McDonald's Canada has announced the introduction of a new vegetable-based burger, the McVeggie, as part of its latest endeavor to cater to the growing demand for plant-based options. The McVeggie is set to be tested in selected restaurants in Langley, Richmond, and Surrey, British Columbia, among other locations, until April 14. This initiative comes as the fast-food giant attempts to attract customers who seek alternatives to traditional meat-based offerings like the Big Mac.
The McVeggie is crafted with a plant-based Beyond Meat patty, though it is not entirely made from Canadian ingredients due to climate limitations. Despite this, McDonald's aims to appeal to the approximately 43% of Canadian consumers who, according to a Nielsen study, expressed intentions to increase their plant-based food consumption in 2019. Additionally, the study noted a 4% decline in meat purchases by Canadians over the two years preceding the research.
Francesca Cardarelli, McDonald's chief marketing officer, emphasized the uniqueness of the McVeggie, stating that it offers a vibrant and desirable option for those seeking alternatives.
“You can really see the vegetable component in it, which I think adds a bit of a vibrancy and uniqueness from what we’ve tested in the past,” said Cardarelli.
The pressure to succeed with the McVeggie is significant given previous challenges faced with similar menu items. McDonald's will closely analyze consumer data on the McVeggie's performance, tracking how frequently it is ordered and accompanying purchases. The stakes are high as McDonald's aims to capture a segment of the market that might have otherwise chosen competitors due to a lack of plant-based options.
This latest test follows a 12-week trial conducted in January 2020 across 52 locations in Kitchener-Waterloo and Guelph. The trial had initially expanded from 28 restaurants in London, Ontario. Unlike McVeggie sandwiches available in countries such as India, Brazil, Australia, and New Zealand, this version has been specifically developed for the Canadian market.
Cardarelli expressed optimism regarding the potential success of the McVeggie, highlighting that consumer feedback will be instrumental in determining its future.
“Ultimately, it’s going to be their voice that helps us determine whether this stands to something bigger or not,” Cardarelli stated.
The introduction of the McVeggie aligns with a broader trend of fast-food chains diversifying their menus to include plant-based options, responding to changing dietary preferences and environmental considerations.
