The international fast food giant is trying to incorporate the plant-based meat alternatives in the their menus by working once again with Beyond Meat, after a previous product partnership had disappointing results in the U.S.
Beyond Meat had struck a deal with the faux meat company Beyond Meat to sell the Beyond Burger at select McDonald’s locations across the United States. Ultimately sales did not materialize and McDonald’s dropped the fake patty from its menu, with one JP Morgan investor stating that concept was “McDone.”
Since then it’s been a hard road for Beyond Meat; with the COO biting a man’s nose during road rage, to sales continuing to fall thereafter, and the factory failing a health inspection. Beyond Meat and other alt-meat companies have suffered at the stores as well, because consumers simply do not want them and they are simply not getting any cheaper because of inflation and supply chain problems.
SEE: Fake And Plant-Based Meat Sales Have Collapsed As 20% Of Staff Laid-Off At Larger Companies
Nevertheless, McDonald’s still sees potential in Beyond Meat and the plant-based sector. According to Veg News, McDonalds is now adding plant-based Chicken McNuggets to the menu in 1,400 locations in Germany. These locations will also starting serving the McPlant burger courtesy of Beyond Meat.
The new nuggets are made with pea protein, corn, and wheat, and surrounded by a crispy tempura batter. The nationwide launch in Germany follows a successful test-run at locations in Stuttgart (Germany’s sixth largest city) last August.
The country is the first to offer the plant-based McNuggets, which could expand to other markets should the item garner customer interest and demand like the McPlant, the first plant-based item developed under the three-year partnership.
Veg News wrote
Veg News adds that the McPlant burger has been introduced in other locations across Europe, such as Sweden, Austria, Denmark, The Netherlands, the United Kingdom, for example, as far back as 2021. The items have become staples in some areas with consistent purchases.
We are pleased with the permanent place of the McPlant on the menu. During the temporary introduction last year, we received many positive comments from our guests about the taste of the McPlant.
Stijn Mentrop, McDonald’s Netherlands Marketing Director, said in a statement at the time.
Beyond Meat CEO Ethan Brown explained the companies priorities this year after having a rough 2022, according to Ag Funder News.
We are transitioning our business from an operating model that prioritizes growth above all, to one that prioritizes cash flow and sustainable long-term growth.
With the pricing programs we’re testing now, we’re seeing very good unit velocity responses, and some pretty solid revenue gains. We’re coupling our pricing with those types of messages for the right consumer in the right demographic.
Instead of offering a blanket discount, we’re looking at segments where the consumer is far more interested in our value proposition. For folks that are 40 and older, it tends to be around the health message… for folks who are younger, they are much more receptive to climate messaging.
I want to emphasize the transition that’s occurring in Europe with the consumer. If you look at Germany, over the last 10 years, there’s been a remarkable reduction in animal protein consumption on a per capita basis.
And I think that bodes very well for what we’ll see in the United States at some point.
The misperception that our products are overly processed and utilize complex ingredients coupled with misguided comparison of our products to whole vegetables instead of the animal meats they are intended to replace comes at a cost. The cost in my view can be measured in human health.
Brown explained
Burger King’s equivalent, the Impossible Whopper courtesy of Impossible Meats, seems to have a foothold on the plant-based alts in fast food, as they also have offered plant-based chicken nuggets at some Burger Kings for even longer than McDonald’s, and has continued to maintain steady sales in Europe.
AUTHOR COMMENTARY
It appears that Beyond Meat is dead and dying in the states, but the wokesters in Europe apparently like this slop… though, Europe is far more ahead of the wokeness than America is.
[1] Now the Spirit speaketh expressly, that in the latter times some shall depart from the faith, giving heed to seducing spirits, and doctrines of devils; [2] Speaking lies in hypocrisy; having their conscience seared with a hot iron; [3] Forbidding to marry, and commanding to abstain from meats, which God hath created to be received with thanksgiving of them which believe and know the truth. 1 Timothy 4:1-3
Be it so, this once again gives credence to Bible prophecy, and you are going to see these companies continue to blow through money to push this concept.
[7] Who goeth a warfare any time at his own charges? who planteth a vineyard, and eateth not of the fruit thereof? or who feedeth a flock, and eateth not of the milk of the flock? [8] Say I these things as a man? or saith not the law the same also? [9] For it is written in the law of Moses, Thou shalt not muzzle the mouth of the ox that treadeth out the corn. Doth God take care for oxen? [10] Or saith he it altogether for our sakes? For our sakes, no doubt, this is written: that he that ploweth should plow in hope; and that he that thresheth in hope should be partaker of his hope. (1 Corinthians 9:7-10).
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