McDonald's to take aim at Subway with McWrap launch

03/20/2013 | Advertising Age (tiered subscription model)

McDonald's hopes its new McWrap will become a "Subway buster," much as McCafe products aimed at Starbucks. A national launch expected within the next few weeks will likely be the chain's biggest of the year. "McDonald's believes it has not capitalized sufficiently on the popularity of the sandwich category where it identifies Subway, Chick-Fil-A and KFC as having strong presence," Maureen Morrison writes.

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