McDonald’s Canada Revives McVeggie Burger in New Market Test

McDonald’s Canada is once again testing a vegetable-based burger, hoping this time it will resonate with customers. The fast-food giant announced a limited-time trial of its new McVeggie sandwich at select locations in British Columbia, Ontario, and New Brunswick until April 14.

The McVeggie, available in both regular and spicy habanero varieties, features a breaded patty made from a blend of carrots, green beans, zucchini, peas, soybeans, broccoli, and corn. Served on a toasted sesame bun with shredded lettuce and sauce, the burger is aimed at those seeking plant-based alternatives.

This isn’t McDonald’s first attempt at catering to vegetarian customers. The company previously tested the PLT (Plant, Lettuce, Tomato) burger, made with a Beyond Meat patty, at select locations in Ontario in 2019 and 2020. However, consumer response was underwhelming, leading to its discontinuation. Chief Marketing Officer Francesca Cardarelli believes the issue was the emphasis on replicating meat rather than showcasing real vegetables.

“This is just something that’s more craveable and more desirable,” Cardarelli said, noting that the new McVeggie allows diners to visibly see the vegetables in the patty, adding to its appeal. Unlike previous plant-based offerings, which attempted to mimic meat, this version embraces its vegetable ingredients.

McDonald’s Canada developed this version of the McVeggie specifically for the Canadian market, though it is not made entirely with domestic ingredients due to sourcing challenges. The company is betting on changing consumer preferences, with research indicating that 35% of Canadians have some form of dietary restriction that influences dining choices.

As McDonald’s monitors customer response, the success of this latest test could determine whether the McVeggie earns a permanent place on the menu. “Ultimately, it’s going to be their voice that helps us determine whether this stands to something bigger or not,” Cardarelli said.