As we have reported before, the new McDonald’s McWrap is a very important addition to the fast food chain’s menu and its attempt to lure more young adults.

Now, the McWrap is the subject of a July 2013 Businessweek cover story by Susan Berfield: 

“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 Premium McWrap, a 10-inch, white-flour tortilla wrapped around 3 ounces of chicken (grilled or “crispy”), lettuce, spring greens, sliced cucumbers, tomatoes, and cheddar jack cheese. On top is ranch, sweet chili, or creamy garlic dressing. You could easily make it at home without a recipe in about five minutes, varying it with whatever hasn’t rotted at the bottom of the veggie drawer. At McDonald’s, it took almost two years to perfect.”

“The McWrap is one of the most important additions to McDonald’s U.S. menu in years. It’s made to order. It has cucumbers, a new vegetable for McDonald’s. The McWrap is also a salvo in the Fresh Wars: a high-profile attempt to get the attention of customers who have turned to fresher, seemingly healthier offerings from competitors such as Five Guys, Chipotle, and Subway.”

Click the Businessweek cover image to read more.