McDonald's recent re-introduction of the snack wrap increased visits to the chain on the day of the launch, according to research from foot traffic research firm Placer.ai.

“On July 10, the day of the launch, McDonald's traffic nationwide was up 15.0% compared to the 2025 year to date (YTD) daily average and 11.4% higher than the YTD Thursday average, and visits remained high on Friday and Saturday as well. The Snack Wrap's return comes at a critical time for McDonald's, as the chain continues to lean on menu innovations to turn around its recent traffic plateau and sales dips,” the research firm wrote.

Compared to the wider QSR category in Q2 2025, McDonald's outperformed competitors with visits up 0.8% year-over-year (YoY), according to another recent Placer.ai report.

Specifically, the Southwestern states saw the highest YoY growth in same-store visits to McDonald's last quarter.

McDonald's is reportedly in the midst of an ambitious expansion strategy, with plans to open 900 locations around the country by 2027.

“McDonald is focusing on its future, with major expansion plans and menu changes in the works. The chain is bringing back fan favorites, introducing new products and debuting a new beverage line inspired by its now-defunct CosMc chain,” wrote the research firm.

The beverage line will be tested in the U.S. later this year at some of its existing restaurants. More details are forthcoming, McDonald's CEO Chris Kempczinski reportedly said in a recent earnings call, as the company continues to test, learn and position itself for growth in the beverage space.

The CEO estimated McDonald's holds about 10% of coffee share sector-wide, wrote the outlet.