Fortune | FORTUNE 07月21日 23:20
The Snack Wrap is so popular that some McDonald’s are running out of lettuce
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麦当劳于7月10日重新推出已消失九年的小食卷(Snack Wrap),结果大受欢迎,导致部分餐厅出现生菜等配料短缺的情况。据《华尔街日报》报道,该快餐连锁店的一些分店自这款顾客喜爱的产品回归以来,生菜和其他配料的供应量一直偏低。麦当劳方面表示,这些短缺是暂时的,现已得到解决。小食卷的回归引发了顾客的极大热情,数据显示,回归当天麦当劳门店的到访量比平时高出11.4%,客流高峰持续了数日。此番景象不禁让人联想到2019年Popeyes推出的炸鸡三明治,同样因社交媒体的病毒式传播而迅速售罄,甚至一度鼓励顾客自带面包制作。

📈 **小食卷回归引爆消费热潮**:麦当劳时隔九年重新推出的小食卷(Snack Wrap)自7月10日上市以来,受到了消费者空前热烈的欢迎。据统计,回归当天麦当劳门店的客流量较往常同期增长了11.4%,并且这种高客流现象持续了数日,显示出该产品强大的市场吸引力。

🥬 **意外的供应链挑战**:由于小食卷的受欢迎程度远超预期,导致部分麦当劳餐厅出现了生菜等配料的供应短缺问题。虽然麦当劳方面已回应称供应短缺是暂时的且已解决,但这反映出在产品回归策略上,对市场需求的预估和供应链的准备可能需要更加充分。

💡 **市场复苏与竞品对比**:小食卷的成功回归,也让人联想到其他快餐品牌在推出爆款产品时的经历,例如Popeyes在2019年推出的炸鸡三明治曾因社交媒体的爆炸式传播而迅速售罄。这表明,在当前餐饮市场竞争激烈的情况下,成功的菜单创新和有效的营销策略是吸引顾客、带动销量的关键。

🤔 **产品策略与效率考量**:值得注意的是,小食卷此前被取消的原因之一是部分加盟商认为其制作耗时过长,影响了运营效率。尽管如此,消费者强烈的回归呼声促使麦当劳重新将其引入菜单,这其中可能涉及对消费者需求和运营效率之间平衡的重新考量。

    McDonald’s re-introduced Snack Wrap is proving so popular that some restaurants are running out of lettuce. The menu item made its return on July 10, after being cancelled nine years ago.

The return of the Snack Wrap is proving to be even more of a big deal than McDonald’s was hoping for.

The Wall Street Journal reports some locations of the fast-food chain have been running low on lettuce and other toppings since the customer favorite made its return. McDonald’s tells the paper that the shortages were temporary and have been resolved.

The Snack Wrap made its return on July 10 after a nine-year absence. (Franchise owners told corporate that the item took workers too long to make, cutting efficiencies. Some stores defied the menu item’s cancellation, selling them up until 2020, but by that point, they were completely gone.)

While there have been plenty of consumer petitions to bring it back, the company has resisted until this year. On the day the Snack Wrap returned, Placer.ai reports visits to McDonald’s locations were 11.4% higher than the usual average on that day of the week. The traffic surges continued for several days.

McDonald’s might have the OG Snack Wrap, but it’s hardly the only restaurant to offer one these days. Wendy’s began offering a version of the treat in 2023.

The surge in demand for the Snack Wrap brings to mind the 2019 introduction of a chicken sandwich from Popeye’s. The chain had what it thought was a two-month supply of chicken sandwich materials on hand when it launched the product. As social media chatter exploded, it exhausted those in just two weeks.

After that, Popeyes took the unusual approach of encouraging people to bring their own buns to the stores and create the sandwich themselves, using chicken tenders.

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麦当劳 小食卷 市场营销 供应链管理
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