McDonald's Getting Rid Of Wraps

18-Apr-2016 - USA

McDonald's Corp. (MCD) reportedly has decided to phase out wraps from its menus after the item failed to attract the millennial generation. 

According to Bloomberg, McDonald's began phasing out its Premium McWraps last summer at its more than 14,000 U.S. locations. 

Premium McWraps were introduced in 2013 and were aimed at young health-conscious generation who preferred more vegetables and lesser calories. The company had termed the item as "Subway buster," hoping it will claw back the market share it lost to the sandwich chain Subway. 

However, the item was not-so-popular among franchisees as well as customers, as it took more than 60 seconds to prepare a Premium McWraps, while a burger only required 10 seconds. (dpa) 

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