McDonald’s Austria Removes McPlant from Menu, Citing Decline in Consumer Interest

McDonald’s Austria has decided to remove the vegan McPlant burger from its menu due to a decrease in consumer interest. The company cited a shift in preferences towards vegetable-based offerings as the reason for the decision. This move leaves vegan consumers with limited options, essentially restricting them to side items like French fries, with no plans for further fully vegan products in the near future.

The McPlant burger, introduced in collaboration with Beyond Meat in 2021, did not fully meet vegan standards as it was served with cheese and a dairy-based sauce. The decision to discontinue the burger has resulted in backlash from consumers on social media. In contrast, competitors like Burger King are expanding their vegan offerings, with some locations offering entirely meat-free options and the ability to customize most burgers to be vegan upon request. McDonald’s continues to offer plant-based products in other markets such as Germany and France, despite scaling back in Austria.