McDonald's Mac Snack Wrap: A Big Mac Inside a Flour Tortilla
This week McDonald's launched the Mac Snack Wrap in all of the chain's 1,400 outlets in Canada. It's just like the standard Big Mac, but instead all of the ingredients are stuffed inside a warm flour tortilla. It's a test run, and will be available through May 18th. Lucky Canadians! (No, this isn't a user-created item like the McGangBang, this is actually on the menu.)
So what's the deal? Are hamburgers just not portable enough? Is it a super-late-in-the-game attempt to cater to Atkins adherents? An attempt to drive Latinos into the stores? Or is this McDonald's trying to ride the "hip" and "healthy" illusion of wraps? We guess they'd be less messy to eat in a car, what with the wrap serving as a protective barrier for the gooey innards. We just sort of... don't get it.
Update 03/10/09:: A tipster sent in photographs of the Big Mac Snack Wrap.
Since last year, McDonald's has been test-marketing the new wrap in a few markets in the US — online searches revealed that it's been available in Phoenix, AZ, Houston, TX, Milwaukee, WI, and Michigan City, IN. The Houston Chronicle reports that they're selling for $1.49, which is not a bad price.
So far there's only one photograph of the wrap on Flickr, but the Houston Press wrote negatively about it back in January, in a post titled "I Have Seen the Devil, and His Name Is Big Mac Snack Wrap": "As I sat staring at my Big Mac Snack Wrap, I felt sad for my fellow Americans. Hurt that there were some people out there buying these without shame or irony, like I did."
Confusingly, McDonald's can't seem to make up its mind about what to call it: in Canada it's called the "Mac Snack Wrap" but in the US it seems to be called the "Snack Wrap Mac."
So now what? We guess instead of the classic song, "Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun" it'll be... uh... "Two all beef patties, special sauce, lettuce, cheese, pickles, onions... in a warm flour tortilla."