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McDonald’s Trials Plant-Based Burger in Denmark and Sweden

The fast-food powerhouse began testing the McPlant last month.

Video source: YouTube, McDonald's Corp

McDonald’s Corp (NYSE: MCD) said its plant-based burger is now on the menu in Denmark and Sweden as part of a trial run to help the chain gauge customer interest in the meatless offering before a widescale rollout.

The fast-food powerhouse began testing the McPlant, featuring a patty co-developed with faux-meat manufacturer Beyond Meat Inc (Nasdaq: BYND), in a handful of locations abroad last month, Bloomberg reported.

McDonald’s chief executive officer Chris Kempczinski has called plant-based food “an ongoing trend” and that the chain will be “flexible” with the McPlant, which can be sold as a burger, "chicken" sandwich or breakfast item.

The chain opted to test it in Scandinavia due to a growing popularity of plant-based diets. In September 2019, the McPlant was tested in Canada, which generated “an encouraging response,” according to Kempczinski.

The Sweden test will last until March 15, while the Denmark trial will run through April 12, Bloomberg reported. After testing the new offering in select regions globally, Kempczinski said individual markets will choose if and when to add McPlant items. He added that the pace will be determined by customer demand.

Last year, McDonald’s rival, Burger King (NYSE: QSR), released a plant-based Whopper, along with new breakfast sandwiches, made with a patty developed by Impossible Foods. 

Several other fast-food brands, including White Castle, Dunkin’ and Carl’s Jr., have also embraced plant-based foods and launched meatless items as customers become more interested in vegetarian and vegan diets. 

The McPlant is not McDonald’s only new menu item this year. The chain will begin offering a new take on the chicken sandwich, featuring three different versions, starting Feb. 24. 

McDonald’s is doing its best to bounce back from the impact of the COVID-19 pandemic, Kempczinski said during the company’s fourth quarter earnings call last week. 

Its strategy includes doubling down on digital sales, as well as its delivery and drive-thru operations. 

There is also a major expansion planned, with 1,300 new restaurants slated to open worldwide by the end of 2021. About 500 of these locations will be in the U.S.


Source: Equities News

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