McDonald’s Snack Wrap Returns After Nine Years
The most shocking quiet comeback of recent memory happened at McDonald’s. The fan-favorite Snack Wrap staged its comeback on the fast-food giant’s U.S. menus on Thursday after being discontinued nationwide about nine years ago, with thousands of people demanding McDonald’s bring it back. They finally got their wish this week with the relaunched version: the chain’s new crispy chicken strips, lettuce and cheese on a tortilla, with the option of either ranch dressing or spicy pepper sauce. The menu item, which will be a permanent addition, is priced at $2.99.
What made this return particularly surprising was how quietly it happened after years of speculation. McDonald’s said its customers’ love for snack wraps made it decide to bring them back. “From countless social media posts to full-fledged petitions, they never gave up on their favorite menu item,” the company said. “They’re the ones who inspired us to make its return to the menu happen.” The chain had to completely retool its preparation process and train workers at thousands of locations before the quiet relaunch.
Industry experts weren’t surprised by the move. The re-introduction of the Snack Wrap “will likely be a positive move” for McDonald’s, according to RJ Hottovy, head of analytical research at Placer.ai, which tracks foot traffic. He told CNN that the “return of nostalgic products has driven incremental visits” for competing fast food chains.
Taco Bell’s Meximelt Makes a Stealth Comeback
Taco Bell pulled off one of the year’s quietest menu additions with the return of its legendary Meximelt. Four other retired items – the Tostada, Green Sauce Burrito, Meximelt, and Gordita Supreme – debuted as part of the Decades Menu at the end of October. Taco Bell says this is one of its most-requested comeback items. It features pico de gallo, mozzarella, cheddar and Monterey Jack cheese and seasoned beef, assembled in a tortilla, and costs $2.99.
The Meximelt’s return was particularly interesting because it wasn’t heavily promoted initially. Taco Bell says the items it’s bringing back are ones customers have been “consistently pleading” for over decades. Many loyal customers discovered it by accident while browsing the app or visiting locations.
“Thanks to our rich history, we have a vault of craveable products our fans have become passionate about and we continuously explore ways to reintroduce the ones that deliver on the comfort and value they are looking for,” said Taylor Montgomery, Chief Marketing Officer. Taco Bell is looking into bringing these menu items nationwide later this year for a limited time and while supplies last.
Caramel Apple Empanada’s Sweet Return
Perhaps no return generated more excitement than Taco Bell’s Caramel Apple Empanada. Taco Bell’s popular Caramel Apple Empanada is back at stores across the country as of Nov. 21. Featuring a deep-fried pastry shell filled with diced apples and caramel sauce, the chain brought the treat out of retirement as part of a new Decades Menu that pays homage to discontinued favorites. Taco Bell introduced it in 2000 but discontinued it in 2019.
What made this return special was the overwhelming fan response. But customers were forced to wait a few extra weeks for the return of the Caramel Apple Empanada, one of the most highly-requested discontinued Taco Bell items ever. While memory doesn’t always live up to reality, fans are happy to report that the Caramel Apple Empanadas as just as craveable as they were before the discontinuation.
The empanada’s comeback wasn’t heavily advertised but created immediate buzz among longtime fans. “We are so back. It’s as good as I remember,” a customer raved on Reddit this week. “There isn’t anything that’s gotten me this excited in a long time. I’ve missed this item more than anything that’s been taken from us,” another wrote.
KFC’s Potato Wedges Quiet Restoration
KFC managed to bring back one of its most beloved sides with surprisingly little attention. Another discontinued fast food item with a long history is KFC’s Potato Wedges, which first appeared on the menu alongside other sides in the mid-1990s. Despite its long history, KFC decided to remove potato wedges from its menu in 2020. As you can imagine, people who had been ordering them with their fried chicken for decades were distraught and many signed online petitions to bring them back. It took five years, but KFC potato wedges are scheduled to make a comeback. The first test is planned for March 2025 in Tampa, Florida, for a couple of weeks.
The wedges’ return started as a regional test that many missed entirely. Potatoes come in lots of forms, but there’s just something special about potato wedges. They provide the softness of a baked potato fried into a crisp and convenient bite-sized wedge that’s easy to dip into your favorite KFC sauce. Their planned quiet rollout will allow KFC to gauge customer response without major marketing investment.
Arby’s Crispy Fish Annual Stealth Return
Arby’s pulled off one of the most successful quiet returns with its seasonal fish offering. Crispy Fish makes its annual return to Arby’s menu ahead of the 2025 Lenten/seafood season. Unlike other chains that heavily promote their Lenten fish options, Arby’s simply added it back to menus with minimal announcement.
This approach has worked remarkably well for the chain. Regular customers know to look for it during certain seasons, creating a sense of discovery rather than overwhelm. The fish sandwich has built a cult following precisely because of its understated return strategy.
The item appears reliably each year but without the marketing blitz that accompanies other seasonal offerings. This quiet confidence in the product has helped it maintain a devoted following who appreciate finding it on their own rather than being bombarded with advertisements.
Chick-fil-A’s Banana Pudding Milkshake Subtle Comeback
Chick-fil-A managed one of the year’s most successful quiet returns with its Banana Pudding Milkshake. The chain’s fall 2024 menu saw a spicy variation of the beloved Honey Pepper Pimento Chicken Sandwich, and it was joined by the long awaited return of the Banana Pudding Milkshake, as well as the new Banana Frosted Coffee. That coffee and sandwich were decent, but I barely even remembered them, when I could never get the thought of that Banana Pudding Milkshake out of my mind. The wait proved to be worth it, with a genuine banana flavored shake hosting a ton of cookie bit crumbles to make a complete neat treat.
What made this return particularly effective was how naturally it fit into the seasonal menu rotation. Rather than making a big announcement, Chick-fil-A simply included it among their fall offerings. Many customers discovered it organically while ordering their usual items.
