McDonald’s launches Beyond Meat burger pilot in 28 Ontario restaurants

Will include a Beyond Meat patty that will taste different than those offered at other fast-food chains

More than a year after A&W became the first Canadian fast-food chain to sell the Beyond Meat burger, McDonald’s Canada is set to roll out a limited pilot of the plant-based patty to test its customer’s appetite for vegetarian eats.

“We know we’re not first,” Michaela Charette, the company’s head of consumer insights, said in an interview. “We’ve been taking our time to get it right,”

McDonald’s will start serving a PLT sandwich — plant, lettuce and tomato — at 28 restaurants in southwestern Ontario, including locations in London and Sarnia, on Monday.

The item’s main component is a Beyond Meat patty that will taste different than those on offer at other fast-food chains in Canada. Beyond Meat usually works with retailers to create a unique taste for their target demographic.

The trial is intended to be a global test, meaning McDonald’s could roll out the PLT in all of its markets, which span more than 100 countries.

Charette and chef Jeff Anderson, both of McDonald’s Canada, were tight-lipped on what specific metrics the company needs to see to roll out the PLT globally.

McDonald’s will collect consumer feedback on taste, track demand for the new menu item and watch to see if its preparation impacts restaurant operations.

It will also be looking to for data on whether vegans and vegetarians buy the burger, versus people who also consume meat, Charette said.

This isn’t the first time McDonald’s Canada has put veggie burgers on the menu.

It last introduced one — the McVeggie Deluxe — in June 2002. The restaurant pulled the soy-based patty sandwich from the menu “due to softer sales” in 2005, a spokeswoman wrote in an email.

The company believes more than a decade later, its customers are ready to embrace a vegetarian option.

ALSO READ: White Spot to add new 100% plant-based patty to menu

“Our guests and consumers, their taste palates, their preferences change,” Anderson said.

The pilot will help the company understand if their customers do, in fact, want a Beyond Meat option.

Demand does appear to be shifting in Canada toward more plant-based protein, due to a combination of financial, environmental, humanitarian and health reasons. Canada’s new food guide, released earlier this year, encourages people to eat more plant-based proteins, such as legumes, nuts and tofu, over meat.

In response, eateries and manufacturers increasingly offer vegetarian options.

A&W first introduced Beyond Meat patties in early 2018, setting off a ripple effect in the fast-food industry. Since then, Subway Restaurants announced a Beyond Meatball marinara sub would come to select Canadian locations this September for a limited time. Vancouver-based White Spot Restaurants started serving Beyond Meat burgers, while Quesada Burritos & Tacos offered up a Beyond Meat burrito — just to name a few.

On the manufacturing side, Maple Leaf Foods acquired two alternative protein makers, Lightlife Foods and Field Roast Grain Meat Co., in recent history. Maple Leaf CEO Michael McCain defended Lightlife’s vegetarian burger during a recent quarterly earnings call with analysts, saying it will be more widely distributed than Beyond Meat’s products.

The move to plant-based protein hasn’t worked out for all, however.

Restaurant Brands International added Beyond Meat burgers and breakfast sandwiches across Canada some three months ago, before deciding to remove the burgers nationally and breakfast sandwiches everywhere but Ontario and B.C. earlier this month. The decision was apparently made based on sales volumes.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

PHOTOS: 2019 Ponoka Festival of Trees

Paige Hinton sings during the Senior’s Candy Cane Coffee Friday, Nov. 15.… Continue reading

Future of Parent Link unknown after province announces changes

Likely less programs for children as scope increases to include older kids

Fort Ostell Museum, Ponoka FCSS make their requests to council

Museum deals with drug dealers and operates tight budget

Waste collection made simplier in the new year

Ponoka residents will see change in garbage recycling pickup

REFLECTIONS: Ponoka was booming after the war years

By Mike Rainone for the News At the end of the long… Continue reading

Bye bye Bei Bei: Giant panda born in U.S. zoo heads to China

Panda heads back to China as part of cooperative breeding program

Notley kicked out of legislature for comment on election watchdog firing bill

When Speaker Nathan Cooper directed Notley to apologize, she refused

Members of little people community applaud change to drop ‘midget’ term

‘It’s not about sensitivity,’ says Allan Redford, the president of the Little People of Canada

Red Deer man facing 13 charges after late night pursuit

Leduc RCMP with assistance from Edmonton Police make arrest

Nothing funny about funny money in Leduc

Leduc RCMP investigate multiple files involving counterfeit currency

‘Midget’ no more: Sweeping division name changes coming to minor hockey in Canada

Alpha-numeric division names will be used for the 2020-2021 season and beyond

Ottawa urges CN and union to continue talks as 3,200 workers go on strike

The rail workers began their strike after failing to reach a deal by a midnight deadline

University of Calgary to slash payroll after post-secondary funding cuts

The government is also cutting all funding for the Infrastructure Maintenance Program

Trans Mountain received $320M in government subsidies in first half 2019: report

The money included $135.8 million in direct subsidies and $183.8 million in indirect subsidies

Most Read