Sunday, January 19, 2020

McDonald’s ‘PlantWich’ a Millennial Touchpoint



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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