McDonald's has acknowledged the lukewarm reception of its plant-based McPlant burger, which was introduced in partnership with Beyond Meat. The fast-food giant began testing the McPlant in select markets in 2021, but customer interest has fallen short of expectations.
The McPlant burger features a patty made from peas, rice, and potatoes, aiming to offer a plant-based alternative to their traditional beef burgers .
McDonald’s Says Plant-Based Test Didn’t Pan Out in US. "A [2022] test of its McPlant burger in San Francisco and Dallas 'was not successful in either market,'" according to the company. https://t.co/swYQBW4VXI
— Tom Vierhile (@TomVierhile) June 27, 2024
Despite initial excitement, the McPlant has not resonated well with American consumers. Franchisee feedback indicated that sales were underwhelming, averaging only 20 McPlants sold per day, compared to the target of 40 to 60 sandwiches. This tepid response has led McDonald's to conclude that a national rollout is not feasible in the near future.
The broader context of the plant-based meat market shows similar challenges. While competitors like Burger King have found some success with their Impossible Whopper, the overall acceptance of fake meat products remains mixed. Factors contributing to this include consumer preferences for traditional meat flavors and skepticism about the taste and texture of plant-based alternatives.
$BYND -3% after comments by $MCD's US Head Joe Erlinger who spoke at @WSJ Food Forum:
-McDonald's plant-based burger tests failed in San Fran & Dallas
-says McDonald's diners not demanding plant-based options.
-Hammer's Take:
-Outside of cholesterol, the McPlant is a healthier… pic.twitter.com/qVglZWoN0d— Hammerstone Markets (@HammerstoneMar3) June 26, 2024
In the aftermath of the McPlant's trial, shares of Beyond Meat, the company behind the patty, have suffered. The stock has dropped significantly as investors question the long-term growth potential of the plant-based meat industry.
McDonald's initial plan for the McPlant was ambitious. They hoped to expand the plant-based offering beyond just burgers to include other menu items like chicken nuggets and sausage. However, the current market response has put these plans on hold.
The trial's results underscore a broader trend in the food industry, where plant-based alternatives, despite their environmental benefits and health claims, still struggle to achieve mainstream popularity. McDonald's experience with the McPlant highlights the challenges that even major brands face when trying to shift consumer habits towards more sustainable options.
In summary, McDonald's venture into the plant-based burger market with the McPlant has faced significant hurdles, reflecting broader industry trends and consumer preferences that currently favor traditional meat products.
