McDonald’s is depending on its new McWrap to connect with the next generation of customers.
The menu item is the fast food giant’s answer to competition from beloved millennial brands like Chipotle, Five Guys, and Subway, writes Susan Berfield at Bloomberg Businessweek.
The wraps have grilled or crispy chicken with mixed greens, cucumbers, tomatoes, and cheddar cheese. They’re topped with ranch, sweet chilli, or garlic dressing.
McDonald’s has had trouble connecting with millennials because of the perception that it sells junk food, according to Businessweek.
The fast food chain spent two years perfecting the McWrap with the intention of taking down competition.
In March, AdWeek reported that McDonald’s called the McWrap the “Subway crusher” in an internal menu.
The memo also calls the item the “perfect food offering” to connect with millennials. McDonald’s doesn’t even rank in the top 10 favourite brands for that generation.
The McWrap’s success is unclear because McDonald’s hasn’t shared sales figures.
“That likely means the numbers are nothing to boast about,” Berman writes.
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