Habit Burger & Grill takes a jab at costly wraps competition

Habit Burger & Grill is jumping into the competitive wraps space, with three new Gotta Habit Wraps that are cooked-to-order and each priced at $5. The company is taking aim at its peers with that price point, calling out the “$20 lunch world.”

The California-based fast-casual chain is also offering its wraps as a full meal alongside fries or sweet potato fries and a regular drink for $10.

The lineup includes:

• BBQ Chicken Wrap: Chargrilled chicken, crispy onion tanglers, corn and black bean salsa, garlic aioli, and smoky BBQ sauce wrapped in a toasted tortilla.

• Chicken Caesar Wrap: Chargrilled chicken, fresh parmesan, crispy croutons, and Caesar dressing wrapped in a toasted tortilla.

• Avocado Ranch Chicken Wrap: Chargrilled chicken, fresh avocado, and housemade ranch wrapped in a toasted tortilla.

"Let's be real, everybody loves a good deal, but nobody wants to compromise on quality," Chef Jason Triail said in a statement. "Honestly, five bucks for a wrap this good? I'd be ordering these myself if I weren't the one making them."

The $5 Gotta Habit Wraps and the $10 Gotta Habit Box Deals are available for a limited time at participating locations nationwide.

Throughout the past year, chains from Potbelly to Zaxbys to Long John Silver’s have jumped into the chicken wraps category. McDonald’s brought back its snack wraps last year, while Popeyes just added its wraps to the permanent menu. Prior to Habit’s launch, Sweetgreen was the most recent entrant, debuting its lineup in May with four offerings available for less than $15.