An Official Big Mac - © McDonald's Restaurants

McProduct Dev. Update: New Burger, Wrap Initiatives

If you thought McDonald’s was entirely immersed in launching next-gen stores and the CosMc’s spinoff – think again. McD’s has been working quietly on new initiatives; one focusing on better burgers, another on bringing back Wraps and intro’ing Tenders!

McDs Crispy Chicken Sammy - © McDonaldsMcDonald’s McCrispy fried chicken sandwich. Destined for world fame…

It seems to be McDonald’s week in the food newsphere… Anyway, we’ve stumbled on what journalists call a ‘backgrounder’ about what McD’s is planning for the near future. That is, on into 2025, at least.

Chicken Wars update

MCD’s has let it be known that it intends to expand it’s fried chicken commitment to, “offer McCrispy in nearly all markets around the world by the end of 2025 and to expand McCrispy into wraps and tenders.”

The chain has offered chicken wraps before. In fact, they’re still on the menu here in Canada as well as in the UK, Australia, and New Zealand. Those are called ‘Snack Wraps’, and they’re sized on the ‘miniature’ side. But McD’s doesn’t sat whether it will offer Snackers or full-sized wraps in its coming menu revamp. It sold full-sized McWraps broadly across the chain, but discontinued them (to many fans’ consternation) as part of a menu-streamlining program.

This can mean only one thing: The Fast Food Chicken Wars have become a Cold War or sorts. Crispy, fried chicken isn’t going anywhere, anytime soon.

Best Burger program

We’ve reported before on McD’s long-term commitment to upgrade its burgers – the Best Burger Initiative. Now, the chain is planning to expand the program to ‘nearly all markets’ by the end of 2026.

This past spring, McD’s announced it would be making ‘small but tasty improvements’ to its Big Mac, McDouble, Cheeseburger, Double Cheeseburger, and Hamburger. Aimed at making them ‘”hotter, juicier, and more delicious’.

Among the product enhancements planned were:

“Softer, pillowy buns that are freshly toasted to a golden brown.”

“Perfectly melted cheese that will make you want to savor every last bit off the wrapper.”

“Juicier, caramelized flavor from adding white onions to the patties while they’re still on the grill.”

“Even more of everyone’s favorite Big Mac sauce, bringing more tangy sweetness in every Big Mac bite.”

Already in place near you?

Even as the program was announced officially last April, we were told the enhancements had already been implemented in Canada, Australia, and Belgium. They were also being test marketed in several US test markets including Los Angeles, Seattle, Portland, San Francisco, Sacramento, Phoenix, Las Vegas, Salt Lake City, Denver, Boise, Tucson, and surrounding cities.

Watch for TV ads signalling the launch of the Best Burger enhancements in your area…

~ Maggie J.