Fast-food giant McDonald's plans to relaunch plant-based options for their burgers.
### McPlant Burger Discontinued in Austria: A Blow for Vegan Customers and a Shift in Preferences
In a move that has left many plant-based enthusiasts disheartened, McDonald's has decided to discontinue its McPlant burger from its Austrian menus. The decision, driven by **declining customer demand**, marks a significant shift in the preferences of Austrian customers, who now seem to favour vegetable-based options over plant-based meat alternatives[1][2][3].
The McPlant, a plant-based offering developed in collaboration with Beyond Meat, was introduced in 2021 as a significant step for McDonald's in catering to vegetarian and vegan guests. However, it appears that the burger, named by the Kaulitz brothers, did not gain the popularity initially expected in Austria, with sales figures proving unsustainable[1][2].
The news has sparked a wave of disappointment among vegan consumers in Austria, who now find their options at McDonald's extremely limited, primarily restricted to side items like French fries[2][3]. A community has formed on social media under the hashtag "BringBackMcPlant", demanding the return of the McPlant to Austrian McDonald's branches.
Despite the McPlant's departure, a vegetable patty remains on the menu in McDonald's branches across Austria. Meanwhile, rivals like Burger King have been actively promoting plant-based options, which might influence the perception of McDonald's decision among consumers[1].
Interestingly, prior to the introduction of the vegan burger, vegans could only opt for salads at McDonald's. Feedback from customers on social media suggests that the vegan burger was well-received, with many praising its taste[1]. However, the burger's discontinuation was done quietly without any fanfare, leaving many customers feeling overlooked.
As McDonald's Austria focuses on developing a vegetable-based patty, it remains to be seen how the fast-food giant will continue to cater to its vegetarian and vegan customers in the future. For now, the McPlant burger remains on the menu in McDonald's branches outside of Austria.
In a separate development, the high entrance fee at a German leisure park has caused visitor backlash, with many expressing their dissatisfaction on social media. The park has yet to issue a statement regarding the matter.
- Among the discussions on social media, the vegan community in Austria is advocating for the reintroduction of the McPlant burger, which they believe would enhance the health-and-wellness and lifestyle options at McDonald's.
- The discontinuation of the McPlant burger, a collaboration between McDonald's and Beyond Meat, has resulted in a significant reduction in the food-and-drink choices available to vegan customers at the restaurant, with only side items like French fries remaining.
