The McWrap is McDonald's new Subway-like chicken sandwich. An ad campaign for the wrap will launch April 1.
Subway is a huge threat to McDonald's because McD'd isn't even in millennials' top 10 favorite restaurants, the memo says.
Here's part of the memo, as obtained by Ad Age:
"McWrap offers us the perfect food offering to address the needs of this very important customer to McDonald's" ...
"McDonald's is currently not in the top 10 of millennials' (customers primarily ages 18-32) favorite restaurants."
[Referred to in the memo as a "Subway buster," the McWrap] "affords us the platform for customization and variety that our millennial customer is expecting of us."
"Our customers are consistently telling us, particularly millennials, they expect variety, more choices, customization and their ability to be able to personalize their food experience."
"In fact, they have told us that if we did not offer McWrap, 22% of these incremental customers would have gone to Subway."
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