A Snack Wrap is modestly simple: warm crispy or grilled white-breast chicken meat, cheddar jack cheese, lettuce and ranch sauce, all wrapped in a flour tortilla. The innovation isn't so much in the wrap itself, but in the marketing acumen that spawned it.
Historically, McDonald's has focused on serving portions that are fit for a meal. In 2006, the company asked itself, "What about snacking?" To get at this untapped market, McDonald's introduced its chicken Snack Wrap, which carries a low price point ($1.29) and can easily be consumed with one hand. Other snack items include the Fruit & Walnut Salad, Fruit 'N Yogurt Parfait and Apple Dippers, but those items may be too light for someone looking for a smaller meal.
Perhaps that's why the Snack Wrap has been a huge hit, especially with younger customers. According to CREST research data, young adults between the ages of 18 and 24 are three times more likely to choose McDonald's for an in-between meal than any other quick-service restaurant. And if the numbers are any indication, they are clearly ordering Snack Wraps once they get there. In 2007 alone, the company sold 540 million of the tortilla-wrapped mini-meals [source: McDonald's 2007 annual report].