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The McDonald’s offer was the “Wrap of the Day” at R$ 17, which becomes “Wrap in the App” and will only work via mobile from July 14; outside the app, the price can reach R$ 30.75. The company talks about flexibility, but there was outrage.
McDonald’s announced the end, in the UK, of a promotion that existed for 15 years and will now require customers to use the brand’s app from July 14, in a decision that has sparked boycott threats on social media. According to information released by NSC Total, the offer is the “Wrap of the Day”, which for 15 years allowed the purchase of a different wrap each day of the week for R$ 17, equivalent to £ 2.49, and the details were informed by the network itself, based on a report by the newspaper The Sun.
The company claims that the change brings more flexibility, but the consumer reaction was one of outrage. From July 14, the promotion leaves the restaurants and will only work via mobile, renamed “Wrap in the App”, with orders for pick-up in-store or home delivery. The offer can be redeemed once a day, between 11 am and 11 pm, and those who do not use the app will lose the promotional price.
The end of the “Wrap of the Day” and the app requirement
The most beloved promotion among the British is going to change its format. McDonald’s ended the “Wrap of the Day”, an offer that for 15 years allowed customers to buy a different wrap each day of the week for R$ 17, or £ 2.49. From July 14, it will no longer exist in restaurants and will function exclusively through the app, with the new name “Wrap in the App”, requiring orders via mobile for in-store pick-up or home delivery.
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Without the app, the price skyrockets. In the new format, consumers can choose any participating wrap for R$ 17 on any day of the week, as long as they use the app, with the right to one redemption per day, between 11 am and 11 pm. Those who prefer to order at self-service kiosks or the counter will pay the full price of the products, which ranges from £ 4.49 to £ 5.79, about R$ 30.75.
The consumer revolt and the threat of boycott
The change provoked a strong reaction among the British. On social media and online forums, customers described the decision as “one more reason to stop visiting the chain,” and some even advocated for a boycott of McDonald’s. The discomfort centers on the obligation to use a cell phone to maintain the low price of an offer that was simple to order at the counter.
The dissatisfaction is not an isolated case. In recent months, the chain ended a promotion that allowed purchasing full meals for R$ 20.48, or £ 2.99, by participating in a satisfaction survey, and also removed options like grilled chicken wraps, salads, and part of the vegetarian line from the menu. It is this sequence of cuts that has been souring the relationship with consumers in the United Kingdom.
What McDonald’s says about the change
For the chain, the new model is more flexible than the old one. In a statement, McDonald’s reported that, with the new modality, the customer can choose any participating wrap for R$ 17 any day of the week, instead of being stuck to the specific flavor of each day, as long as the order is placed through the app. In the company’s view, this expands the options for those participating in the offer.
The flip side is the requirement of the cell phone. The trade-off for the consumer is precisely the obligation to use the app to guarantee the R$ 17 price, since ordering at the counter or kiosk now costs the full price. It is this point, more than the price itself, that is at the center of the negative reaction to the changes.
Why the promotion never existed in Brazil
The British controversy has no direct effect on the Brazilian menu. Despite the repercussion among consumers in the United Kingdom, the “Wrap of the Day” was never part of McDonald’s regular menu in Brazil. Here, the chain has already carried out similar campaigns, such as the “Classics of the Day,” which offered different sandwiches at promotional prices throughout the week, and more recently, the “Méqui of the Day,” an action through the brand’s app with rotating offers for some of the main sandwiches.
The wraps also weigh less on the national menu. In Brazil, this type of product does not occupy the same strategic space as it does in the United Kingdom, where the offer has established itself as one of the chain’s most beloved. Therefore, the change that mobilized the British does not alter what is sold in the country, even though it follows the same global trend of pushing promotions into apps.
McDonald’s will end the “Wrap of the Day” in the United Kingdom on July 14, which existed for 15 years, transforming the offer into the “Wrap in the App,” only via cell phone, with the price of R$ 17 maintained only for those who use the app, while ordering at the counter or kiosk costs around R$ 30.75.
The network says the change brings more flexibility, but British consumers reacted with outrage and threats of boycott, amid other recent menu cuts. In Brazil, the promotion never existed, although the brand already uses offers through the app, such as the “Méqui of the Day”.
And you, would you stop visiting a chain that requires using the app to secure promotions, or do you think the convenience of ordering by phone is a good deal? Share your opinion and exchange ideas with other readers about changes in fast food, with respect for different views.
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