McDonald's says verdict is in: US customers do not like McPlant burgers
Why did the McPlant burger flop in the US?
The McPlant burger flopped in the US due to low demand and underwhelming sales. McDonald's tested the plant-based burger in two markets, San Francisco and Dallas, but it was not successful in either location. The US consumer is not currently looking for plant-based proteins from McDonald's.
What specific investments is McDonald's making in chicken products?
McDonald's is investing in its chicken category by focusing on core chicken products like Chicken McNuggets, McChicken, McCrispy, and McSpicy sandwiches. The company plans to expand the McCrispy platform into wraps and tenders, with the goal of adding another point of chicken share by 2026. McDonald's chicken sales currently generate $25 billion in annual systemwide sales, on par with its beef business3.
What cities were chosen for the McPlant test?
The McPlant test was conducted in two cities in the United States: San Francisco and Dallas. McDonald's chose these locations due to their differences in market dynamics and consumer preferences. Despite promising initial sales, the McPlant did not meet expectations in either market, leading McDonald's to discontinue its plant-based burger in the US for now.