Lead, follow or get out of the way. In the case of plant-based protein McDonald’s
has elected to follow. So, just what
does that mean? Industry insiders know
that no plant-based protein company had enough product supply for McDonald’s to rollout a new
plant-based product nationwide.
According to Steven Johnson, Grocerant Guru® at Tacoma, WA
based Foodservice Solutions® McDonald’s is testing
of the operational and marketing messaging of a “P.L.T.” sandwich — plant, lettuce and
tomato, featuring Beyond Meat patties
at 52 southwestern Ontario, Canada, locations for 12 weeks.
Michaela Charette,
head of consumer insights at McDonald’s Canada stated “As we expand the test,
we’re continuing to listen to our guests across southwestern Ontario and assess
the appetite for a plant-based alternative within the McDonald’s menu,”. This
test is about edifying customer relevant touchpoints particularly with
Millennials who are driving the plant-based protein adoption according to Johnson.
Regular readers of
this blog know that McDonald’s also sells an imitation meat burger with a
product from Nestle in Germany.
Plant-based proteins are no longer an option. They have become a menu item of necessity if
you want to avoid the “Food Veto”. (Food
Veto don’t have don’t go)
Leaders do not always
have to lead. There are times that they
should follow in this case size does matter and filling the supply chain with product
is a bigger problem than testing a new product?
The question every food manufacture of plant-based protein should be
asking is who is McDonald/s going to buy?
Foodservice
Solutions®
specializes in outsourced business development. We can help you identify,
quantify and qualify additional food retail segment opportunities or a new menu
product segment and brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant/
Battle for Share of Stomach
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