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McDonald’s and Beyond Meat say the McPlant burger will become a permanent menu item

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Like most quick-service restaurant brands lately, McDonald’s has spent a lot of time reimagining the customer dining experience. It says you can expect to see innovations in how you order, where you pick up your food, and even if you interact with an employee at all.

But arguably one of the biggest changes to the burger-maker’s DNA in eight decades is the introduction of the McPlant—its first big foray into meat alternatives, co-developed in a partnership with Beyond Meat. Since February, McDonald’s has been testing this plant burger at about 600 Bay Area and Dallas-Fort Worth locations, while keeping the details from that pilot close to its chest. But at a panel with Beyond Meat at Fast Company‘s Most Innovative Companies Summit this week, McDonald’s shared it expects the sandwich to be a permanent part of the brand’s reimagined dining experience.

Morgan Flatley, McDonald’s global chief marketing officer, paints a picture in which “the customer experience at the restaurant is going to dramatically change over the next few years,” and predicts this will include “very established products with Beyond” that build on top of the McPlant.

McDonald’s understands the role its brand equity can play in popularizing alt-meat. That’s why the McPlant........

© Fast Company

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