07/03/2013 08:23 am ET Updated Sep 02, 2013

The McWrap Is More Important Than You Think


It’s a reality of the fast-food business that what can be ordered in a few words, served up in seconds, and consumed in minutes is often the product of years of research and testing. Consider McDonald’s (MCD) Premium McWrap, launched on April 1 after a première worthy of a summer blockbuster.

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