McDonald’s has decided to remove its plant-based burger, the McPlant, from its menus across the US, citing a lack of consumer interest. This move mirrors the company’s earlier decision in Australia to discontinue the plant-based offering.
Joe Erlinger, the head of McDonald’s US operations, announced at a business conference that the company ended the McPlant pilot program after lackluster performance in 600 restaurants. Despite initial success in some regions, the burger, made by Beyond Meat, failed to attract enough customers in San Francisco and Dallas-Fort Worth.
“The plant-based burger didn’t succeed in either market,” Erlinger said at the Wall Street Journal’s Global Fast Food Forum in Chicago. “I don’t think the US consumer is coming to McDonald’s for plant-based proteins right now.”
The McPlant patty, made from peas, rice, potatoes, and beetroot, initially saw some success in Texas, Iowa, California, and Louisiana. However, when expanded to 600 locations, sales plummeted from 500 burgers per week to just 20 per day per store, according to industry analysts.
McDonald’s US has decided to focus on chicken, responding to consumer demand and market trends. “We sell more chicken today as a brand than we sell beef,” Erlinger said. “Our investments are geared towards serving this trend.”
Chris Kempczinski, McDonald’s CEO, highlighted that the company’s chicken category now represents $25 billion in annual system-wide sales, matching beef sales. McDonald’s operates approximately 13,600 outlets in the US, either directly owned or franchised.
Australian Experience with Plant-Based Burgers
In July 2022, McDonald’s Australia made a second attempt to introduce the McPlant. The trial ended in October, and the McPlant quietly disappeared from the menu. The trial was conducted in 270 restaurants across Victoria, but there is no sign of the McPlant on McDonald’s Australian online menu today.
The McPlant, developed with Beyond Meat, featured a patty made from peas, rice, potatoes, and beetroot, served on a sesame seed bun with tomato, lettuce, pickles, onions, a mayonnaise-style sauce, ketchup, mustard, and a slice of American cheese.
A year earlier, in July 2021, McDonald’s Australia also pulled its McVeggie burger from menus due to low sales. Introduced in 2020, the McVeggie was McDonald’s first plant-based burger in Australia.
New Additions to McDonald’s Australian Menu
In other news, McDonald’s Australia is introducing the Steakhouse Stack as part of its winter menu specials. Originating from the UK, the Steakhouse Stack features two 100% Aussie beef patties, shredded lettuce, Jack cheese, crispy golden onions, slivered red onions, and creamy peppercorn mayo on a toasted gourmet bun.
Liz Whitbread, Senior Brand Manager for McDonald’s Australia, said the winter menu aims to give customers a seasonal twist on McDonald’s classic flavors.