McDonald’s Shifts Strategy: Why Plant-Based Burgers Failed in the U.S.

McDonald’s USA President Joe Erlinger recently shed light on the company's evolving menu strategy, confirming that the McPlant burger failed to gain traction during its U.S. pilot program. The test, which spanned 600 restaurants across Dallas and San Francisco starting in February 2022, ultimately proved unsuccessful, leading leadership to conclude that American diners are not currently seeking plant-based protein options from the fast-food giant. While the McPlant has found a permanent home in international markets like the U.K. and the Netherlands, McDonald’s is pivoting its domestic focus toward chicken. With the chicken category already generating $25 billion in annual systemwide sales—matching its beef business—the company is prioritizing investments in popular items like McNuggets, McChicken, McCrispy, and McSpicy. Beyond this, McDonald’s remains committed to its 'Best Burger' initiative, aiming to have its upgraded, juicier burger recipe in nearly all global markets by 2026, a goal that was 80% complete as of late April.