO Steven Easterbrook had emphasized the importance of simplicity and efficiency in the chain's operations.

“It's not simply the menu simplification, it's what else can we take off the workload of our teams in the restaurants to enable them to focus on what really matters, which is taking care of customers,” he said.

The success of the all-day breakfast menu also played a role in the company's decision to eliminate wraps from its menu. Analyst Jack Russo with Edward Jones was quoted in a Bloomberg report as saying that McWraps never really “took off” with customers as compared to the success of the all-day breakfast menu item, and this might have accelerated the item's demise. (See also: McDonald's Earnings Powered by All-Day Breakfast.)


Watch the video: Giorno u0026 DIO Go to McDonalds. EPISODE 2 (May 2022).


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