The fast-food chain brought back the Snack Wrap over the summer for $2.99.
Monopoly is back at McDonald’s: How to play
Monopoly fans can start peeling classic game pieces from McDonald’s for the chance at a fun prize.
The McDonald’s Snack Wrap was the “most popular new chicken product launch in the U.S. in recent history,” the fast-food giant touted in a third-quarter earnings call on Wednesday, Nov. 5.
Nearly one in five McDonald’s customers purchased a Snack Wrap after it was reintroduced to menus in July, Ian Borden, McDonald’s executive vice president and chief financial officer, said during the call.
“We started Q3 with the national launch of Snack Wraps, and the initial four-week window exceeded our expectations,” Borden said.
The wrap is currently available in three flavors – Ranch, Buffalo Ranch and Spicy – and can be ordered a la carte or as a combo meal. The meal includes two Snack Wraps, a medium fry and a drink of choice. Ordering the wrap individually costs $2.99; however, the meal price varies depending on location.
The Snack Wrap’s main ingredients are chicken breast meat (grilled or crispy), lettuce, cheese and sauce placed inside a soft flour tortilla.
The item initially launched on McDonald’s menus in 2006, but was phased out in 2016.
McDonald’s will ‘go after the broader chicken opportunity’
Due to the Snack Wrap’s success, McDonald’s CEO Christopher Kempczinski said it will “continue to go after the broader chicken opportunity by expanding our portfolio and pulsing in limited-time offers to meet evolving consumer tastes.”
“We’re driving good share on our chicken offerings and continue to gain share in our top 10 markets in the quarter,” Kempczinski said. “The strong customer reception to this highly anticipated launch highlights the importance of pairing the right product with the right value proposition.”
Successful Monopoly promotion
The company also highlighted the success of its Monopoly promotion. McDonald’s brought the game back at participating restaurants after a 10-year hiatus. McDonald’s introduced “digital game pieces” on its app along with its classic game pieces.
About 45 million unique individuals engaged with the Monopoly game on the McDonald’s app at least once since its launch on Oct. 6, according to the company. The game ended on Sunday, Nov. 2.
“We’re excited about how Monopoly is helping more customers discover our strong value offerings,” Kempczinski said.
As part of the game, customers could win numerous prizes, such as a dream vacation or a $1 million cash prize.
Kempczinski described the game’s success as “one of the biggest digital customer acquisition events we’ve ever had.”
Michelle Del Rey is a trending news reporter at USA TODAY. Reach her at mdelrey@usatoday.com
