McDonald's has announced two major menu changes in the US, marking the 50th anniversary of the Egg McMuffin. Starting in July, the chain will introduce a spicy version of the breakfast classic for the first time and reintroduce its long-discontinued Snack Wrap.
The updates reflect shifting customer preferences and come amid wider efforts to attract younger diners and boost footfall.
Spicy McMuffin: A New Take on a Classic
From 8 July, McDonald's will roll out three spicy Egg McMuffin options in the US. The new range will feature a Spicy Pepper Sauce developed to appeal to younger customers and fans of stronger flavours. Menu additions include the Egg McMuffin with Spicy Pepper Sauce, the Spicy Sausage McMuffin, and the Spicy Sausage McMuffin with Egg.
According to a recent consumer trends report, 74 per cent of Americans regularly use hot sauce, and nearly four in five Gen Z diners prefer spicier food. The move to spice up one of McDonald's most iconic breakfast items signals a shift in how the company is responding to changing tastes and evolving expectations around fast food.
Snack Wrap Returns: A Cult Favourite Revived
On 10 July, McDonald's will also bring back its Snack Wrap, a customer favourite that was removed from the menu in 2016 due to equipment and preparation constraints. It will return in two flavours: Ranch and Spicy, both using McCrispy chicken strips, lettuce and shredded cheese wrapped in a soft tortilla. While McDonald's has not officially confirmed whether the grilled version will return, reports suggest that only the crispy chicken option will be available at launch.
snack wrap 07.10.2025
— McDonald's (@McDonalds) June 3, 2025
The wrap's revival follows years of customer demand and persistent online campaigns. On platforms like TikTok and Reddit, users have frequently called for its return, with some even attempting to recreate the item at home. McDonald's has said the wrap will remain on the menu as long as customer interest remains strong. While this announcement applies only to the US, the company has suggested it may consider broader availability if the product performs well.
Strategic Context: Why Now, and Why It Matters
The Egg McMuffin, first introduced in 1972 by Californian franchisee Herb Peterson, became a national breakfast staple by 1975. Its enduring popularity has helped define McDonald's breakfast offering for half a century. By launching new versions during its anniversary year, the company is leveraging nostalgia while modernising its image.
The limited-time offerings are designed to encourage app downloads, reward programme enrolments and in-store traffic. The reintroduction of familiar items in new formats also plays into McDonald's wider digital strategy, which includes dynamic menu changes and user-customised ordering through mobile platforms.
For long-time customers, the spicy Egg McMuffin and returning Snack Wrap offer a mix of familiarity and novelty. These additions provide more variety during breakfast and lunch hours and are aimed at consumers seeking flavour-forward, convenient food options.
Although the company has not confirmed whether these items will be introduced in the UK or other markets, the announcement marks a broader shift in how McDonald's responds to consumer demand and market trends. The decision to refresh one of its most iconic products, while reviving a cult favourite, reflects a more adaptive and customer-led approach to menu development.
Originally published on IBTimes UK
