McDonald’s continues its global plant-based menu expansion following the successful launch of the McPlant Steakhouse in the Netherlands, which features a patty co-developed with Beyond Meat and three other new plant-based options. Now, Switzerland and Slovenia are the latest European destinations to add meatless offerings to the menu.
McPlant in Switzerland
As the popularity of flexitarianism continues to grow in Switzerland, McDonald’s is catering to the demand by introducing the McPlant to the menu. The plant-based patty is crafted in collaboration with Beyond Meat and can be served entirely plant-based by omitting the cheese and sauce.
Lara Skripitsky, managing director of McDonald’s Switzerland, highlights: “With the McPlant, we offer our guests who eat flexitarian food even more choice. The McPlant patty is made from plant-based ingredients, but it doesn’t lose any of the classic McDonald’s taste.” The plant-based patties are prepared separately from meat on the same grill, with rigorous cleaning protocols in place.
The McPlant initially launches in Zurich restaurants, with plans for a nationwide launch in Switzerland in spring. It can be enjoyed as a standalone burger or as part of a meal, with prices starting at 7.10 CHF
Slovenia has also followed suit, where McDonald’s is introducing the McPlant, made with pea protein and rice, free from artificial colors and preservatives.
Maxime Moulin, director of ALPE-PANON, the franchisee for McDonald’s in Slovenia, explains: “McPlant is primarily intended for the growing group of flexitarians and anyone who enjoys a real McDonald’s burger but would like to occasionally replace their meat meal with a plant-based one.”
McPlant is available in two versions: the classic McPlant and the seasonal McPlant Avocado, which features fresh avocado sauce. Both are available in all McDonald’s restaurants in Slovenia starting from September 12, 2023, with the seasonal version expected to be on offer until the end of January 2024.
Denis Potočnik, head of marketing at ALPE-PANON, shared his thoughts on the slogan of the new launch, “Morš Probat,” which means “You Have to Try It.”
He comments: “When we tried the McPlant burger for the first time with the team, we were all quite surprised. The campaign with the slogan ‘Morš Probat,’ which accompanies the launch of McPlant in Slovenia, is therefore very appropriate because everyone can really see for themselves that the burger with vegetable steak is just as juicy and full of flavor as the most popular classics from our range. ”