McDonald’s Corporation (MCD) is creating its own plant-based burger that will only be served at its own restaurants. The first of those on McDonald’s menu are supposed to be offering a crispy chicken sandwich.
A new trend in public catering is plant-based meat. ‘Meat’ products based on plant components are considered to be more environmentally friendly and safe, making them popular with consumers of various ages, but especially with the active Millennial community and Generation Z members. Consumers’ rising interest in meat substitutes comprise of vegetables components pushes several producers to add this commodity to their product lines. So far, Beyond Meat and Impossible Foods are the industry leaders. However, other food manufacturers are now discussing plans to market plant-based meat, such as Tyson Foods.
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McDonald’s collaborated with Beyond Meat, a well-known plant-based meat producer, for a while to test several dishes. McDonald’s management, however, said that it would launch its own brand of plant-based meat next year, without cooperation with other suppliers. To research demand and change the recipe, new dishes will initially appear in individual markets.
It is presumed that McPlant will be the name of the McDonald’s latest plant-based meat burger. The production of the recipe is known to have been going on for more than a year, as the company has high requirements for the final product’s quality and aims to make it successful.
Thus, in the face of rising competition for customers, McDonald’s is aiming keeping itself up with new trends. Creating its own recipe, instead of using the one from third-parties, would allow McDonald’s Corporation (MCD) to keep a unique recipe, which is also important in the customer battle.
The McDonald’s Corporation (MCD) stock was up 2.20% at $218.02 at close of the market on Wednesday while it has added 10.33% to stock’s value from start of the year.
