Additional Coverage:
- McDonald’s trialed the McPlant in California and Texas. It failed because people don’t want a meat-free burger from the Golden Arches. (newsbreak.com)
The McPlant burger won’t be making a comeback in American McDonald’s locations in the foreseeable future, the company has indicated. This announcement comes after the plant-based offering didn’t gather enough customer interest in test markets within Dallas and San Francisco, according to McDonald’s US President Joe Erlingers. These attempts to win over American consumers with a meatless burger option were deemed unsuccessful, as indicated in statements made at The Wall Street Journal’s Global Food Forum.
Launched in partnership with Beyond Meat, the McPlant was trialed at numerous McDonald’s outlets across California and Texas throughout 2022. Despite being developed as a vegetarian option, containing pea and rice proteins, its preparation alongside meat products and the inclusion of non-vegan items like mayonnaise and American cheese meant the burger did not qualify as a vegan option.
While the McPlant has seen more success in international markets such as the UK, Germany, the Netherlands, and Portugal, with variations to meet local dietary preferences, it seems its journey in the US has hit a standstill. Erlinger hinted that the company would shift focus towards poultry products, responding to a growing preference for chicken over beef among American consumers.
Meanwhile, Beyond Meat, the partner behind the McPlant’s development, has experienced a dip in sales following an initial surge in demand at the onset of the pandemic. This adds another layer to the challenges faced by plant-based options in the fast-food industry.
In addition to sidelining the McPlant, McDonald’s has also decided against reintroducing salads to its US menu. Removed at the beginning of the pandemic to streamline service, these healthier offerings have not returned due to insufficient demand.
McDonald’s asserts that consumers seeking a salad are more likely to visit specialized chains such as Sweetgreen, Chop’t, and Cava, which continue to draw crowds for their health-conscious menus. According to Erlinger, while McDonald’s remains open to bringing salads back if there’s a clear demand, customer preferences suggest a different direction.