McDonald’s (MCD) has tried several different approaches when it comes to its plant-based output over the years, only to find that U.S. customers come to the chain specifically looking to eat beef and chicken.
Not proving as popular in the U.S. as in various international markets, the McPlant was taken off McDonald’s menus in the U.S. after a trial run in 2022.
Another plant-based burger called the McVegan was similarly not expanded beyond a small market test in Chicago in 2019 due to poor sales. With its nostalgic element still driving sales, many U.S. customers come to McDonald’s specifically for the classic taste they remember from childhood.
But internationally, it is an entirely different story. The McPlant is sold in the United Kingdom, France, and New Zealand, among many other nations.
In the United Kingdom, you’ll find Veggie Dippers made of blended pesto and red peppers, while McDonald’s in Switzerland offers a Veggie Paprika sandwich, and customers in Italy can order various mixed salads from the fast-food giant.
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‘We are giving them the power to personalize their protein intake’: McDonald’s India
The king of vegetarian McDonald’s has, however, always been India. With approximately 39% of the country abstaining from meat for religious reasons, McDonald’s first came to the country in 1996 with an extensive vegetarian menu tailored to local tastes. Items like the McAloo, the McSpicy Paneer, and the Pizza McPuff have become classics that many travelers intentionally seek out on a trip to India.
As part of a recent trend of vegetarian customers looking to up their protein intake, McDonald’s India has recently launched new Protein Plus slices that can be put atop a plant-based patty. The slices are a blend of soy, pea, and whey proteins and made to mimic both the taste and look of sliced cheese with a light brown color.
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“We believe in giving our customers choices, and this time, we are giving them the power to personalize their protein intake,” Akshay Jatia, who heads the Westlife Foodworld company operating McDonald’s stores in West and South India, said in a statement. “The Protein Plus range allows them to enjoy their favorite McDonald’s burgers without compromising on their protein needs or taste.”
Each slice costs 25 Indian rupees ($0.29 USD) and contains five grams of protein. The item proved an immediate success and sold out within one day of launching on July 29.
McDonald’s India launched its Protein Plus slices at the end of July.
Image source: McDonald’s India
McDonald’s India tells customers to get more protein, sells out of slices one day into launch
According to numbers provided by McDonald’s India, stores in the west and south of the country sold 32,000 slices within 24 hours of launching.
The new product was also rolled out via a campaign in partnership with local celebrity chef and TV show host Sanjeev Kapoor. The campaign was part of a reminder to track one’s consumption of protein (the chain cited studies showing that more than half of the country eats insufficient amounts).
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“We’re happy to report that on the launch day, our Mumbai stores sold over 11,000 Protein PLUS slices, our Pune and Ahmedabad stores sold over 3,000 Protein PLUS slices, [and] our Bengaluru and Chennai stores sold over 1,500 Protein PLUS slices,” the chain wrote in a blog post.
