Mcvegan Down Under: When Can Aussies Bite?

McDonald's Australia has been working on introducing vegan options to its menu to meet the rising demand for vegan food in the country. In 2022, the McPlant burger was trialled at 270 stores across Victoria, Australia, but it was not vegan as it included egg-based mayonnaise and dairy cheese. The McVegan burger, on the other hand, has been available in Finland since 2019, but it has not yet made its way to Australia. There is no information on when or if the McVegan will be introduced in Australia, but McDonald's Australia has stated that they are always open to suggestions from customers.

McDonald's Australia is working on new meat-free options

McDonald's Australia has been working on new meat-free options to meet the rising demand for vegan food. In December 2020, a spokesperson for McDonald's Australia acknowledged the increasing demand for vegan and vegetarian options and affirmed that the company is always open to suggestions from its customers.

In 2022, McDonald's Australia trialled the McPlant burger at 270 stores across Victoria. However, unlike the UK's vegan McPlant burger, the Australian version was not suitable for vegans as it included egg-based mayonnaise and dairy cheese. Additionally, the Beyond Meat patty was cooked on the same grill as meat products. The McPlant trial aimed to assess consumer demand for vegan options and understand how the new menu item would impact kitchen operations, influencing future menu decisions.

Previously, McDonald's Australia had offered the McVeggie burger, which was available in South Australia in 2019. However, it was discontinued due to low popularity and changes in customer demands. The McVeggie burger received mixed reviews, with some criticising it for not being truly vegetarian due to the cooking method.

While McDonald's Australia has not yet introduced a fully vegan burger option, the company's efforts to explore meat-free alternatives reflect a response to the growing demand for plant-based options and environmental concerns related to meat production. It remains to be seen whether McDonald's Australia will introduce a permanent vegan option on its menu and ensure strict measures, as seen in Germany, to preserve the meat-free integrity of its offerings.

The McVegan is available in Finland and Germany

The McVegan is a vegan burger sold by the fast-food chain McDonald's. It was first tested in Finland in 2017 and was eventually added to the menu permanently in 2018. The McVegan was then introduced in Germany in April 2019, where it is sold as the Big Vegan TS. The burger is made from a soy patty, bun, tomatoes, lettuce, pickle, onion, ketchup, mustard, oil, and an egg-less sandwich sauce. It is cooked separately from other burgers to preserve its meat-free integrity.

The McVegan received positive reviews from vegan customers in Finland and Sweden, with many noting its similarity in taste and appearance to a classic McDonald's burger. PETA also praised McDonald's for acknowledging the popularity of animal-friendly foods. The burger sold incredibly well, with 150,000 burgers sold in Finland within a month of its release.

The introduction of the McVegan came as a response to petitions signed by thousands of people requesting a plant-based food option on the McDonald's menu. It also aimed to compete with Burger King's Impossible Whopper and cater to the increasing demand for plant-based protein.

While the McVegan is not currently available in Australia, the company has shown a commitment to listening to customer feedback and adapting its menu to meet their demands. McDonald's Australia previously offered the McVeggie burger, which was eventually removed due to a lack of popularity. However, with the growing popularity of veganism, it is possible that McDonald's Australia may consider introducing the McVegan or similar vegan options in the future.

The McVeggie was available in South Australia in 2019

McDonald's Australia has been working on introducing vegan options to its menu. In 2019, the McVeggie burger was launched in South Australia as a trial. Unfortunately, it was later removed due to a lack of popularity and changes in customer demands. The McVeggie burger was first introduced in McDonald's India in 2012, owing to the large vegetarian population in the country. Subsequently, it was also launched in other countries like Hong Kong, Germany, Finland, Sweden, Belgium, Greece, Malaysia, Portugal, Switzerland, and New Zealand.

The push for the McVeggie burger in Australia began in 2019 in the United States, after a petition garnered over 160,000 signatures demanding a plant-based menu option. Despite the initial enthusiasm, the burger was ultimately discontinued in Australia due to low sales. While the trend of encouraging meat-eaters to adopt a more "flexitarian" diet was successful, the McVeggie burger was not well-received by vegetarians. The New Zealand Vegetarian Society, for example, criticised the burger as a "missed opportunity" because it was not truly vegetarian due to the cooking method.

