McDonald's is adding a permanent new offering toits menu: chicken McWraps.
The world's biggest hamburger chain says the new sandwichwrap will come in three varieties — Chicken & Bacon, Sweet Chili Chickenand Chicken & Ranch. The company already offers similar wraps in otherparts of the world, including Europe.
The Oak Brook, Ill.-based chain says the McWraps use thesame type of flour tortillas and chicken as its snack wraps, which wereintroduced in 2006. But two of the new McWraps will come with cucumbers, whichthe company says will mark the first time the vegetable will be part of itscore menu. The wraps range from 360 to 600 calories, depending on whetherpeople pick grilled or deep-fried chicken.
McDonald's Corp. has been stepping up the pace of its newmenu offerings as it struggles to grow sales in the challenging economy. Lastyear, the company ousted the head of its U.S. division after a monthly salesfigure fell for the first time in nearly a decade.
By refreshing its menu, McDonald's is hoping to hold ontocustomers as it faces a shifting industry and intensifying competition from thelikes of Burger King and Wendy's. Next week, for instance, The Wendy's Co.plans to roll out its "Flatbread Grilled Chicken Sandwiches" in twovarieties; an Asiago Ranch flavor will have 530 calories and the Honey Mustardflavor will have 370 calories.
The latest offerings also reflect the changing tastes ofdiners, who are increasingly looking for more premium ingredients with ahealthier image — even at fast-food chains. McDonald's, for example, isofficially calling the new wraps "Premium McWraps." It also plans tooffer a version of its Egg McMuffin made with egg whites starting April 22. Andthis week, Burger King Worldwide Inc. rolled out its first turkey burgerfollowing the success of turkey burgers at Carl's Jr. and Hardee's.
Dan Coudreaut, director of culinary innovation ofMcDonald's, says the wraps will be a new "platform" and thatdifferent varieties are already in the pipeline. These could include spicy orCajun flavors, he said. In Europe, he noted, there is a shrimp McWrap.
"It's the benefit of McDonald's being a globalsystem," he said, noting that the company can take successful items fromaround the world and adapt them to other markets. The Sweet Chili ChickenMcWrap, for instance, was first offered in Australia.
Although the chicken McWraps officially launch nationwidenext week, the company says many restaurants already have them. The suggestedprice for a wrap is $3.99.
National advertising is set to start April 1.