McDonald's Tests Big Mac in a Tortilla

Fast-Food Giant Rolls Out Snack Wrap Mac in Markets Including Houston, Wisconsin

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CHICAGO (AdAge.com) -- McDonald's might have to come up with a new "two all-beef patties" jingle for its newest product. The chain is testing the Snack Wrap Mac, which puts a new spin on the old classic: half a beef patty, special sauce, lettuce, cheese, pickles, onions -- wrapped in a flour tortilla.

McDonald's spokeswoman Danya Proud said the $1.49 wrap is being sold in an "advertised test" in several U.S. markets, including Houston. About 400 of the chain's 14,000 locations are testing it.

Another test market is Wisconsin, said Darren Tristano, exec VP of Technomic. "They're good," he said, adding, "It makes sense. They're cheaper than a Big Mac. It tastes like a Big Mac with a tortilla."

Ms. Proud said results so far have been "great." Tamping down expectations for when the product may be more widely available, she said, "It is just a test, and no final decisions have been made."

Success with other wraps
McDonald's introduced chicken snack wraps a few years ago in an effort to draw more traffic between lunch and dinner. They've been a huge success, both as snacks and add-ons to full meals. This is the chain's first wrap with beef.

McDonald's competitors, meanwhile, are launching mini burgers. Burger King recently introduced slider-style burger "shots." Steak 'n Shake followed with "steakburger shots."

McDonald's big launch for the year, of course, will be its line of McCafe drinks including lattes and cappuccinos. Many owner-operators have been undergoing renovations to offer the products for several years. The chain is expected to begin national advertising in May.

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