McDonald's announced its response to Burger King and KFC's choice to offer plant-based products.
After the Impossible Burger by Burger King and the "non-chicken" nuggets (on the first day of sale they set the all-time record, sold out in 5 hours) it was time to react.
The 30 September at Ronald McDonald's home they start serving a McDonald's and Beyond Meat burger based on lettuce and tomato, without meat. The chain's top 28 restaurants were chosen in the Canadian province of Ontario.
3 month trial
The green burger will only be available in Canadian restaurants over the next 12 weeks, a test created to gather feedback from customers.
Burger King has been testing its green hamburger for months before making it available anywhere since last August.
We are working on a special recipe and we are ready to listen to the opinion of our customersAnn Wahlgren, head of McDonald's food strategies
Over the next few months McDonald's will get an idea of the typical customer of its vegan burgers and understand how to serve this and other totally meat-free products.
At launch, the Canadian price of the PLT, the McDonald's burger and Beyond Meat is a hair higher than that of the Big Mac: to enjoy it customers will pay the equivalent of € 6.50, but the cows (and the environment) gain from it.