It's a big risk to expose to the masses something they may be uncomfortable with. It took decades for the burrito to devolve into a wrap (substituting flour fo

It's a big risk to expose to the masses something they may be uncomfortable with. It took decades for the burrito to devolve into a wrap (substituting flour for corn tortillas, for example, to enable longer stored freshness). For example, the "filler" in a lettuce wrap is typically rice, as much as it is a staple in countries is barely touched by some in America and Europe. Lettuce as a wrapper may seem too "salady" - Real Americans (from focus groups) want meat ..which according to the article is why the mcWrap doesn't have too many veggies inside. They even passed on a Bulgogi beef McWrap as too niche (pretty universally yummy IMO, just not to their focus groups) That said, I've never served a Momofuku-style Bo Ssam that wasn't loved, (pulled pork with a sugar glaze, rice, pickles, and various tangy sauces for those that havent heard) , to see it at every McDonalds actually makes sense - just requires a long education and marketing campaign to ease people into it.