January 1, Fast Food Chain Fails Taste Test On New Product

McDonald’s plant-based burger, the McPlant, failed to impress US customers in two test markets, according to McDonald’s USA President Joe Erlinger. Speaking at the WSJ Global Food Forum, Erlinger revealed that he “asked the team to test the McPlant in two very different markets, and they chose San Francisco and Dallas.” The test was conducted in February 2022 and involved around 600 restaurants.

However, the outcome was disappointing, as Erlinger stated, “It was not successful in either market.” He further explained his belief that “the U.S. consumer is not coming to McDonald’s or looking for a McPlant or other plant-based proteins from McDonald’s now.”

Despite the setback, McDonald’s will “continue to monitor” the plant-based trend. The McPlant has been successfully introduced in various European countries, with permanent spots on the menu in places like the UK and the Netherlands.

Erlinger shared that “the bigger trend around protein consumption is really around chicken,” and McDonald’s is well-positioned to serve that demand. The company has been focusing on expanding its chicken offerings, with CEO Chris Kempczinski stating that they see “the potential to add another point of chicken share by 2026, in part through an expansion of our McCrispy platform into wraps and tenders.”

The chicken category is booming for McDonald’s, generating $25 billion in annual systemwide sales. This puts it on par with the company’s beef business. In addition, McDonald’s continues to roll out its “Best Burger” initiative worldwide, aiming to upgrade its popular burgers and reach nearly all markets by 2026.

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