Q1 2025 proved a tricky period for McDonald’s, especially in the US.
The cost of living squeeze has limited disposable income amongst the lower and middle-income customers upon which the chain relies, and it’s been reflected in lower footfall and weaker sales.
In fact, McDonald’s posted its weakest quarterly earnings since the end of the pandemic in Q1 2025.
The response seems to be a menu-based charm offensive, with new budget items and limited edition menu refreshes coming thick and fast.
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Most notably, the Snack Wrap made its return to US franchises in July 2025 after a near-decade absence. Priced at $2.99, the treat was much-anticipated but received backlash over its use of McCrispy Strips over the meatier Chicken Selects still used in UK and Canadian Snack Wraps.
Now the Snack Wrap is already getting a limited edition makeover.
As part of its Special Edition Gold campaign starting on 3 September 2025, the Snack Wrap will be temporarily available as a Special Edition Snack Wrap. Along with the standard McCrispy strips, lettuce and cheese, this version will feature the all-new Special Edition Gold Sauce.
The sauce, so named for its golden hue, is a blend of McDonald’s barbecue sauce and mustard, giving it a smoky and tangy palate that’s sure to elevate the majority of its menu items via a quick dunk.
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It isn’t just the Snack Wrap getting a golden makeover.
A new burger is also rolling into town for a limited time: the Bacon Special Edition Gold McCrispy Sandwich. The burger features stacked McCrispy Chicken, smoked bacon and pickle chips, and there’s a Deluxe version featuring lettuce and Roma tomatoes if you’re feeling fancy.
McDonald’s has also suggested marrying its standalone McCrispy Strips with the Special Edition Gold Sauce, although that probably goes without saying.
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Gina Hardy, VP of US Marketing and Menu Strategy at McDonald’s, said: “McDonald’s is continuing to innovate new, flavorful ways for fans to enjoy our chicken offerings — and our Special Edition Gold Sauce is no exception.
“The new Gold Sauce pairs perfectly with our fan-favorite chicken menu items, giving customers more of what they crave, with a delicious twist.”
While some claim to have sample the new sauce already, it’s the subject of online speculation until its 3 September release date.
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Some social media users have suggested it will be similar to Chick-fil-A’s eponymous classic sauce which also blends barbecue with mustard.
If that’s anything to go by, it’s likely to be a delicious new hit for the Golden Arches.
The new menu items will only be available while stocks last, so pay an early visit after 3 September to make sure you can get a taste.
Rachael Davis