Last year, customers pushed McDonald’s to bring back the Snack Wrap, an item that has been off the menu for years. So rival Burger King took some chicken patties, cut them up, wrapped them in a tortilla with some toppings, and introduced Royal Crispy Wraps. They were relatively easy on operators and gave the chain a lower-priced menu item at a time when consumers were starting to pinch some pennies. And it beat McDonald’s to the punch.