Habit Burger & Grill takes a jab at costly wraps competition
The fast-casual burger chain has introduced three cooked-to-order chargrilled chicken wraps for $5 each.
June 10, 2026
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.
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.
Contact Alicia Kelso at [email protected]
Follow her on TikTok: @aliciakelso
About the Author
Alicia Kelso
Executive Editor, Nation's Restaurant News
Alicia Kelso is the executive editor of Nation's Restaurant News. She began covering the restaurant industry in 2010 for QSRweb.com, FastCasual.com, and PizzaMarketplace.com. When her son was born, she left the industry to pursue a role in higher education, but swiftly returned after realizing how much she missed the space. In filling that void, Alicia added a contributor role at Restaurant Dive and a senior contributor role at Forbes.
Her work has appeared in publications around the world, including Forbes Asia, NPR, Bloomberg, The Seattle Times, Crain's Chicago, Good Morning America, and Franchise Asia Magazine.
Alicia holds a degree in journalism from Bowling Green State University, where she competed on the women's swim team. In addition to cheering for the BGSU Falcons, Alicia is a rabid Michigan fan and will talk about college football with anyone willing to engage. She lives in Louisville, Kentucky, with her wife and son.
Follow her on TikTok @aliciakelso
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