McDonald’s Says No More Meatless Burger in U.S.
July 12, 2024
Looks like McDonald’s has given up trying to sell meatless beef burgers in the U.S. The fast-food giant recently announced it has no plans to continue promoting its plant-based burger option, the McPlant.
McDonald’s president Joe Erlinger spoke at the Wall Street Journal Global Food Forum in Chicago at the end of June, saying the brand would discontinue the McPlant after it performed poorly in U.S. test markets. The chain had tested the McPlant in California and Texas since it had developed the meatless alternative with Beyond Meat in 2021. Peas, rice and potatoes were the ingredients in the patty, which included the standard fixings of a sesame seed bun and toppings of tomato, lettuce, pickes, onions and American cheese.
Initial testing had shown some success in Texas, Iowa, California and Louisiana, but after expanding to 600 locations in San Francisco and Dallas, sales dropped from 500 burgers per week to 20 burgers a day, according to analyst Peter Saleh.
While McDonald’s has seen overseas sales better, the U.S. market doesn’t support meatless options at the popular chain.
"I don't think the U.S. consumer is coming to McDonald's or looking for McPlant or other plant-based proteins from McDonald's now," Erlinger said at the conference. Furthermore, salads, which were removed from the menu during the pandemic, will not be reintroduced to the menu because customers aren’t showing a demand for them either.
In terms of protein, the company will look at more chicken options as they are popular and cost less for them and the consumer.
According to Business Insider, the company revealed in February its chicken category represents $25 billion in annual systemwide sales, which is on par with its beef business.
Erlinger hinted that another protein option would be back on the menu again in 2024—the boneless pork dipped in tangy barbecue sauce, better known as the McRib.
It first appeared on the menu in 1982, and has been off and on the menu several times.
Additionally, bagels were added back to the breakfast menu in April in about 1,200 stores and may be available nationwide again later this year.
Bagels were first introduced to McDonald's in late 2019, but were cut when the menu was simplified during the pandemic.
Customers in California, Pennsylvania, Nashville, Louisiana, Pennsylvania, Florida, Tennessee, Iowa, West Virginia, California, North Carolina, Ohio, Alabama and New York have seen them return.
There are four varieties, which all feature egg and cheese. Three of them also include meat—bacon, sausage or steak—and the steak bagel also adds grilled onions.
Source: Drovers
