![]() Big chains could theoretically tap their low prices, ubiquity, and lab-manufactured addictiveness to sell fake meat convincing enough to overpower the American beef obsession. So why was the McPlant such a McFlop? When products like Impossible and Beyond’s burgers hit shelves a few years ago, fast food was lauded as their ideal sales vehicle. and Austria, American customers were not about it, with some rural stores selling as few as three burgers a day. While the McPlant is apparently thriving in international markets like the U.K. McDonald’s confirmed to CNBC last Thursday that the test concluded as planned, but neither the fast food giant nor Beyond Meat have since announced plans for a nationwide rollout-and Beyond Meat share prices fell 6% after the announcement. The company’s first animal-free burger, which uses a fake beef patty from Beyond Meat, was made available in roughly 600 stores this past February to gauge customer demand. ![]() Last week, a mere six months after launch, McDonald’s quietly ended its brief and underwhelming experiment. ![]() But the plant patty’s success depended on enough people actually wanting to eat it. The McPlant was yet another mass-produced fake-meat burger lionized as a savior to the impending climate disaster-and, of course, an offering that could potentially lure more customers to stores. Chains like Burger King and White Castle had done it before, but McDonald’s was the biggest. The pea, rice, and potato mixture mimicked the flavor and texture of its beefy brethren. It was early 2022 and the world’s most profitable burger chain was finally rolling out a patty made of vegetables in hundreds of its stores.
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