McDonald's wanted to make a splash. What it got was a ripple.
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The Golden Arches recently rolled out its first new permanent U.S. menu item in four years. They're called McCrispy Strips. And not everyone's lovin' it.
Launched nationwide by May 5, the McCrispy Strips promised a bold twist on fast-food chicken. The company hyped the strips as "juicy, 100% white meat, coated with crispy golden-brown breading and bursting with a bold, new black pepper flavor." Sounds good on paper. But out in the wild? Not so fast.
Looks Matter, Even for McDonald's
Loop Capital analyst Alton Stump wasn't shy about his concerns. In a research note cited by Barron's (via the New York Post), Stump said customers have voiced predominantly negative feedback about the McCrispy Strips. The core complaint? They just don't look great.
And when you're following in the footsteps of the dearly departed Chicken Selects, that's a tough act to follow.
Loop Capital had originally hoped the strips' taste would win customers over. But Stump admitted that "hasn't happened yet." On Reddit, where fast-food critics wield sharp tongues and sharper thumbs, users piled on. One reviewer slammed them as "oversized Dino nuggets." Another complained, "They don't hold a candle to the chicken selects of the past." A third chimed in: "So stringy. McNuggets are definitely better."
To be fair, not all reviews were doom and gloom. Some Reddit users sang the McCrispy Strips' praises. One fan called them "so good," while another dubbed them "my favorite thing at McDonald's now." Sauce appreciation also made an appearance. "They were good and loved the sauce!" one customer wrote.
Still, the mixed bag of reviews has created an unexpected dilemma, because McDonald's is about to stuff these very strips into its long-awaited return of the Snack Wrap.
Snack Wrap Revival, Sort Of
Starting July 10, McDonald's plans to bring back the cult-classic Snack Wrap, this time filled with (you guessed it) a McCrispy Strip, shredded lettuce, cheese, and a choice of spicy or ranch sauce. On paper, it's a slam dunk. Fans have begged for its return since its 2016 departure.
But now? Stump warns the snack wrap could suffer the same fate as its key ingredient.
However, he added a glimmer of hope: the tortilla may "mostly cover up the underwhelming appearance" of the strip. Translation: out of sight, out of mind?
For McDonald's, that could be a best-case scenario.
