Though McDonald's views this as its biggest brand opportunity
since McCafe, it's unclear how much the marketer will spend
promoting it. The introduction will likely receive more ad spending
than other products this year, but in all likelihood it won't hit
the spending heights of McCafe, which was an entire product
platform. The year McCafe launched, McDonald's spent upwards of
$129 million in measured media in the U.S., according to Kantar.
McCafe was said to be McDonald's biggest rollout in nearly 30
years.
A spokeswoman for McDonald's did not offer comment beyond that
the company could not "comment on speculation or information we
believe was obtained through unauthorized means."
According to those who are familiar with its strategy,
McDonald's believes it has not capitalized sufficiently on the
popularity of the sandwich category where it identifies Subway,
Chick-Fil-A and KFC as having strong presences, and views the
introduction of its McWrap as the biggest opportunity for the chain
to take share in the sandwich category this year.
McDonald's is hoping the McWrap, a chicken wrap that includes
romaine lettuce, cucumbers and three sauces customers can choose
from, will appeal to young people and those who have a
health-conscious mindset and appreciate customizable products.
Customers can get it either grilled or crispy, and it will be
marketed as a premium product.
The chain already has snack wraps on its menu, but it tested the
entree-sized McWrap last year after the product was successful
overseas. In the Chicago test for the McWrap, it sold for $3.99 and
it's believed it will be priced similarly nationally.
