According to The Ag Watchdog circulated by the Center for Consumer Freedom, the test by McDonald’s Corporation of the Beyond Meat McPlant menu item has shown poor consumer acceptance, especially in suburban and rural areas. Since mid-February, the company has been testing the product in selected locations in California and Texas as reported by Restaurant Business .
Preliminary evaluation by analyst Peter Saleh of BTIG has evidenced a reluctance by franchisees who are not participating in trials to request the product. Apart from considerations such as taste and texture, franchisees are concerned over disruption of kitchen routines and slowing of service that appears to be inherent to the McPlant menu item that is prepared to order.
Competitors of McDonald’s Corporation are testing plant-based products including the Impossible Whopper by Burger King. Some regional chains have introduced and then dropped plant-based burgers and alternatively to products including Dunkin’ brands and Tim Horton’s.