Escuche esta historia
--:--
3:59
McPlant is MacDonald's vegan burger to enter a competitive market
The slogan of "healthy and ecological life" advances around the world and McDonald's adapts to a growing market.
More and more people in the world want to adopt a vegetarian diet in their pursuit of a healthy life.
This trend has been assimilated in the food sector, even reaching fast food, where the giants compete in healthy menus. The beginning: Everyone wants to have at least one vegetarian "flagship" product in their food offering, McDonald's is the McPlant hamburger.
Other large chains also put a vegan product on the table of diners who maintain this diet.
Burger King has available their soy-based burger "Rebel Whooper", at Greggs they varied the theme of the burger and offer a 100% vegetarian sausage roll. Other well-known chains like TGB and Goiko Grill also offer vegan products.
McDonald's strategy is to offer healthier food with the same taste
It will seem strange to any observer that McDonald's has launched its vegan burger after Burger King, the chain is recognized for being a pioneer in this type of strategy.
The reason is that they have taken the time necessary for a complete investigation, as well as to cover the details that allow you to offer a truly healthy product, passing all vegan standards.
Vegan hamburger meat will be supplied to McDonald's by Beyond Meat, complementing with vegan cheese, mustard, pickles, onion, tomato sauce, always working to maintain the attractive flavor of a good hamburger.
The studies lasted years, the search for the final taste and texture with vegetarian ingredients led to the final decision: Pea protein is the base ingredient of the meat slice in the center of the product.
Launch of McDonald's Veggie Burger in the UK
The company decided to launch it in a dozen restaurants in the United Kingdom, a country where according to measurements there are about 605,000 vegans. With a purchasing power above the world average, this makes it the perfect market for the launch, in case the projections are fulfilled and the McPlant of MacDonald's is a vegetarian product of high consumption, they can expand this offer in its menu in the country as a stepping stone to the world market.
McDonald's UK Marketing Director Michelle Graham-Clare explained that they take the time to meet the highest standards on any product they launch on the market.
McDonald's McPlant preparation meets all vegan standards
McDonald's product is one of the few that show a 100% approval as a vegan product by the Vegetarian Society, something that obeys not only its ingredients, as it is an offer for vegans, it even has to comply with a preparation process that guarantee the type of food that is offered.
The vegetarian hamburger at McDonald's is prepared on a separate grill from that used for traditional hamburgers, and the utensils are also exclusive for the preparation of this product.
It is these details that allowed them to achieve maximum approval at McPlant. The Burger King hamburger case is the opposite example.
They offer a healthy product, but due to its passage through a grill where traditional hamburgers are prepared, it is impossible to obtain the maximum approval as a vegan product.
Previous offerings in the vegan market by McDonald's were more targeted at a specific audience, while McPlant seems to be aiming to expand as a multi-country offering, starting with the European Union, where the vegetarian consumer market is growing and growing. Has a high level of consumption of foods of this type.
McDonald's representatives have made it clear that the offer will only expand to the extent that there is a demand that ensures the output of the product.
The vegan movement is tied by the umbilical cord to the protection of the environment and ecosystem, hence the McPlant name seems to be born from a detailed study of the company's marketing team.
The product advertising makes it clear that the choice of name is the basis of a comprehensive campaign, so we may see new vegan products at McDonald's for many countries. "A delicious plant-based hamburger" is a phrase used in the presentation of the product, which clearly tells us the direction that the marketing strategy is taking.
If someone is curious to follow the advertising management in the different companies, the scenario is relatively predictable: Other companies highlight their speed by presenting various vegan products before McDonald's, while the latter emphasizes the quality of what it offers to its customers, who will always have the last word.
