Habit Burger & Grill is undercutting the wrap market with three new chargrilled chicken wraps priced at $5 apiece. The fast-casual chain positions these cooked-to-order options as direct competition to pricier wrap-focused competitors flooding the quick-service segment.
Each wrap arrives chargrilled to order, a production method that separates Habit's offering from assembly-line competitors. The $5 price point targets budget-conscious diners while maintaining the customization appeal that drives fast-casual traffic. This move reflects a broader industry shift as chains wrestle with consumer pushback against inflation. Wrap-centric restaurants like Sweetgreen and Cava have built loyal followings but charge $12 to $15 per item, leaving room for aggressive pricing from established burger chains.
Habit Burger & Grill operates roughly 370 locations across the United States, primarily in the West and Southwest. The chain built its reputation on flame-grilled burgers and charburgers rather than sandwiches, so the wrap category represents menu expansion into adjacent categories. By leveraging existing griddle infrastructure for chargrilled chicken, Habit avoids building separate prep stations while capturing wrap demand.
The strategy signals confidence in price-sensitive segments. As consumers trade down from premium fast-casual to value-focused options, chains like Habit occupy middle ground. They offer customization and quality ingredients without the $13-plus price tags that defined the fast-casual boom. Habit's move also pressures established wrap specialists to defend margins or cut prices.
The three wrap varieties remain unrevealed, but the cooked-to-order approach gives Habit flexibility to rotate proteins, vegetables, and sauces based on regional preferences and ingredient costs. This agility matters in an era when supply chain volatility forces menu adjustments monthly.
For Habit