The McWrap is officially dead in the water, as McDonald’s has announced that the healthy(?) option is being removed from restaurant menus this week. The move comes as McDonald’s further attempts to cut down on its saturated menu, a circus of meaty delights that ballooned to over one hundred items in the past decade.
McDonald’s introduced the McWrap in 2013, dubbing it the “Subway-buster” because the executives really thought that it could compete with Subway, back when the company was still trying to advertise to millennials with healthier options. It was the anti-Burger King campaign, the latter of which was busy trying to bring in college males with its own failed attempt at connecting.
While the McWrap didn’t draw in customers (the healthier options were virtually negligible in sales), it did increase times at the drive-thru and slow down production. The great thing about wraps is that they are very slow to cook in fast food time, twenty seconds to toast the tortilla is a lifetime when you have a giant lunch rush to deal with.
Also slashed was the Jalapeno McDouble, grilled onion-cheddar burger, and the buffalo ranch McChicken.
McDonald’s is itching for its next big product after a string of failures. Something like the Bic Mac 2: The Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun boogaloo.