Forget the McPlant: McDonald's Menu Tries New Meatless Burger
McDonald's Canada is spicing up its menu with the McVeggie, a meatless burger featuring a crispy, breaded veggie patty crafted from a blend of carrots, green beans, zucchini, peas, soybeans, broccoli, and corn. Seasoned to perfection, the patty is topped with shredded lettuce and a creamy mayo-style sauce, all nestled in a toasted sesame bun.
For those craving a bolder kick, select test locations are also serving the Spicy Habanero McVeggie, which swaps the classic sauce for a fiery, creamy habanero alternative.
Francesca Cardarelli, McDonald's Canada Chief Marketing Officer, highlighted the company's commitment to innovation, stating, 'Our goal is to continue to offer new and exciting choices to meet these needs. And the McVeggie does just that.'
According to Nation's Restaurant News, the McVeggie is available for a limited time at select McDonald's Canada locations across British Columbia, Ontario, and New Brunswick. The test run will continue through April 14th, giving customers a chance to try this new plant-based offering.
McDonald's Canada tried its hand at a meatless option before, launching the PLT (plant, lettuce, tomato) burger with a plant-based Beyond Meat patty in September 2019. That trial was expanded in January 2020 before ending in June 2020.
A year later, McDonald's started testing the McPlant. Also co-developed with Beyond Meat, the McPlant features a patty made from plant-based ingredients like peas, rice, and potatoes. While the patty itself is meatless, it is cooked on the same grill used for meat products and eggs. The patty is served on a sesame seed bun with tomato, lettuce, pickles, onions, ketchup, and mustard, as well as non-plant-based ingredients such as American cheese and mayonnaise. But as always, guests can customize and request to hold the cheese and mayonnaise for a healthier version.
The restaurant chain also tested the McPlant burger in several European markets, including Sweden, Denmark, the Netherlands, and Austria. In September 2021, a fully vegan version of the McPlant, complete with plant-based cheese and a plant-based sauce, was introduced in the U.K. and Ireland.
In the same year, the McPlant was also tested in select U.S. markets for a limited time, but that trial ended due to lack of demand. At last year's Wall Street Journal's Global Food Forum, McDonald's U.S. president Joe Erlinger said, 'I don't think the U.S. consumer is coming to McDonald's looking for the McPlant or other plant-based proteins.'
Despite not having a nationwide rollout in the U.S., the McPlant remains available in some European markets.
'While our guests may have tried similar sandwiches at McDonald's globally, our McVeggie is uniquely Canadian,' senior manager of culinary innovation Jeff Anderson said in a statement. 'We're always looking for new opportunities to innovate and build on our menu, and the McVeggie will give even more guests the opportunity to enjoy that delicious McDonald's flavor Canadians know and love.'
It's hard to say for sure, but the McVeggie has a few advantages that could improve its chances of success compared to the P.L.T. (Plant, Lettuce, Tomato) Burger and the McPlant. Unlike its predecessors, which featured Beyond Meat patties designed to mimic beef, the McVeggie takes a different approach with a breaded vegetable patty made from real vegetables like carrots, green beans, and zucchini. This could appeal more to customers looking for a true veggie burger rather than a plant-based meat substitute.
Another factor in the McVeggie's favor is the introduction of a Spicy Habanero McVeggie, giving customers a bolder, more flavorful option. The P.L.T. and McPlant did not offer much variety beyond their standard versions, so this added choice could attract those who enjoy a bit of spice in their meals.
Additionally, market trends may work in favor of the McVeggie. The demand for vegetarian and flexitarian options continues to grow, and consumers today may be more open to veggie-based burgers than they were when McDonald's previously tested the P.L.T. and McPlant.
However, challenges remain. The P.L.T. and McPlant struggled due to pricing, supply chain limitations, and consumer hesitation, and the McVeggie could face similar hurdles. Its success will ultimately depend on taste, pricing, and how well McDonald's markets it to Canadian customers.
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