McDonald's has announced its response to Burger King and KFC's choice to offer plant-based products.
After Burger King's Impossible Burger and the "non-chicken" nuggets (which set the all-time record on their first day on sale, sold out in 5 hours) it was time to react.
The 30 September at Ronald McDonald's house they start serving a McDonald's and Beyond Meat hamburger made with lettuce and tomato, without meat. The chain's first 28 restaurants were chosen in the Canadian province of Ontario.
3 month trial
The green burger will be available only 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 customers
Ann Wahlgren, head of McDonald's food strategy
In the coming months, McDonald's will get an idea of the typical customer of its vegan burgers and understand how to serve this and other products completely meat-free.
At launch, the Canadian price of the PLT, the McDonald's and Beyond Meat burger 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.
