TORONTO – Less than a month after its US rival, Burger King, announced the launch of the plant-based Impossible Whopper at 7,000 locations across the US, officials with McDonald’s Canada said it is test marketing Beyond Meat’s plant-based patty in Southwestern Ontario. The fast-food giant plans to offer its P.L.T. (Plant. Lettuce. Tomato.) beginning Sept. 26 at 28 restaurants using a patty it says has been made exclusively by McDonald’s, for McDonald’s. The global test is planned to last 12 weeks.
The P.L.T. is billed as a “perfectly dressed plant-based burger on a warm, soft, sesame seed bun,” offering customers McDonald’s iconic taste. The “open wide and sink your teeth into it” sandwich’s menu price is CA$6.49 ($4.90).
“McDonald’s Canada has a proud legacy of innovating across our menu and we’re excited that Canadians will be the first in the world to try the P.L.T.,” said Jeff Anderson, chef of McDonald's Canada. “We’re eager to hear what our customers love about the P.L.T. to help McDonald’s around the world better understand how a plant-based burger works in our restaurants.”
“As a customer-obsessed company, we are committed to continuously testing new menu items to offer a variety of options,” said Michaela Charette, head of consumer insights with McDonald’s Canada. According to Charette, the company plans to use feedback from customers to assess Canadian’s growing demand for plant-based proteins.