News flash: McDonald’s Canada is offering its first new vegetarian entrees in more than a decade, as the fast-food chain up north began selling two new vegetarian McWrap flavors on Tuesday, according to the Canadian National Post.
Here is McDonald’s online promo for the new Santa Fe Wrap: “Bursting with fresh tomatoes, red onions, shredded lettuce, fire roasted corn & black beans, with crispy tortilla strips, it’s topped with Monterey and cheddar cheese, with chili lime glaze and southwest sauce—all wrapped in a warm whole-wheat soft-shell tortilla.”
The other new choice, the Mediterranean Wrap, in contrast, is only “loaded with fresh tomatoes”—I prefer my wraps to be bursting, thank you very much—but also contains “cucumbers, red onions, shredded lettuce and feta cheese, topped with roasted garlic hummus and feta sauce.” And of course, that one’s also wrapped in a “warm, whole-wheat soft-shell tortilla.”
According to a Los Angeles Times story, the wraps will be sold for $4.39 apiece—pricey, but hey, it’s Canada. However, the new products won’t be marketed in the United States, at least for a while.
“McDonald’s is always looking to enhance and evolve our menu offerings and meet our customers’ needs, and expanding the Premium McWrap line with new flavors is a future possibility,” Ofelia Casillas, McDonald’s media relations manager, told the newspaper. “We also encourage customers to customize their menu orders when eating at McDonald’s, and the Premium McWrap is no exception.”
Customize your order? Seriously? Has Ms. Casillas actually tried that a crowded McDonald’s drive-thru lately? Trust me: She won’t get a lot of “encouragement” from the staff with that stunt.
Of course, U.S. customers still can order McDonald’s other available wraps—Sweet Chili, Chicken and Bacon and Chicken Ranch— and then go veggie. How? As Casillas explained to the Times, “Order each without chicken for a vegetarian option.”
Right. And I’ll have a Big Mac, hold the two all-beef patties, cheese and special sauce. I’ll just eat a white bread bun, a limp lettuce leaf and a tasteless tomato slice and call it good.
What’s ironic about this development isn’t so much the company’s clueless spokesperson as it is observing how the same folks who loathe the entire fast-food industry are suddenly singing the praises of its No. 1 player.