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

Blaine Calkins takes the seat for Red-Deer Lacombe

With 50 per cent of the riding counted, Calkins has over 21,000 votes

Trudeau has won the most seats — but not a majority. What happens next?

Trudeau will have to deal with some of the implications of Monday’s result

LIVE MAP: Results in Canada’s 2019 federal election

Polls are now closed across the country

Red Deer-Lacombe candidate “thrilled” voters loved People’s Party of Canada platform

Laura-Lynn Thompson attended a results party at Sylvan Lake Golf and Country Club on Oct. 21

Lacombe ranked 5th on 20 Best Places to Live list

Moneyinc.com included Lacombe, Camrose and Red Deer on the list

WATCH: 6th Bill’s Trail Run welcomes over 450 runners

Run advocates for the use and upkeep of Lacombe’s trails

Husky Energy lays off staff to align with lower spending plans and strategy

Company had 5,157 permanent employees at end of 2018, according to regulatory filing

‘Issue-by-issue parliament’: Expert says Liberals need to placate NDP to be effective

Scandals, social issues, racism defined 2019 federal election, SFU prof says

‘Wexit’ talk percolates day after Liberals returned to power with minority

An online petition is calling for a western alliance and Alberta to separate

Opposition to Trans Mountain won’t change, B.C. minister says

Pipeline projects proceed under minority Trudeau government

Alleged RCMP secret leaker must stay with B.C. parents while on bail

Cameron Ortis, 47, is charged with violating the Security of Information Act

‘Inconsistent’ message on climate change hurt Liberals at the polls: prof

Trudeau government will have to make concessions to hold onto power

VIDEO: Final trailer for ‘Rise of Skywalker’ debuts

Last instalment in Skywalker saga to hit theatres Dec. 20

Google searches for ‘how to vote’ surge on Election Day

Interest spikes despite social media campaign by Elections Canada

Most Read