McDonald’s told investors on Monday, November 9, 2020, that it is developing “McPlant,” which is meatless “burgers”, “chicken,” substitutes for its bacon and egg breakfast sandwiches, and other meat-free items that are plant-based.
McPlant is being exclusively crafted for the fast food giant McDonald’s, and the aim is to have a delicious-tasting product that will appeal to customers all over the world as they seek popular plant-based options due to becoming more aware of their health and the impact that livestock farming has on the environment.
The “Mc” Prefix
Using the “Mc” prefix shows that McDonald’s plans to have a long-term and serious commitment to this unique innovation as they have had to McNuggets, McMuffins, and McFlurries. They will be joining other fast-food chain competitors such as Burger King’s Impossible Whopper, which is advertised as a new way to enjoy the classic and which was launched as a vegetarian substitute for the “Whopper” burger in April of 2019 in the United States.
The only products, programs, and services that are permitted to include the “Mc” prefix are those that particularly enhance the uniqueness and value of the McDonald’s brand. All other uses are prohibited, and that includes “cute” phrases on license plates, in speeches, and in internal materials.
Some of the Testing
McDonald’s had a partnership teaming up with Beyond Meat, which specializes in creating vegan substitutes for meat that closely resemble meat in texture, taste, and color. They co-created that plant-based patty, and then tested it in Canada earlier in 2020. McDonald’s decided that they were not ready to move forward yet, and the partnership ended.
However, a Beyond Meat representative told Business Insider that the patty would eventually be available as part of the McPlant platform. McDonald’s has not said if it will renew collaborating with Beyond Meat but will only say it will reach out, which it normally does with all the products, to third-party suppliers. The new line is expected to be introduced next year in selected markets.
In the meantime
McDonald’s continues to rely upon its popular products such as the “Big Mac”, french fries, and “McNuggets” that account for about 70 percent of its sales. They feel that the demand for familiar items in these times of tumult has more importance than ever and that those classic items will continue to be growth drivers because of their popularity and profitability.
