McDonald's Takes Aim at Subway with Chicken McWrap

The fast food giant's newest offering aimed at stealing customers from sandwich rival.
2:57 | 03/29/13

Coming up in the next {{countdown}} {{countdownlbl}}

Coming up next:

{{nextVideo.title}}

{{nextVideo.description}}

Skip to this video now

Now Playing:

{{currentVideo.title}}

More information on this video
Enhanced full screen
Explore related content
Comments
Related Extras
Related Videos
Video Transcript
Transcript for McDonald's Takes Aim at Subway with Chicken McWrap
Thanks very much. We'll turn to a business story. The burger wars and this time the focus isn't on ground beef. McDONALD'S IS TAKING AIM AT ITS Competitors with an aggressive new campaign and a brand-new PRODUCT, THE chicken McWrap. Abc's linsey davis is here with MORE on McDonald's and how they want to compete with subway. Good morning, elizabeth. Subway's slogan is eat fresh and McDONALD'S NEW AD CAMPAIGN Encourages patrons to unwrap a fresh feast. This morning the company that has McDonald's looking over its shoulder isn't burger king, the fast food burger wars for the moment at least isn't about burgers, it's about fresh, customization, it's about getting more millennials into McDONALD'S. Very clever and very sneaky. Reporter: This morning McDONALD'S IS TRYING TO TAKE A Bite out of its biggest competitor's business strategy and it's not burger king it's trying to knock off its throne or ndy's. At subway -- there's something for everyone. Reporter: According to an internal memo the thrust of their latest campaign seems to be taking a stab at outfreshing subway and it's all thanks to the latest addition to their menu. the McWrap. They actually called it a subway buster in the memo. Reporter: Starting april 1st, mickey d's is adding three varieties of chicken sandwich wraps to its menu. In the internal memo obtained by "advertising age" it cites it is currently not in the top ten of economy len nalls' favorites. It dropped since 2003. So these three new varieties of CHICKEN WRAPS are McDonald's attempt to appeal to the health conscious millennials and have them yelling "i'm lovin' it" again. We're dealing with a generation that is more concerned about their health. They're more concerned about food quality and they really like choice and customization. Reporter: In a new video RELEASED THIS week McDonald's showcases knicks player steve NOVAK MAKING HIS own McWrap. Its first attempt at a slam dunk or at least scoring big against the fast food chain that's ALREADY surpassed McDonald's in the number of locations. When asked to comment on the memo McDonald's told us, millennials have and will continue to be an important AUDIENCE FOR US at McDonald's. the McDonald's internal memo mentions if a chain does not OFFER these McWraps there's a 22% customers would choose subway. Elizabeth, have you had a chance to try -- I haven't. It's a bit early but sam will try anything and -- it's true. No, it was very nice. There's a lot of, you know, lettuce and tomato and stuff on the inside. And it'll stop a door. Very heavy. It is heavy. We'll do a workout segment

This transcript has been automatically generated and may not be 100% accurate.

{"id":18838485,"title":"McDonald's Takes Aim at Subway with Chicken McWrap","duration":"2:57","description":"The fast food giant's newest offering aimed at stealing customers from sandwich rival.","section":"GMA","mediaType":"Default"}