Fast-food giant McDonald’s is set to test its vegetable-based burger, the McVeggie, in selected regions of Canada until 14 April 2025.
The product will be tested in restaurants across Langley, Richmond and Surrey in British Columbia, Brampton and Windsor in Ontario, and Dieppe, Moncton, Riverview and Sussex in New Brunswick.
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The McVeggie burger will be available in regular and spicy habanero varieties and will feature a patty made from carrots, green beans, zucchini, peas, soybeans, broccoli and corn.
Served on a toasted sesame bun with shredded lettuce and sauce, the McVeggie represents the company’s effort to attract customers with dietary restrictions or those seeking plant-based options.
The initiative follows previous unsuccessful attempts by McDonald’s Canada to cater to the vegetarian market, as reported by The Canadian Press.
It trialled the plant, lettuce and tomato (PLT) burger with a Beyond Meat patty in Ontario, but the product did not resonate with consumers and was removed from the menu due to lack of demand.
McDonald’s Canada chief marketing officer Francesca Cardarelli commented on the PLT: “That wasn’t quite what consumers are looking for.”
The development of the McVeggie involved months of product development and analysis of feedback from the PLT trials, as well as studies of vegetable-based products from McDonald’s trials in other countries.
While the McVeggie is tailored specifically for the Canadian market, sourcing ingredients domestically year-round is challenging due to the country’s climate.
Some vegetables will need to be imported from other countries, though McDonald’s has not disclosed these sources.
McDonald’s research indicates that 35% of Canadians have dietary restrictions, and these individuals often influence dining choices for their groups.
The company will closely monitor the McVeggie’s performance, including customer frequency, accompanying orders and integration into dining routines, to determine if it can shift dining trends.
Cardarelli said: “I’m hopeful they will feel the excitement and then gravitate toward a product like this.”
“Ultimately, it’s going to be their voice that helps us determine whether this stands to something bigger or not.”
