McDonald’s Canada is diving back into the veggie game, launching its latest plant-powered creation: the McVeggie burger. Starting Tuesday, the fast-food giant will roll out this vegetable-packed sandwich at select locations across British Columbia, Ontario, and Nova Scotia, hoping to finally crack the meat-free market after past flops. The test runs through April 14, giving burger buffs a limited window to weigh in.
Available in regular and spicy habanero flavors, the McVeggie boasts a breaded patty bursting with carrots, green beans, zucchini, peas, soybeans, broccoli, and corn. Served on a toasted sesame bun with shredded lettuce and sauce, it’s a vibrant departure from the chain’s beef-heavy lineup. This isn’t just another plant-based poser—it’s a bold bid to win over veggie lovers and flexitarians alike.
The move comes after earlier stumbles, like the Beyond Meat-powered PLT (plant, lettuce, and tomato), which debuted in 2019 but fizzled out despite high hopes. “That wasn’t quite what consumers wanted,” admitted Francesca Cardarelli, McDonald’s Canada’s chief marketing officer, over a meal at a Brampton, Ont., location. The PLT’s meat-mimicking patty didn’t stick the landing, and it quietly vanished after a 2020 trial. Back then, the plant-based craze was sizzling—studies pegged the market’s potential at US$135 billion by 2035—but Canadian diners didn’t bite.
Now, McDonald’s is switching gears. Unlike the faux-meat frenzy of yesteryear, the McVeggie leans into its veggie roots. “You can see the chunky greens in every bite,” Cardarelli said, calling it “craveable” and “desirable.” She’s banking on its bold veggie vibe to hook customers, whether they’re meat-avoiders or just craving something fresh. Cardarelli herself is a fan—she downs two a week.
The McVeggie’s journey to the menu involved months of tinkering, fueled by PLT feedback and inspiration from veggie burgers sold by McDonald’s in India, Brazil, Australia, and New Zealand. This version, though, is custom-made for Canada—sort of. Sourcing all ingredients locally proved tricky thanks to Canada’s frosty climate, so the chain’s keeping mum on where the rest of the veggies hail from.
The stakes are sky-high. With 35% of Canadians navigating food restrictions—be it allergies or preferences—McDonald’s knows a third of diners often sway their group’s restaurant pick. A hit here could lure veggie-curious crowds who’ve skipped the Golden Arches for greener pastures. The chain’s watching closely: How often will people order it? What pairs with it? Does it fit their vibe?
“This is about excitement,” Cardarelli said. “Their voice will decide if this grows into something bigger.” For now, the McVeggie’s fate rests in the hands—and taste buds—of Canadians. Will it be a veggie victory or another plant-based misfire? Time, and the drive-thru, will tell.