In 2020, McDonald's Australia acknowledged the rising demand for vegan and vegetarian options and expressed its commitment to listening to customer feedback and adapting its menu accordingly. This led to the introduction of the McPlant burger in Victoria, Australia, in 2022. However, the Australian version of the McPlant burger was not vegan-friendly as it included a Beyond Meat patty cooked on the same grill as meat products, along with egg-based mayonnaise and dairy cheese.

While McDonald's Australia has made some efforts to cater to vegan and vegetarian customers, there is still a demand for more plant-based options on the menu. The McVegan burger, available in countries like Finland and Norway, has not yet made its way to Australia, despite petitions and campaigns from plant-based enthusiasts. It remains to be seen whether McDonald's Australia will introduce a fully vegan burger option in the future, but the company has stated that it is open to suggestions and committed to meeting the changing demands of its customers.

McDonald's Australia removed the McVeggie due to low popularity

In 2021, McDonald's Australia removed the McVeggie burger from its menu due to a lack of popularity. The removal came less than two years after the burger was first introduced in 2019. The McVeggie was marketed as McDonald's first-ever plant-based burger, made with a vegetable patty, cheese, lettuce, mayo, and pickles in a sesame seed bun. However, due to the burger's cooking procedure, which involved cooking it on the same surface as meat products, McDonald's stated that it was “not strictly vegetarian.”

The decision to remove the McVeggie burger sparked mixed reactions from customers. Some expressed disappointment and frustration, taking to social media to demand the burger's return. Others, however, understood that menu items come and go, and McDonald's Australia acknowledged these sentiments in its response to a disgruntled customer on Twitter. Despite the initial push for the McVeggie burger in Australia through petitions, the demand did not translate into sales.

The introduction of the McVeggie burger in Australia was prompted by a petition that garnered over 160,000 signatures in the United States in 2019. The petition, authored by vegetarian activist Kathy Freston, advocated for a mainstream meatless option at McDonald's. The success of this petition led to the introduction of the McVeggie burger in the US and sparked a similar petition in Australia, urging McDonald's Australia CEO Andrew Gregory to bring a meat-free burger to the country.

While the McVeggie burger may not have been a popular choice in Australia, it is important to note that McDonald's has introduced vegan and vegetarian options in other countries. For example, in Germany, McDonald's launched the McVegan burger in 2019 with strict measures to preserve its meat-free integrity. Similarly, in India, McDonald's opened its first vegetarian-only restaurant in 2012 due to the widespread practice of vegetarianism in the country. McDonald's has also offered the McVeggie burger in various other countries, including Finland, Sweden, Belgium, and New Zealand, where it was eventually replaced by the McPlant in 2022.

The McPlant was trialled in Victoria, Australia, in 2022

In 2022, McDonald's Australia began trialling the McPlant burger in Victoria. The McPlant was tested in 270 stores across the state. However, unlike the UK version, the Australian McPlant was not vegan-friendly. The burger included a Beyond Meat patty, cooked on the same grill as meat products, and was served with egg-based mayonnaise and dairy cheese.

The McPlant trial aimed to assess consumer demand for vegan options at McDonald's and the impact of the new menu item on restaurant kitchen operations. McDonald's Australia stated that the trial would inform future menu decisions. This trial followed a petition calling for the introduction of a McVegan burger in Australia, highlighting the rising demand for vegan options and the environmental benefits of reducing meat consumption.

Prior to the McPlant trial, McDonald's Australia had offered the McVeggie burger, which was available in South Australia in 2019. However, the McVeggie was discontinued due to a lack of popularity and changes in customer demands. The McVeggie received mixed reviews, with some criticising it for not being truly vegetarian due to the cooking method.

In other countries, such as Germany, Finland, and India, McDonald's has introduced vegan and vegetarian options like the McVegan and McAloo Tikki burgers. With the rising demand for plant-based options and environmental concerns, McDonald's Australia is under pressure to provide more vegan choices for its customers. The McPlant trial in Victoria was a step towards understanding the demand for vegan options and the operational implications of adding them to the menu.

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