With the McVeggie and the McWrap Veggie, which are added to the chicken-free nuggets launched in the fall, the brand wants to catch up with its competitors, while its sales are eroding.
McDonald's is strengthening its vegetarian offering in France. After the chicken-free nuggets (McPlant Nuggets) launched in the fall, the brand is offering a burger (McVeggie) and a wrap (McWrap Veggie) without meat from this Tuesday, January 21, the brand indicates in a press release, confirming a information from BFMTV. These products are definitely being added to the restaurant menu, to constitute a new alternative offering to well-known recipes.
Until now, the world's first fast food chain had missed the vegetarian shift, having barely developed its meat-free range, despite a few attempts such as the Grand Veggie, the goat's cheese wrap that only remained on the menu for a while. Its main competitor, Burger King, on the other hand, offers several burgers with a vegetable steak. The brand is therefore changing its approach.
Unlike the Grand Veggie which offered a breaded patty made from vegetables, these two new products seek to imitate fried chicken. L'“vegetarian schnitzel” is made from milk proteins, algae fibers, oil, egg protein, and is breaded before being fried, explains BFMTV. The product is vegetarian, but not vegan. The burger – already sold in Switzerland – is a meatless version of the McChicken, using the same recipe: bread, McChicken sauce, salad and schnitzel. The wrap is topped with tomato slices, cheddar cheese, salad, fried onions and CBO sauce.
-McDonald’s
New products more often in 2025
This time, the products will remain à la carte: it is not a temporary offer, confirms the brand's marketing manager Jean-Guillaume Bertola in a press release. The channel wants to “continue to feed [sa] new veggie offer »in addition to the nuggets. It also ensures that the nutriscore of these two new products is A for the burger and B for the wrap.
McDonald's thus hopes to catch up and perhaps attract new customers, while its sales have declined all over the world in 2024, including in France, one of its largest markets, where the group has 1,560 restaurants. The chain has brought out an entry-level menu at 5 euros and is increasing the rate of new products added to its menu. “We try to innovate every five to six weeks”explains Jean-Guillaume Bertola to BFMTV, saying he wants to extend this offensive strategy “throughout the year 2025”.
France
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