Findings: McDonald's US President Joe Erlinger has confirmed that the McPlant and salads have been removed from US menus due to low demand.
Key Takeaway: Consumer preferences at McDonald's lean towards traditional fast food offerings, with little interest in plant-based options or salads.
Trend: This reflects a broader trend in the US fast-food market, with a decline in demand for plant-based meat alternatives and a focus on value-driven options like the $5 meal deal.
It is about whom: McDonald's US customers and their preferences.
Description of product/service: The McPlant, a vegan burger, and salads were tested but failed to gain popularity.
Conclusions:
McDonald's is responding to customer demand by focusing on items like the $5 meal deal and french fries, which are consistently popular.
The US market isn't currently receptive to plant-based options at McDonald's.
There is a significant gap between the perceived health benefits of plant-based options and actual consumer choices at fast-food restaurants.
Implications for brands:
McDonald's should continue to focus on value and traditional fast-food offerings to meet customer expectations.
Further research is needed to understand how to successfully introduce plant-based options to the US fast-food market.
Implication for society:
The lack of demand for healthier options at McDonald's highlights the challenges of promoting healthier eating habits in the context of fast food.
It may be necessary to explore alternative strategies to encourage the consumption of plant-based foods in the US.
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