Why McDonald's has ditched the plant-based burger in the USA

Fast food giant McDonald's foray into the plant-based world proved short-lived in the USA. The McPlant burger, a Beyond Meat patty nestled in a sesame seed bun with vegan cheese and classic McDonald's fixings, debuted in February 2022 in San Francisco and Dallas-Fort Worth for a limited test run. However, after failing to ignite customer interest, McDonald's announced it would not be adding the McPlant to its national menu. This decision sparked debate, leaving many to wonder why the McPlant struggled to find its niche in the US market.

McDonald's attributed the McPlant's demise to lackluster sales. Joe Erlinger, McDonald's USA President, stated that the burger "was not successful in either market" during a food forum. This suggests that American consumers, unlike their European counterparts where the McPlant remains available, weren't seeking plant-based options at McDonald's.

There could be several reasons behind this. Perhaps the health-conscious crowd, who might be drawn to plant-based options, isn't McDonald's core demographic. Additionally, the price point might have been a deterrent. While McDonald's is known for affordability, the McPlant may not have competed effectively with existing menu items in terms of value.

Another factor could be the operational challenges associated with the McPlant. Unlike traditional beef patties, the McPlant required separate cooking procedures to avoid meat contamination. This might have slowed down service times, a crucial aspect of the McDonald's fast-food experience.

Furthermore, some argued that the McPlant simply didn't deliver the quintessential 'burger experience' that McDonald's customers crave. The patty's taste and texture, while designed to mimic beef, might not have fully satisfied those seeking the familiar flavor profile.

While the McPlant's US demise seems definitive, McDonald's hasn't entirely closed the door on plant-based options. Erlinger did leave room for future possibilities, suggesting that customer demand would dictate further exploration. This indicates that McDonald's might be waiting for the plant-based market to mature in the US before re-entering the fray.

The McPlant's cancellation has been met with mixed reactions. Vegetarians and vegans expressed disappointment at losing a readily available fast-food option. However, for some, it simply confirmed that McDonald's core business is not plant-based burgers.

There's also the argument that McDonald's approach to the McPlant launch was too limited. Testing in only two markets might not have provided a clear picture of national demand. A wider rollout, coupled with targeted marketing towards potential plant-based and flexitarian consumers, could have yielded different results.

McDonald's experience with the McPlant highlights the importance of understanding customer preferences and tailoring offerings accordingly. Additionally, operational considerations and replicating the familiar taste experience are crucial factors for success.

The McPlant's story might not be over. It could serve as a learning experience for McDonald's, paving the way for a more successful plant-based introduction in the future. After all, consumer preferences are constantly evolving, and the demand for plant-based alternatives continues to rise. McDonald's might just need to adjust its strategy to find its place in this growing market.

The McPlant burger has nevertheless carved out a successful niche in European McDonald's, contrasting with its lackluster performance in the USA. Partnering with Beyond Meat, the positive reception has led to further expansion. Countries like the Netherlands have followed suit, making the McPlant a permanent menu item. Even in markets with non-vegan versions due to dairy cheese and mayo, like Germany, the McPlant is finding a customer base.