Wrap Stars: Cashing in on the Crunchwrap Craze
- eileen strauss
- 32 minutes ago
- 2 min read
While summer may be ready to wrap, the fast-food battlefield over the crunch wrap is still heating up. With McDonald’sand bringing back its fan-favorite Snack Wrap, , Popeyes, launching its own chicken wraps, and Taco Bell reinventing its iconic Crunchwrap into bite-size sliders, the “Crunchwrap War” is officially on.
But you don’t have to be a large national chain to cash in on the hype. Whether you run a cozy café, a pizza shop, or a farm-to-table bistro, small restaurants can compete. There are creative ways to wrap up your signature flavors and ride the trend to more sales, social media buzz, and loyal customers.
Key Takeaways
McDonald’s, Popeyes, and Taco Bell have been fueling a national wrap craze with competitive launches in 2025.
You don’t need a corporate kitchen to create a crave-worthy wrap---just a unique spin on the format will do.
Limited-Time Menus that feature short-term flavors, mini versions, or oversized “showstopper” wraps can grab attention fast.
Promote with playful “wrap-off” hashtags, contests, and giveaways.
Go Head-to-Head Against the Chains: How to bring recognition to your wraps:
Launch a Signature “Wrap” Item
Develop a distinct wrap inspired by your core menu.
A boutique cafe could roll up gourmet cheeses and prosciutto inside a crisp flatbread.
A pizzeria might wrap a slice with unique sauces or fillings.
Test Limited-Time Versions
Offer mini crunch-style wraps as appetizers or value snacks.
Rotate limited-time flavor variants or mash-ups to build hype and urgency.
Collaborate with Chefs or Pop-Ups
Bring in guest chefs to experiment with local or cultural flavors.
Play Up a Local “Go-Big” Approach
Instead of thinking small, go big by creating oversized or deluxe wraps that showcase premium or local ingredients.
Host Promotional “Wrap Wars”
Run playful promotions or social media campaigns pitting your new wrap against other brands—or encourage fans to vote.
Take a page out of the bigger chain’s playbook by o offering limited-time freebies or deals to drive engagement.
Create Behind-the-Scenes Videos
Show customers what goes into crafting your signature wraps.
Film your crew prepping ingredients, grilling proteins, and assembling wraps from start to finish.
Post the videos on TikTok, Instagram Reels, or YouTube Shorts to give customers a peek into your kitchen and build a stronger connection with your brand.
Take Away
The “Crunchwrap War” isn’t just a battle between fast-food giants—it’s an open invitation for restaurants of all sizes to experiment, have fun, and connect with customers in a new way.
By putting your own spin on the wrap format, embracing limited-time offers, and leaning into playful marketing, you can turn a passing trend into a lasting revenue boost. In the end, it’s not just about who makes the best wrap. It’s about who makes it their own.
May the best wrap win!
By Eileen Strauss
