McDonald's new meatless burger is aimed at a different kind of eater — the part-time vegan
It sounds like a joke, but it’s all in the name of reporting. We’ve arrived at the McDonald’s in Berlin’s Zoo train station to taste-test the new Big Vegan, a plant-based burger meant to attract meat eaters here in the land of broiled bratwursts and sizzling schnitzel.
Soy, wheat, beetsMcDonald’s introduced the Big Vegan to Germany on April 29. An ad for the Big Vegan plays up the burger’s ethical and environmental appeal, showing a tree-occupying protester facing off against a man with a chainsaw, which references the recent occupation of the Hambach Forest in western Germany by activists. At €3.69 , the Big Vegan is not as big as a Big Mac; it’s on par with a Quarter Pounder—without cheese.
Meatless maniaMcDonald’s first entered Germany in 1971 with a restaurant in Munich; the 1,000th restaurant was opened in Berlin in 1999. Now, like in other markets, McDonald’s business there is running up against changing consumer tastes. With McDonalds, “the fries taste the same around the globe, but they test locally,” says Nicole Miller Regan, a senior research analyst with Piper Jaffray.
A McDonald’s spokesperson declined to comment on whether the chain would introduce the Big Vegan to the U.S. market.
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