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McDonald’s announces that the verdict is in: American customers don’t like McPlant hamburgers

McDonald’s plant-based burger failed in two U.S. test markets, according to McDonald’s U.S. President Joe Erlinger.

Speaking at WSJ Global Food ForumErlinger said he “asked the team to test the McPlant in two very different markets, and they chose San Francisco and Dallas.”

McDonald’s launched the plant-based burger trials in both cities in February 2022 and concluded them after a limited period. In total, around 600 restaurants were involved.

“It hasn’t been successful in either market,” McDonald’s USA president and CEO said at the forum. “So I don’t think the American consumer is coming to McDonald’s or looking for a McPlant or other McDonald’s plant-based proteins today.”

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He said the fast food giant, which has more than 40,000 locations worldwide, would “continue to monitor” the trend, according to Journal images of his remarks.

The company has introduced the McPlant to various countries across Europe over the years and even added it permanently to the menu in some locations, such as the United Kingdom and the Netherlands.

“The biggest trend in protein consumption is actually chicken, and we think we’re well positioned to address that trend, and that’s where we’re investing,” Erlinger said at the forum.

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McDonald’s has been shifting its focus more toward chicken in recent quarters.

“We are also excited to continue our success in the chicken space by continuing to invest in beloved icons like the McNuggets and McChicken while further developing emerging favorites like the McCrispy and McSpicy,” CEO Chris Kempczinski said in February. “These four stocks are the building blocks of our growing chicken business, and we see the potential to add an additional point of market share in the chicken space by 2026, in part through an expansion of our McCrispy platform into wraps and tenders.”

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The company’s chicken category generated $25 billion in annual systemwide sales, the company announced earlier this year. That was comparable to its beef business.

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McDonald’s also continued to roll out its “Best Burger” initiative (several improvements to its popular burgers to make them juicier and tastier) in restaurants around the world. The company wants almost all markets to offer improved burgers by 2026, and executives say 80% of them had reached that number by the end of April.

News Source : www.foxbusiness.com
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