McDonald’s Acknowledges that Customers Prefer Real Meat Burgers over Fake Meat

McDonald’s has acknowledged the underwhelming response to its plant-based McPlant burger, created in collaboration with Beyond Meat. The fast-food chain tested the McPlant in selected markets in 2021, but customer interest has not met expectations.

The McPlant burger includes a patty made from peas, rice, and potatoes, offering a plant-based alternative to their traditional beef burgers.

McDonald’s admits that its trial of the McPlant burger in San Francisco and Dallas in [2022] “was not successful in either market,” as per the company. https://t.co/swYQBW4VXI

— Tom Vierhile (@TomVierhile) June 27, 2024

Despite initial interest, the American customers did not resonate well with the McPlant. Feedback from franchisees indicated low sales, averaging only 20 McPlants sold daily, falling short of the target of 40 to 60 sandwiches. Due to this lukewarm response, McDonald’s has concluded that a nationwide launch is not viable in the near term.

In the broader context of the plant-based meat market, similar challenges exist. While competitors like Burger King have seen some success with their Impossible Whopper, the overall acceptance of fake meat products remains uncertain. Factors contributing to this include consumer preferences for conventional meat flavors and doubts about the taste and texture of plant-based alternatives.

$BYND -3% after comments by $MCD‘s US Head Joe Erlinger at @WSJ Food Forum:
-McDonald’s plant-based burger tests failed in San Fran & Dallas
-McDonald’s diners are not asking for plant-based options
-Hammer’s View:
-Apart from cholesterol, the McPlant is a healthier… pic.com/qVglZWoN0d

— Hammerstone Markets (@HammerstoneMar3) June 26, 2024

In the aftermath of the McPlant trial, Beyond Meat, the company supplying the patty, has seen a decline in its stock value. Investors are questioning the long-term growth prospects of the plant-based meat industry.

Initially, McDonald’s had ambitious plans for the McPlant, aiming to extend the plant-based range to include items like chicken nuggets and sausage. However, the current market response has forced these intentions to be paused.

The trial results highlight a wider industry trend where plant-based alternatives, despite their environmental benefits and health claims, struggle to gain mainstream acceptance. McDonald’s experience with the McPlant underscores the challenges even major brands face when attempting to shift consumer habits towards more sustainable choices.

In conclusion, McDonald’s foray into the plant-based burger market with the McPlant has encountered significant obstacles, reflecting broader industry patterns and current consumer preferences that lean towards traditional meat products.