We have been covering the Globalist War on Meat for a while at Legal Insurrection. The latest battle has produced a victory for Team Beef.
The iconic hamburger chain McDonald’s thought it might try to appease the anti-meat forces by experimenting with McPlant. The result was a spectacular failure.
McDonald’s declared that its experiment with plant-based burgers was a disaster.Joe Erlinger, who heads US operations for the Chicago-based fast food giant, told a business conference that the company discontinued the pilot program after customers in San Francisco and Dallas-Fort Worth panned the McPlant.The McPlant “was not successful in either market,” Erlinger told the Wall Street Journal’s Global Fast Food Forum in Chicago on Wednesday.“I don’t think the US consumer is coming to McDonald’s or looking for McPlant or other plant-based proteins from McDonald’s now.”
The McPlant was test-marketed in San Francisco. If a plant-based burger can’t succeed in this super-woke city, it is doomed.
Speaking at the WSJ Global Food Forum, Erlinger said he had “asked the team to test the McPlant in two very different markets, and they chose San Francisco and Dallas.”McDonald’s kicked off testing of the plant-based burger in the two cities in February 2022 and concluded it after a limited time. It involved about 600 restaurants in total.”It was not successful in either market,” the McDonald’s USA president said at the forum. “So, I don’t think the U.S. consumer is coming to McDonald’s or looking for a McPlant or other plant-based proteins from McDonald’s now.”
McPlant does better in Europe. However, in this country, Americans don’t go to McDonald’s to eat plants.
Berlinger mentioned that the McPlant thrived in European markets, so much so that the chain even introduced a Double McPlant in the UK and Ireland. The plant-based burger was so popular in the Netherlands that McDonald’s added four new vegan products, including a McPlant variant, just last year. But while the McPlant manages to be beloved across the pond, it just wasn’t making a splash back at home.”I don’t think the U.S. consumer is coming to McDonald’s or looking for McPlant or other plant-based proteins from McDonald’s now,” Erlinger said at the conference. He also added that the company won’t be reintroducing salads to the menu, since customers aren’t showing a demand for the product either.While McDonald’s appears to be struggling with the vegetarian market, other fast food chains like Burger King and Taco Bell have seen varied degrees of success with their own plant-based menu items.
McDonald’s has been given a valuable reminder about America.
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