Burger King Is Entering the Snack Wrap Wars

We have to wonder: Could McDonald's be next?

First, we had the chicken sandwich wars, kicked off by Popeyes when the chain introduced its breaded-chicken sandwich in 2019, and everyone from KFC to Shake Shack eventually debuted their own chicken sandwich that was supposed to be better than any other chicken sandwich ever made.

Now, a new breaded-chicken war seems to be brewing. This time, though, the chicken is contained in a tortilla, not a bun. Perhaps we’re about to see the snack wrap wars heat up, particularly with Burger King entering the category.

Who Started the Snack Wrap Craze?

In 2006, McDonald’s was the first to introduce most of us to hot breaded chicken, lettuce, cheese, and sauce rolled into a soft tortilla. Because it was a perfect snack size, McDonald’s named it the Snack Wrap, and a fast-food category was born. (Chick-fil-A already had Cool Wraps, but they were served cold.)

McDonald’s discontinued Snack Wraps in 2016, leaving the fast-food world without a hot breaded chicken wrap—at least in the major chains—until earlier this year when both KFC and Wendy’s introduced wraps to their menus. Taco Bell also introduced the Crispy Chicken Taco, which could be a wrap if the taco was folded wrap-style and not just in half.

After debuting a new chicken nugget earlier this summer, Burger King recently announced its own version of the breaded, crispy chicken snackable wrap. Starting August 14, participating Burger King customers can order BK Royal Crispy Wraps in three flavors: classic, spicy, and honey mustard—all with crispy white chicken meat, tomato, and lettuce.

For a limited time, participating Burger Kings will have the BK Royal Crispy Wraps on the menu for $2.99. After that undisclosed limited time, restaurants may raise the price of the wraps, after getting fans hooked.

With KFC, Wendy’s, Taco Bell, and Burger King all in the wrap game now, we have to wonder if somewhere in a McDonald’s test kitchen lies a pile of soft tortillas, crispy chicken, lettuce, tomato, and sauces all being tested out for the launch of some new and improved McDonald’s Snack Wrap. We have no inside information on this, but when it comes to fast-food wars, the major players never like to be left behind.