Pressure has been mounting for McDonald’s to add vegan burgers to its lineup and Steve Easterbrook, the CEO of McDonald’s, has been trying to compare the decision for vegan burgers to the company’s choice to offer breakfast all day about four years ago.
He worries that demand for the vegan burger isn’t going to be as significant and isn’t going to drive business forward in the way that all-day breakfast did. Once implemented, the All-Day Breakfast campaign spurred a sales growth for many quarters. Of course, the competition also stepped in and started offering breakfast throughout the day. Earlier in the month, McDonald’s pushed for quicker service speeds and claimed that it might trim what breakfast foods it offers throughout the day.
Not a Fad
McDonald’s has also been under pressure recently to add vegetarian burgers because much of its competition has already chosen to add vegetarian-friendly foods. Easterbrook doesn’t believe vegan foods to be a fad, though he does wonder if it’s going to continue the same buzz over time.
The German McDonald’s location already sells a burger that’s plant-based, which is made by Nestle. However, McDonald’s claims that individual sectors and markets decide what’s best for its customers.
The plant-based craze is also featured in the Chicago-based company, which has been trimming down its menu to prevent it from being too complex. It’s also scaled back late-night food offerings and fully removed the premium burgers lineup.
Easterbrook thinks it is going to be interesting to see who has participated in the meat-substitute phase and see who is interested in those food offerings. The question he raises is whether or not it’s going to be existing customers who want to try something different or a new customer who lives a vegan lifestyle and wants to eat fast food. While CEOs and marketing officers are focused on meat alternatives, no one is disclosing solid plans at this time.