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McDonald's Dumps Its Veggie Burger. What Does That Say About the Franchise?

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With an increased awareness of animal cruelty and new innovations in the plant-based food industry, vegetarianism is all the rage. Many restaurants and franchises have adopted vegetarian options, not only because of the myriad health properties and benefits to the environment, but also to provide more inclusive dietary choices for customers.

McDonald's was one of the many franchises to embrace the meatless movement with its announcement of the McPlant, a veggie burger released exclusively in select markets around the world. Australia was one of them, likely due to the country’s nature as a testing market for many multinationals.

Consisting of peas, corn, onion, potato and carrot, the McPlant appeared in Australia’s menu back in 2019. In light of the current cultural tide leaning towards vegetarianism and veganism, the burger became highly anticipated all over the world, especially in the United States. But despite promises of the burger spreading globally, its lifespan has recently come to an abrupt end. Surprisingly, within the span of two short years, the McPlant did not reach popularity as expected.

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