Navigating the times is not always successful. According to the British newspaper The GuardianMcDonald’s has decided to stop selling the McPlant, its first plant-based “steak” burger, due to lack of success. Therefore, it would have been quietly withdrawn from various markets, in particular from American restaurants.
The goal was to better respond to consumer demand, especially vegetarians.
“There are other plant-based burgers, but McPlant offers our signature flavor in a type of sandwich that makes you want to bite into it. It’s made with a juicy plant-based burger and served on a hot sesame-seed bun with all the classic toppings.” explained the American giant when it was launched at the end of 2020.
The difficulties of Beyond Meat
The brand had lagged behind in this niche compared to competitors like Burger King, the first major chain to launch a vegetarian version of its iconic “Whopper” burger in April 2019 in the United States.
In the US, too, the market for “fake meat” appears to be fading, as The Guardian notes. Beyond Meat, a pioneer in the sector, is seeing its sales stall at best while its share price plummets. Its valuation has gone from $10 billion to $900 million.
However, McDonald’s continues to bet on its star products such as the “Big Mac”, “McNuggets” and French fries, which continue to represent around 70% of its turnover in its main markets.
Source: BFM TV
