The McPlant U.S. Trial and Its Fizzle
In early 2022, McDonald's concluded its U.S. test run of the McPlant burger, a product co-developed with Beyond Meat. The rollout, tested in select markets such as San Francisco and Dallas, yielded disappointing sales results, failing to meet expectations. Despite the burger's permanent menu status and success in European countries like the UK, Germany, and the Netherlands, the U.S. trial ended without plans for a nationwide launch. Joe Erlinger, the president of McDonald's USA, acknowledged the test's lack of success and the current U.S. consumer disinterest in a plant-based burger from the brand.
Factors Contributing to the McPlant's U.S. Failure
Several factors contributed to the McPlant's poor U.S. performance, highlighting difficulties in integrating plant-based items into large-scale fast-food operations.
- Low Consumer Demand: Unlike some competitors, McDonald's observed a lack of strong U.S. customer demand for a plant-based burger, coinciding with a general decline in the popularity of meat alternatives in the U.S. during the trial.
- Operational Complexities: Adding a new menu item, particularly one with specific preparation needs, complicates McDonald's streamlined kitchen processes. The McPlant trial likely showed that the added logistical challenge wasn't justified by low sales; some franchisees noted the need for made-to-order cooking, causing delays.
- Cross-Contamination Concerns: While some international markets cook the McPlant separately, the U.S. trial involved cooking it on the same grill as beef burgers, using shared equipment. This was a deterrent for many vegetarians and vegans.
- Health and Flavor Perceptions: Some consumers found realistic plant-based alternatives like Beyond Meat too meat-like or perceived them as less healthy. Others felt the flavor and texture didn't match the traditional McDonald's burger.
The Global Contrast: McPlant's Success Overseas
In contrast to the U.S., the McPlant has been successful as a permanent menu item in various international markets. This highlights regional differences in consumer preferences and dining habits.
- European Consumer Base: The European market, especially in the UK, Germany, and the Netherlands, has a larger flexitarian and vegan consumer base more open to meat-free options.
- Dedicated Vegan Preparation: In locations like the UK, the McPlant is vegan certified and prepared separately with dedicated utensils, addressing cross-contamination concerns.
- Localized Menu Strategy: McDonald's tailors its menu to regional tastes. The McPlant platform, offering various plant-based options, has been a better fit for European preferences.
The Strategic Shift: From Plant-Based to Chicken
Following the unsuccessful U.S. McPlant trial, McDonald's announced a strategic pivot to invest heavily in its chicken products, citing internal data indicating chicken as a significant growth area. Joe Erlinger noted chicken's larger protein consumption trend, positioning McDonald's to serve this market. This business-focused strategy prioritizes investments in categories with high consumer demand and profitability over niche markets. While future plant-based options aren't entirely ruled out, they are not a U.S. market priority currently.
Comparison of McPlant Performance (U.S. vs. Europe)
| Feature | U.S. Market (Trial) | European Market (Permanent) |
|---|---|---|
| Availability | Limited test run in 600 restaurants across select cities. | Permanent menu item in the UK, Germany, Netherlands, etc.. |
| Sales Performance | Slow sales and low consumer demand led to discontinuation. | Strong, market-leading sales, praised by customer groups. |
| Preparation | Cooked on the same grill as meat products, creating cross-contamination issues. | Cooked separately with dedicated utensils, ensuring vegan certification. |
| Certification | Not fully vegan due to dairy cheese and mayo options. | Vegan certified in multiple countries, with vegan sauce and cheese alternatives. |
| Strategic Priority | Lower priority; company shifted focus to growing chicken category. | Higher priority, part of a commitment to expanding market-leading vegan offerings. |
Conclusion
Ultimately, why doesn't McDonald's have plant-based products nationally in the U.S. comes down to a failed market test. Despite partnering with Beyond Meat and achieving success internationally, the McPlant didn't resonate with U.S. consumers who favored traditional options. Operational issues, potential cross-contamination, and evolving consumer trends also played a role. While plant-based items are part of the strategy elsewhere, McDonald's has determined that the American market isn't currently ready for its meat-free alternatives. The company's focus on its profitable chicken category demonstrates its data-driven, demand-centric business approach.
Further Reading
- The Rise, Fall, and Future of the McPlant: An article discussing the full story behind the McPlant's varied success.
