BRAMPTON, Ont. - McDonald’s Canada is once again experimenting with a vegetable-based burger, announcing the test of its new McVeggie sandwich on Tuesday. The test will take place in select restaurants located in Langley, Richmond, and Surrey, B.C., as well as in Brampton and Windsor, Ont., and Dieppe, Moncton, Riverview, and Sussex, N.S. The trial period is set to run until April 14.
The McVeggie sandwich will be available in two varieties: regular and spicy habanero. It features a breaded patty made from a mixture of carrots, green beans, zucchini, peas, soybeans, broccoli, and corn, all served on a toasted sesame bun. To complete the sandwich, it is topped with shredded lettuce and a special sauce.
This latest menu offering is part of McDonald’s Canada’s ongoing efforts to attract customers who either choose not to consume meat or seek alternatives to the classic menu items like the Big Mac. Historically, previous attempts to introduce vegetarian options have not resonated with consumers, resulting in a menu dominated by beef and poultry products, while leaving limited choices for those who avoid meat.
Before the McVeggie, McDonald’s Canada last ventured into the plant-based sector with the PLT (plant, lettuce, and tomato) sandwich. It was tested in September 2019 at 28 restaurants primarily in London, Ont., and later expanded to 52 locations across neighbouring Kitchener-Waterloo and Guelph in a 12-week trial beginning in January 2020. However, this offering was received poorly as the chief marketing officer, Francesca Cardarelli, acknowledged that the PLT didn’t meet consumer expectations, particularly because its patty mimicked traditional meat.
Despite reports indicating that 43% of Canadian consumers planned to increase their intake of plant-based foods, many offerings from fast-food chains, including Tim Hortons and McDonald’s, failed to gain traction and were eventually retracted due to lack of interest. The McVeggie aims to capitalize on insights derived from previous trials and feedback from consumers regarding the PLT.
Cardarelli expressed optimism about the new sandwich, highlighting its “craveable” nature. She noted that its vibrant vegetable composition distinguishes it from prior attempts, asserting that customers seeking variety would find the appeal of the McVeggie evident after a first bite.
Extensive research and product development informed the creation of the McVeggie, incorporating feedback from past trials and examining vegetable-based alternatives that McDonald’s has tested in other markets. The McVeggie has been available in countries such as India, Brazil, Australia, and New Zealand, though the Canadian version was specifically formulated for local market preferences.
However, Cardarelli indicated that not all ingredients for the McVeggie will be sourced from Canada due to seasonal produce limitations. While she refrained from disclosing the specific countries from which other vegetables would be sourced, she emphasized the necessity of ensuring the sandwich's success, particularly in light of previous failures and the potential to attract customers who might otherwise dine elsewhere due to a lack of plant-based options.
Research conducted by McDonald’s indicates that approximately 35% of Canadians have some form of dietary restriction, including allergies or personal preferences, and such limitations often influence dining decisions for groups. McDonald’s aims to monitor the performance of the McVeggie closely, assessing customer demand, ordering patterns, and how the sandwich fits into the lifestyles of consumers.
“I’m hopeful they will feel the excitement and then gravitate toward a product like this,” said Cardarelli, emphasizing that consumer feedback will play a crucial role in determining the future of the McVeggie and its potential impact on McDonald’s menu offerings.
