That’s a wrap! McDonald’s has dropped wraps from its menus after the signature product failed to attract younger, healthy eaters, Bloomberg reported Thursday.
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Although some McDonald’s locations are still offering the chicken ranch version of the chain’s wrap, the item has mostly vanished from menus nationwide. McDonald’s started phasing out wraps at U.S. locations last year, according to company spokeswoman Lisa McComb.
Bloomberg reports the move represents a dramatic reversal for a category meant to attract millennials.
When McDonald’s introduced the Premium McWrap in 2013, an internal memo leaked to the media described the new product as a “Subway buster.”
Wraps were labor intensive and never took off.
[via Bloomberg]Wraps were time-consuming for workers to assemble and they never took off with many customers, said Jack Russo, an analyst at Edward Jones. Snack-sized wraps, which debuted in 2006, also have largely been phased out.