The chicken wrap wars: Consumers rank top chicken wraps in the US for 2025

Chances are, you remember the fast food chicken wars that kicked off in 2019 when Popeye’s launched its fried chicken sandwich. It sparked a number of other popular US chains to launch or revamp their chicken sandwiches in an effort to produce the best one. 

Now, we’re experiencing a new version of the chicken wars — this time with chicken wraps. 

McDonald’s has brought back its iconic snack wrap after discontinuing it several years back, and multiple other QSR brands already have chicken wraps on their menus — making the chicken wrap options for consumers today seem endless. So with all these options to choose from, which comes out on top? 

In our latest report, Chicken Sandwich Wars, Inflation Edition, in addition to exploring how consumers are navigating fast food in an era of rising prices and shrinking value, we also wanted to uncover how they rank today’s chicken wrap options.

Read on to discover which wraps come out on top, based on our nationally representative survey of 3,000 US consumers taken in July 2025.

TLDR:

• The chicken wrap wars are the new fast food chicken wars

• Zappi surveyed 3,000 US consumers to discover the best chicken wraps in 2025

• This article covers how US consumers rank their top 10 fast food chicken wraps

Before we dive into the rankings, let’s first cover the methodology behind how the rankings were created. 

We had 3,000 consumers evaluate 15 branded chicken wrap concepts from major QSR chains using Screen It, Zappi’s early-stage product screening tool. 

Each product included visuals, nutrition facts and pricing. Respondents reviewed a random set of five wraps and ranked them on a 1 to 5 scale based on likelihood to purchase, appeal and other key attributes. These rankings reflect aggregated consumer preferences across all tested concepts.

Now let’s get into the rankings! 

To uncover which wraps came out on top, we included 15 chicken wraps across 10 QSR brands in our survey: 

• Popeyes Classic Wrap

• Popeyes Blackened Wrap

• McDonald’s Ranch Chicken Snack Wrap with Crispy Chicken

• McDonald’s Chicken Snack Wrap with Grilled Chicken

• Jack in the Box Classic Crispy Jack Wrap

• Jack in the Box Spicy Crispy Jack Wrap

• Taco Bell Avocado Ranch Crispy Chicken Taco

• Burger King Royal Crispy Wrap

• Burger King Fiery Royal Crispy Wrap

• Wendy’s Grilled Chicken Ranch Wrap

• Sonic Southwest Crunch Queso Wrap

• Sonic Bacon Ranch Queso Wrap

• Arby’s Ranch Chicken Wrap

• Hardee’s 2 for $5 Tender Wraps

• Chick-fil-A Cool Wrap

In our ScreenIt solution, we asked respondents to rank the wraps according to which they would be most likely to purchase.

The chart below shows the top 10 wraps based on what was included in our survey with consumers. 

Overall ranking of top QSR chicken wraps in 2025: 

McDonald’s Ranch Chicken Snack Wrap with Crispy Chicken came out on top with the most first-choice votes (25.45%), narrowly beating out Taco Bell Avocado Ranch Crispy Chicken Taco (24.98%), followed by Popeyes Classic Wrap (24.62%) and Sonic Bacon Ranch Queso Wrap (24.10%). 

Differences in chicken wrap rankings by region of the US: 

Unsurprisingly, we found that these rankings varied slightly based on where in the US the consumers were located. Here’s a breakdown of the most popular chicken wraps by region: 

Taco Bell’s Avocado Ranch Crispy Chicken Taco took the lead in the Northeast, with 28% ranking it #1. 

Sonic’s Bacon Ranch Queso Wrap led in both the Midwest (27%) and the South (27%). 

Finally, Jack in the Box’s Spicy Crispy Jack Wrap claims the #1 spot in the West, with 28% ranking it as their top choice. 

Differences in chicken wrap rankings by age group in the US: 

We also found variations in the rankings by age group, which we’ve broken down into groupings of consumers aged 18-25, 26-45 and 46 and up: 

Top 10 chicken wraps for consumers ages 18 to 25

Popeyes Blackened Wrap led the pack with 29% of younger consumers ranking it #1.

Novelty in the form of flavors and spice-forward profiles resonate well with this age group — Taco Bell’s Avocado Ranch Crispy Chicken Taco claimed the #2 spot, reflecting a clear appetite for bold, unique options.

Top 10 chicken wraps for consumers ages 26 to 45

Nostalgia fueled McDonald’s Crispy Chicken Snack Wrap to the top, with 30% of consumers in this group choosing it as their favorite.

Many referenced a sense of familiarity and consistent taste as key reasons for their vote.

Top 10 chicken wraps for consumers ages 46 and up

For consumers aged 46 and older, value was the most important factor in wrap selection.

Sonic’s Bacon Ranch Queso Wrap earned the top spot with 27% ranking it #1,  driven in part by its low price point without sacrificing flavor or quality.

Category attributes of top ranked chicken wraps in the US: 

Digging a little deeper, we also took a look at the attributes most associated with the brands. These are the products that scored highest across key attributes for the category: 

• Best value for the price: Sonic Bacon Ranch Queso Wrap (54%)

  • Runner up: Sonic Southwest Crunch Queso Wrap (52%)

• Most healthy: Chick-fil-A Cool Wrap (48%)

  • Runner up: Wendy’s Grilled Chicken Ranch Wrap (43%)

• Best tasting: Popeyes Classic Wrap (45%)

  • Runner up: Popeyes Blackened Wrap (44%)

• Most filling / satisfying: Sonic Southwest Crunch Queso Wrap (39%)

  • Runner up: Popeyes Classic Wrap (36%)

• Most trusted brand: Taco Bell Avocado Ranch Crispy Chicken Taco (38%)

  • Runner up: McDonald’s Ranch Chicken Snack Wrap with Crispy Chicken (37%)

• Highest quality ingredients: Chick-fil-A Cool Wrap (37%)

  • Runner up: Wendy’s Grilled Chicken Ranch Wrap (29%)

Insights into top ranked QSR chicken wraps

As one of the only chicken-only QSRs in this analysis, Popeyes clearly has a great reputation for great-tasting chicken. Both Popeyes wraps topped the list for “great tasting.” 

The Sonic wraps were both quite popular as well, possibly due to their lower $1.99 price. Sonic placed both first and second for “good value for the price.” Sonic’s Southwest Crunch Queso Wrap also won for most “filling / satisfying.” 

While many of the wraps featured in this analysis contain crispy chicken, the Chick-fil-A Cool Wrap and Wendy’s Grilled Chicken Ranch Wrap stand out as the only grilled options. Both these wraps won the “healthy” and “high-quality ingredients” categories, showing that consumers view grilled chicken as healthier and higher quality than crispy chicken.

For more findings around consumer’s QSR purchase habits and expectations, favorite QSRs by region and likes and dislikes of the most popular chicken wraps, download the full report.