McDonald’s Canada Tests McVeggie Burger in Select Markets
McDonald’s Canada has launched a limited-time test of the McVeggie burger in select locations across British Columbia, Ontario, and New Brunswick. The trial runs from March 18 to April 14, 2025, with the company gathering consumer feedback before considering a nationwide rollout.
McVeggie: A New Vegetarian Option
The McVeggie features a breaded patty made from carrots, green beans, zucchini, peas, soybeans, broccoli, and corn. It comes on a toasted sesame bun, topped with shredded lettuce and a mayo-style sauce. For those who prefer spicier flavors, McDonald’s is also offering a Spicy Habanero McVeggie, which includes a creamy, spicy habanero sauce.
Testing Locations
The McVeggie is available at participating McDonald’s locations in the following cities:
- British Columbia: Langley, Richmond, Surrey
- Ontario: Brampton, Windsor
- New Brunswick: Dieppe, Moncton, Riverview, Sussex
McDonald’s Approach to Plant-Based Burgers
This new burger marks McDonald’s Canada’s latest attempt to cater to vegetarian customers. Previous efforts included the PLT (Plant, Lettuce, Tomato) burger, featuring a Beyond Meat patty, which failed to gain widespread appeal during its 2019-2020 trial.
Francesca Cardarelli, McDonald’s Canada’s Chief Marketing Officer, believes the McVeggie aligns better with consumer preferences. Unlike the PLT, which mimicked meat, the McVeggie clearly showcases visible vegetables, offering a distinct taste and texture.
“We believe this is something more craveable and desirable,” Cardarelli said, emphasizing that consumer feedback will determine if the McVeggie becomes a permanent menu item.
Why the McVeggie Matters
McDonald’s research shows that 35% of Canadians have dietary limitations, influencing dining choices for entire groups. The introduction of the McVeggie could attract new customers who previously opted for other restaurants due to limited vegetarian options.
While McDonald’s Canada has developed the McVeggie specifically for the Canadian market, the company sources ingredients from multiple countries due to seasonal limitations.
Consumer Reactions and Next Steps
The test phase will help McDonald’s assess customer demand, purchasing habits, and satisfaction levels. If successful, the McVeggie could join McDonald’s Canada’s permanent menu, expanding the company’s plant-based offerings.
McDonald’s is closely monitoring how often customers order the McVeggie, what items they pair it with, and whether it becomes a regular choice for repeat visitors.
“Ultimately, it’s the customers who will decide if this stands for something bigger,” Cardarelli said.
More…
- https://www.thestar.com/news/canada/mcdonalds-is-testing-a-new-menu-item-in-canada-heres-how-it-tastes/article_8ffe10b2-00df-11f0-aa32-9335d08db0f9.html
- https://www.ctvnews.ca/business/article/mcdonalds-canada-testing-a-vegetable-based-burger-again
- https://www.richmond-news.com/food-and-drink/new-mcveggie-burger-being-tested-at-four-richmond-locations-10390026
