The patties will feature in McDonald's new P.L.T. (plant.lettuce.tomato) burger, retailing at $6.49 CAD plus tax.
“We’ve been working on our recipe and now we’re ready to hear feedback from our customers,” said Ann Wahlgren, VP Global Menu Strategy.
Noting that each menu item must carry its weight as the business models of fast food chains force them to focus on a small number of top sellers, she said: “Why just a small test? We’re in learning mode, so testing is a major part of how we develop our menu.
"It’s how we look– before we leap. This test allows us to learn more about real-world implications of serving the P.L.T., including customer demand and impact on restaurant operations.”
When marketing plant-based menu items, the key is presenting them as mainstream and delicious, rather than pigeonholing them in a carved out section of the menu targeting diners on special diets, Good Food Institute foodservice analyst Zak Weston told FoodNavigator-USA earlier this year.
“If you see a vegetarian section on a menu and you’re not a vegetarian, you’ll move straight past it. All the research suggests it’s best to integrate these items on the main menu, and promote them as enticing and delicious, not something that represents a sacrifice."
The news was announced as Impossible Foods – which has partnered with Burger King to sell the Impossible Whopper in all 7,000+ US locations - made its retail debut on the East Coast after a successful launch on the West Coast at Gelson’s.