Can the McPlant Survive? The Rise, Fall, and Future of McDonald’s Plant-Based Burger

Can the McPlant Survive? The Rise, Fall, and Future of McDonald’s Plant-Based Burger

McDonald’s Austria is the latest to remove the McPlant burger from menus, citing a decline in customer demand. Customer preferences have shifted, the company said in a statement, noting that it would now focus on a vegetarian patty made from vegetables.  The move signals a contraction in the fast-food chain’s plant-based ambitions in Europe, despite an initial wave of enthusiasm when the McPlant first launched five years ago. The burger, created…