McDonald’s
- McDonald’s announced it is developing the «McPlant,» a lineup of plant-based burgers, «chicken,» and more meat-free menu items.
- The McPlant branding is quite obvious and a bit corny.
- However, at a chain that takes its branding seriously, use of the «Mc» moniker reveals McDonald’s long-term commitment to plant-based food.
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McDonald’s is investing in plant-based «meat.» And, it’s calling it the McPlant.
On Monday, the fast-food giant announced it is developing plant-based «chicken,» burgers, and other menu items under the «McPlant» banner.
That’s right: McPlant. Following in the storied tradition of McNuggets, McFlurries, and McMuffins, McDonald’s has decided to mash together its name and that of a menu item.
It’s on the nose, to say the least. The name inspired some raised eyebrows on social media:
—Laura Bassett (@LEBassett) November 9, 2020
—Michael Pielocik (@michaelpielocik) November 9, 2020
—Dennis Green (@DennisVerde) November 9, 2020
However, years of writing about the fast-food chain makes the Mc-moniker ring a bit differently, to me. While I will concede the corniness of the «McPlant» name, McDonald’s decision to use «Mc» branding is a sign of how seriously the chain is taking plant-based food.
McDonald’s is extraordinarily aggressive about its branding. A 2012 marketing guide that was leaked to me earlier this year states that the only products, services, and programs that are allowed to add on the «Mc» are those that «enhance the value and uniqueness of our brand.»
«Do not invent gratuitous ‘Mc’ or ‘Mac’ terms or phrases that add no long-term strategic value to the brand, such as ‘McPhone,’ ‘McMeeting’ or ‘I work at McDonald’s with McPride,'» the code states. «All such uses are prohibited, including on license plates and in speeches and internal materials.»
For McDonald’s to add the «Mc» to its plant-based menu is a clear sign that this is a long-term priority for the company. It also shows that McDonald’s is increasingly on the same page as competitors, many of which added plant-based items to the permanent menu in recent years.
The McPlant name hints at long-term aspirations
Other fast-food chains led the way in linking plant-based menu items to core aspects of their brands. For example, when Burger King rolled out the Impossible Whopper, it signaled that a plant-based burger was not separate from Burger King’s most iconic menu items, but instead a new way to enjoy a classic.
«This is not a gimmick,» Jose Cil, the CEO of Burger King parent company Restaurant Brands International, told Business Insider in 2019. «This is something we believe can be a part of the Burger King menu for the long term.»
McDonald’s broke the trend of «Impossible X» and «Beyond Y» menu naming practices when it tested the P.L.T. in Canada, as part of a partnership with Beyond Meat. Perhaps the lack of a «Beyond Mac» signaled that McDonald’s was not yet ready to go all in on the product or the partnership, which ended earlier this year.
With the McPlant, the new name sends a clear sign that plant-based menu items will be long-term additions, meant to be unique to McDonald’s. Ian Borden, the president of the company’s international business, told investors on Monday that the «McPlant is crafted exclusively for McDonald’s, by McDonald’s.»
Executives said that the McPlant will be available as a potential menu item around the world. Different countries can add McPlant burgers, chicken, or breakfast sandwiches to the menu as it becomes clear that the local market is seeking out plant-based options.
«It’s not a matter of if McDonald’s will get into plant-based,» CEO Chris Kempczinski said on Monday. «It’s a matter of when.»