In the world of fast food, chains constantly compete to surprise their customers with new offerings. This summer, many brands are updating their menus with products that appeal to the love of crispy chicken. However, some decisions are made after observing the successes of their competitors.
McDonald’s has decided to bring back one of their most beloved products, while other chains like Taco Bell and Popeyes have already made strong bets on similar crispy chicken options. Now, the famous clown chain is launching a new item that promises to put it back at the center of the culinary battle in the United States.
Taco Bell makes a strong bet with their new crispy chicken products
Before McDonald’s announced the return of their Snack Wrap, other chains had already taken the lead in the so-called "crispy chicken war." Popeyes launched their chicken wraps on June 2, and Taco Bell was not far behind, betting on a range of products that has surprised many.
In 2024, Taco Bell revolutionized the market with their Crispy Chicken Nuggets, which stood out for their unique breading made with pieces of tortilla. The reception was so positive that they sold out quickly, and the chain decided to relaunch them this year with high expectations. During the Live Más Live 2025 event, Taco Bell revealed that not only would their nuggets become a permanent menu item, but they would also introduce more crispy chicken options before 2026.
On June 12, Taco Bell took an important step toward that goal. After several months of testing, the chain made three new products available to the public: Crispy Chicken Strips, Crispy Chicken Burrito, and Crispy Chicken Taco. The latter is considered their version of the classic Snack Wrap, which has so many fans, according to All Recipes.
McDonald's returns with their Snack Wrap and seeks to regain ground
McDonald’s announced that the much desired Snack Wrap would be available starting July 10, after some time off the menu. This product, which combines crispy chicken wrapped in a tortilla, has been a favorite among their followers for years. However, competitors already have the advantage with multiple similar and very popular options.
Meanwhile, as McDonald’s was preparing this comeback, Taco Bell was launching their crispy chicken strips, marinated with jalapeño and buttermilk flavor, covered with a breading made from tortilla chips. These Crispy Chicken Strips can be ordered alone or with two different sauces: Spicy Ranchero, with a spicy flavor thanks to peppers and spices, or Avocado Ranch, which offers a smooth and creamy combination with avocado.
Additionally, the Crispy Chicken Taco includes a crispy chicken strip with purple cabbage, lettuce, pico de gallo, and shredded cheddar cheese, wrapped in a tortilla and served with those sauces. For those who prefer something more filling, the Crispy Chicken Burrito offers double the chicken and the same accompaniments, in a full-size tortilla.
Although Taco Bell announced that these new options will be available for a limited time, the success of their previous products suggests that they could stay much longer. In such a competitive fast food market, every launch becomes decisive in attracting crispy chicken lovers.