McDonald’s Admits Customers Reject Fake Meat Burgers

McDonald’s has decided not to bring back its fake-meat McPlant burger after disappointing test results in San Francisco and Dallas. Joe Erlinger, McDonald’s U.S. president, revealed this at the Wall Street Journal Global Food Forum, stating the burger didn’t succeed in either market. He emphasized that American consumers aren’t looking for plant-based options at McDonald’s and prefer items like french fries, $5 meal deals, and fresh sandwiches instead. While plant-based items are off the menu for now, Erlinger hinted salads could return if demand picks up. McDonald’s is focusing on chicken due to high demand, selling more chicken than beef currently. They’re banking on new deals like a $5 bundle and free french fries on Fridays to lure back customers amid inflation challenges.

Following the failure of a test of its McPlant burger in San Francisco and Dallas, a top executive at McDonald’s has stated that the company has no intentions to reinstate plant-based choices.

“It was not successful in either market,” said Joe Erlinger, McDonald’s U.S. president, during the Wall Street Journal Global Food Forum in Chicago on Wednesday.

Erlinger stated that American consumers do not come to McDonald’s asking for a McPlant burger or other plant-based proteins. The chain previously collaborated with Beyond Meat to create McPlant burgers and nuggets.

Plant-based foods are currently off the menu, although Erlinger would not rule out the idea of salads returning in the future. This will be determined by whether or not there is sufficient customer demand.

“If people really want salads from McDonald’s, we will gladly relaunch salads,” Erlinger said. “But what our experience has proven is that’s not what the consumer is looking for from McDonald’s.” Instead, consumers are looking for french fries, $5 meal deals, and hot, fresh sandwiches, he added.

On Tuesday, June 25, McDonald’s officially introduced their $5 package, which is anticipated to last about four weeks. The bargain includes a McChicken or McDouble, small fries, a small drink, and a four-count McNugget meal.

In the value meal competition, McDonald’s is relying on more than just its bundle to recoup lost customers due to rising inflation. The restaurant is also offering free french fries every Friday until the end of 2024, as long as customers buy at least $1 using the mobile app.

Other eating giants, such as Wendy’s, Burger King, and Starbucks, have also created promotional campaigns to entice customers to return.

Meanwhile, McDonald’s announced intentions to focus on chicken as protein consumption boosts demand.

“We sell more chicken today as a brand than we do beef,” said Erlinger, who was 30 when he worked as a manager at a McDonald’s in Chicago. “We’re poised to serve that trend well and that’s where we’re making investments.”

Recently, GreatGameIndia reported that a new study published on Monday in The Lancet Regional Health — Europe, led by Renata Levy from the University of São Paulo, links ultra-processed plant-based foods to heart disease and early death.