This year, fast food franchises around the world have been scrambling over each other to lead the pack in plant-based produce. Already, we’ve seen giants like KFC and Burger King go toe to toe with their “Beyond Fried Chicken” and “Impossible Whopper”, respectively. As the customers have rolled in, it looks increasingly likely that meatless dining will be the future of the industry. But, despite the media storm, one industry leader has held back from entering the fray. Until now.
After observing the attention showered upon their rivals, McDonald’s has finally unveiled plans for a plant-based burger of their own. In a Twitter announcement, the company revealed that they will be testing their sandwich, dubbed the “PLT”, at 28 locations, starting from September 30th. Although it will only be available in Southern Ontario, the announcement is certainly a statement of intent from one of the world’s biggest fast food businesses.
In a press release accompanying the news, McDonalds’ VP of global menu strategy, Ann Wahlgren, revealed:
"McDonald’s has a proud legacy of fun, delicious and craveable food—and now, we’re extending that to a test of a juicy, plant-based burger. We’ve been working on our recipe and now we’re ready to hear feedback from our customers."
"During this test, we’re excited to hear what customers love about the P.L.T. to help our global markets better understand what’s best for their customers. This test allows us to learn more about (the) real-world implications of serving the P.L.T., including customer demand and impact on restaurant operations.”
Check out our recipe for a Giant Meatless BBQ Quesadilla Burger:
While veggies and vegans might be licking their lips at the prospect of the P.L.T, there have been some suggestions that the sandwich may have a downside. According to Metro, the meatless patties will be cooked on the same grill as the rest of the McDonald’s menu, meaning that they will no-longer be entirely meat-free by the time they make it to the customer.
This was confirmed by McDonald’s Canada’s official Twitter account, who responded to a query, “No, our plant-based patty will be cooked on the same grill as other burgers, meat-based products and eggs.” Time will tell whether this issue ultimately affects the P.L.T’s success.