McDonald's Canada is launching a test of its new McVeggie burger in select locations as a response to consumer demand for plant-based meals. This burger features a breaded patty made from various vegetables and aims to fill the gap left by previous unsuccessful offerings like the Beyond Meat-based PLT. Chief marketing officer Francesca Cardarelli acknowledged past failures in catering to vegetarians, noting a significant consumer interest in plant-based options. The fast-food chain hopes the McVeggie will resonate better with health-conscious customers and capitalize on the booming plant-based food market.
"That wasn't quite what consumers are looking for," chief marketing officer Francesca Cardarelli conceded while sitting at a McDonald's restaurant in Brampton, Ont.
The sandwich made with a plant-based Beyond Meat patty was tested in September 2019 at 28 restaurants, predominantly in London, Ont.
At the time, a Nielsen study revealed that 43 per cent of Canadian consumers expected to increase plant-based food consumption, and in the two years prior, had bought four per cent less meat.
Buoyed by these reports and others suggesting the plant-based "meat" market would be valued at $135 billion US by 2035, fast-food joints such as Tim Hortons and McDonald's rushed to offer such products.
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