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NEW YORK (AFP) – Fast food giant McDonald’s announced on Monday (November 9) that it would launch a new plant-based burger called “McPlant” to cater to the growing number of people who don’t eat meat.
The group had already tried a plant-based burger in cooperation with the company Beyond Meat, which specializes in vegan meat substitutes.
The new line will be produced exclusively for McDonald’s and will be introduced in select markets next year.
The restaurant chain has yet to say whether it will renew its collaboration with Beyond Meat, only saying that it will communicate with outside vendors as with all of its other products.
McDonald’s told investors it was also considering plant-based substitutes for chicken products and for its egg and bacon breakfast sandwiches.
The brand had lagged behind in the niche market to rival Burger King, which was the first to launch a vegetarian version of its iconic “Whopper” burger in April 2019 in the United States.
McDonald’s still relies on its flagship products like “Big Macs,” “McNuggets,” and French fries, which account for about 70 percent of its sales in its major markets.
“As the demand for familiar in these uncertain times is more important than ever, the company believes that these core classics will continue to be important growth engines thanks to their popularity and profitability,” McDonalds said in a statement.
The company also aims to put a new emphasis on chicken-based products, which are growing faster than the market for meat products.
Following the success of its spicy nuggets in the United States, McDonald’s plans to launch a crispy chicken sandwich there in 2021.
To boost internet sales, which have already grown significantly since the start of the coronavirus pandemic, the group will also test a new online platform and a new loyalty program.
It will also build new self-service outlets and have dedicated lines for customers who pre-ordered their meals online.
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