[Jan. 25 Update: A&W introduces a Mac Snack Wrap clone. See it here.]
Available for now only in McDonald’s 1,400 Canadian restaurants (althought it has been tested here in Houston) and only from March 17 through May 18, the Mac Snack Wrap combines beef (half a 4-oz. Quarter Pounder patty) with its signature Big Mac sauce, lettuce, Cheddar and Monterey Jack chesses, pickles and onions in a warm flour tortilla. The suggested price is $1.89; it has 350 calories (21 grams of fat).
Although McDonald’s isn’t touting the new item as a mini burger per se, the net result is creation of a mini Big Mac, putting McDonald’s (in Canada, at least) among the chains that recently have added mini burgers (Burger King) or that say they plan to do so (Jack in the Box). In the United Kingdom, McDonald’s offers a Little Italian mini burger (beef, shredded lettuce, tomato relish and cheese on a mini ciabatta roll).
In Canada, McDonald’s is positioning the new item as a portable snack. “The Mac Snack Wrap has combined new and familiar flavors and is sure to satisfy the craving for a Big Mac while providing it in a portable snack-size at a great value,” said Brian O’Mara, chief marketing officer-menu management for Toronto-based McDonald’s Restaurants of Canada.
The company hasn’t said whether it intends to extend the item to U.S. menus. McDonald’s Canadian units offer other Snack Wrap variations–including Spicy Buffalo Chicken–that are not included on domestic menus.