I think wraps are divine. Both from a consumer and business standpoint. They are better than sandwiches, because if they are done right—with ingredients swaddled snuggly in a tortilla—there’s nowhere they can’t go, and nothing they can’t hold.
McDonald’s is onboard now with entrée (vs. snack) wraps, and so I figure we can expect fast invention now, because when McDonald’s sneezes, everyone gets a cold. Although, with this, they might be a little behind.
In summary, the Golden Arches is going national with Premium McWraps in three flavors and including fresh produce: Sweet Chili Chicken; Chicken & Bacon; and Chicken & Ranch.
Burger King dabbles in wraps, with a current LTO Chipotle Chicken Wrap.
But now, let’s get a little adventurous. Remember, wraps are good at confining unwieldy ingredients. Any chain could wrap and roll with its signature ingredients. Sonic, what about your tater tots? The Cheesecake Factory, couldn’t you cram a little keylime cheesecake in a tortilla? Applebee’s has come close with a Q1 2013 menu addition, “creamy cheesecake and caramel apples wrapped in a flour tortilla and lightly fried, rolled in cinnamon sugar and placed on a bed of roasted apples, served with ice cream and topped with caramel sauce.” Well, that’s not portable, but what’s poured on the outside could be crammed inside and made to go.
People like the portability of wraps, and tortillas are a dime a dozen. In fact, chains could get tortillas made just for them with designs on them, or their name branded on them. There’s a custom-tortilla business out there with someone’s name on it. Maybe I’ll look for that at the National Restaurant Association show in May.
Let’s watch what happens with wraps over the next year. Tell me if you’ve seen any interesting ones out there lately. It’s an ideal theme for food trucks.
What do you think?
Jody
Comments