Well, so much for that "healthy" experiment: McDonald's is doing away with McWraps. The wraps, introduced in snack-size in 2006 and entree-size in 2013, were meant to "attract younger, healthier eaters," millennials, and customers who would otherwise eat at Subway, Bloomberg reports. But the wraps took a long time to make and never gained much of a fan base, and both sizes started to be phased out last summer, per a McD's spokesperson. (Last year, McWraps earned this headline from Business Insider: "How the McWrap is killing McDonald's business." And the New York Times explained that wraps took 60 seconds to assemble compared to a burger's 10 seconds.)
The wraps featured more vegetables and not as many calories as some of the other items on the McDonald's menu, but "a lot of people who eat at restaurants aren’t interested in health and wellness," an analyst says. "You’ve got to give the people what they want." New CEO Steve Easterbrook has been working to simplify the McDonald's menu, especially with the rollout of all-day breakfast complicating the work in the kitchens. Other items recently cut: grilled-onion cheddar burgers, buffalo ranch McChicken sandwiches, and jalapeno McDoubles.