Key Takeaways
Nostalgia drives engagement. Customers love familiar products that remind them of good times, just like McDonald’s snack wraps did.
Teasing builds curiosity. Dropping hints and small reveals keeps your audience intrigued and eager for more.
Listening creates loyalty. McDonald’s brought back snack wraps because fans asked—your customers are telling you what they want too.
Timing boosts impact. Launching your product when people are most likely to need or want it makes all the difference.
Community spreads the word. Use your loyal fans, influencers, and happy customers to amplify your message naturally.
McDonald’s Snack Wraps Here to Stay?
Let’s talk about McDonald’s snack wraps.
Now, I don’t know about you, but when I heard snack wraps were making a comeback, I smiled. Not because I eat fast food every day (though I do love a drive-thru treat now and then), but because I saw a brilliant business lesson unfolding. One that your small business can learn a lot from.
I’ve been a coach for over 25 years, and if there’s one thing I know for sure, it’s this: people don’t just buy products. They buy stories. They buy feelings. And most of all, they love the excitement of something coming back.
McDonald’s snack wraps are more than chicken in a tortilla. They’re a masterclass in anticipation.
So, how can your small business build that same kind of energy and engagement? Let’s break it down.
The Power of a Comeback
Back in 2016, McDonald’s snack wraps disappeared. Fans weren’t happy. They talked about it for years. On social media, in comments, in customer surveys. It became a bit of a legend.
Then, out of the blue, McDonald’s started dropping little hints. A word here, a teaser there. And just like that—everyone was watching. Hoping. Waiting.
Now, ask yourself: what’s something from your business’s past that your customers still talk about? Maybe it’s a discontinued product. A special service. A seasonal offer. You don’t have to be a billion-dollar brand to bring back something your customers love.
And when you do, make it an event.
Nostalgia Works—So Use It
People crave comfort. Familiarity. A good memory.
McDonald’s snack wraps tap into that. They bring people back to high school lunch breaks, road trips, quick bites between errands. Nostalgia is powerful.
You can use that same feeling in your small business. Post a throwback photo. Tell the story of a “classic” product. Share what customers used to love—and hint that it might return.
You’re not selling a thing. You’re selling a feeling. That’s what they’ll remember.
Don’t Be Afraid to Tease
I loved how McDonald’s didn’t just say, “Snack wraps are back!” They played it slow. A mysterious tweet. A date with no context. Influencers guessing. Customers buzzing.
You can do that too—on your own scale.
Next time you’re launching something new (or bringing something back), don’t spill all the beans at once. Tease it. Share a blurry photo. Drop a hint in your newsletter. Let people guess. Let them want it.
Anticipation is free marketing.
Listen to Your Customers—and Show Them You Are
McDonald’s snack wraps came back because people asked for them. Loudly and often.
Your customers are talking too. Are you listening?
Look at your reviews. Comments. Emails. What do people keep bringing up? What do they miss? What would they love to see again?
When you act on feedback, your customers feel seen. And when they feel seen, they come back. Again and again.
Timing Is Everything
Notice how McDonald’s is likely bringing the wraps back in summer? That’s not random. People are on the go. Families are out and about. Snack-sized meals fit the season.
Your small business needs to think about timing, too.
Don’t launch your cozy fall products in July. Don’t start a big promotion right after a major holiday when wallets are tight. Pay attention to when your customers are most engaged—and meet them there.
A well-timed release can do half the work for you.
Let Others Do the Talking
When McDonald’s snack wraps news broke, it wasn’t just McDonald’s posting. Influencers and food bloggers spread the word. That’s the magic of community.
Now, I know you may not have celebrities reviewing your product (yet). But you do have happy customers. Loyal fans. Maybe even a local influencer who loves your shop.
Encourage them to share. Give them a sneak peek. Ask for their opinion. Let them be part of the story.
Word of mouth is still gold—and it’s more personal now than ever before.
Build a Buzz-Worthy Launch Plan
You don’t need a big budget to build big excitement. You just need a plan. Here’s a simple one:
- Pick a product or service to bring back or launch.
- Start teasing it 2–3 weeks ahead of time.
- Post consistently, using mystery and excitement.
- Ask questions and engage with every comment.
- Highlight customers or influencers who mention it.
- Launch with energy—celebrate it, even if it’s small.
If McDonald’s snack wraps can come back and get millions of eyeballs, your product can turn heads, too. You just have to build the moment.
Final Thoughts: McDonald’s Snack Wraps
I’ve coached hundreds of business owners, and let me tell you—there is magic in a well-timed return. A well-crafted tease. A product that feels familiar and fresh.
Don’t get caught thinking you need to invent something new every month. Sometimes, what your customers want most… is something they already loved.
Just like McDonald’s snack wraps.
So, go ahead. Look back. Dust off that one idea. That one offer. That one thing people still ask about.
Bring it back—with a strategic marketing plan, with excitement, and with heart.
And when you do? I’ll be right here, cheering you on.
FAQs
What made McDonald’s snack wraps so popular in the first place?
McDonald’s snack wraps were a hit most likely because they were tasty, cheap, and the buzz they created. The combo of crispy or grilled chicken, fresh lettuce, shredded cheese, and a tasty sauce—all wrapped in a flour tortilla—made them a go-to choice for people on the move. But more than that, they created a loyal fan base that never forgot them, which helped build the hype for their return.
How can a small business build similar excitement around a product?
Start by identifying something your customers already loved—maybe a seasonal product, a discontinued item, or even a service you used to offer. Then, tease its return with mystery and intention. Share little glimpses, drop clues, and invite your customers to guess or remember. Just like McDonald’s did with its snack wraps, the key is to make your audience feel involved and excited before the launch.
Do I need a big marketing budget to create buzz like McDonald’s?
Absolutely not. While McDonald’s has deep pockets, the tactics they used—like teasing a launch, using nostalgia, and engaging their audience—are all things you can do with little to no budget. Use your social media, email list, and most importantly, your existing customer relationships. It’s about creativity and connection, not cash.
Deckard & Company.