McDonald's to test plant-based Beyond Meat patties in 28 stores in Canada: 'It’s how we look– before we leap'

By Elaine Watson

- Last updated on GMT

McDonald's to test plant-based Beyond Meat patties in 28 stores in Canada

Related tags plant-based meat Beyond meat Mcdonald's

Beyond Meat has struck a deal with McDonald’s to test its plant-based patties in a 12-week trial in 28 restaurants in Ontario, Canada, starting September 30.

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 debuton the East Coast​after a successful launch on the West Coast at Gelson’s.

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