McDonald’s is making another attempt to tap into the growing demand for plant-based options in Canada, as the fast-food giant begins testing a new vegetable-based burger called the McVeggie. Starting on March 18, 2025, the McVeggie will be available for a limited time at select locations in British Columbia, Ontario, and New Brunswick.
The test will run until April 14, 2025, and aims to gather customer feedback before deciding on a potential national launch. This time, the burger comes in both regular and spicy habanero varieties, featuring a breaded and fried patty made from a blend of vegetables: carrots, green beans, zucchini, peas, soybeans, broccoli, and corn, complemented by shredded lettuce and a mayo-style sauce on a toasted sesame bun.
Francesca Cardarelli, Chief Marketing Officer at McDonald’s Canada, acknowledged the challenges of meeting consumer demands in a saturated market. “We know more people in Canada than ever before are looking for new flavors and for variety on our menus,” she noted in a recent press release. “Our goal is to continue to offer new and exciting choices to meet these needs.”
The McVeggie trial is McDonald's latest effort to appeal to a diverse customer base, especially those who may have dietary restrictions or preferences. Previously, the company tested a plant-based Beyond Meat burger known as the PLT in 2019 and early 2020. However, that burger failed to resonate with consumers and was subsequently removed from the menu. Cardarelli admitted, “That wasn’t quite what consumers are looking for,” explaining that the PLT's meat-mimicking approach did not hit the mark.
Unlike the PLT, which attempted to imitate a meat burger, the McVeggie is designed to stand out by showcasing its vegetable content. This makes it a more appealing option for those specifically looking to incorporate more vegetables into their diets. “You can really see the vegetable component in it, which I think adds a bit of a vibrancy and uniqueness from what we’ve tested in the past,” Cardarelli stated.
The selection of McVeggie’s ingredients follows extensive consumer research, which shows that about 35 percent of Canadians have some form of dietary limitation—whether due to allergies, personal preference, or lifestyle choices. With many of these consumers often influencing group dining decisions, the need for more inclusive menu items becomes even more critical.
The McVeggie was developed in part to appeal to this growing segment of the market. According to Cardarelli, it has been months in the making and has lessons learned from both domestic and international trials. Other markets, such as India and Brazil, have successfully offered their own variants of veggie burgers, but the Canadian McVeggie is tailored specifically for Canadian tastes and preferences.
During the trial period, the McVeggie will be available in select communities in British Columbia, including Langley, Richmond, and Surrey, alongside locations in Brampton and Windsor, Ontario, and Dieppe, Moncton, Riverview, and Sussex in New Brunswick. McDonald’s plans to closely monitor how often the sandwich is ordered, what customers typically select alongside it, and how it fits into their eating routines.
“I’m hopeful they will feel the excitement and then gravitate toward a product like this,” Cardarelli expressed, emphasizing the company's commitment to listening to customer feedback. “Ultimately, it’s going to be their voice that helps us determine whether this stands to something bigger or not.”
Already, there are some early takeaways as diners get a chance to try the new burger. For instance, one food reporter described the experience as similar to a McChicken but with a veggie croquette instead of chicken. The crispy patty provided a satisfying crunch in contrast to a soft interior, packed with the vibrant veggie medley the sandwich boasts.
Food reviewers and customers alike will help shape the future of McDonald’s plant-based offerings as their opinions are collected during this trial run. The McVeggie’s pricing is also competitive, with the regular sandwich priced at approximately $5.69 plus tax and the spicy habanero variety at $5.99 plus tax.
With fast food being a consistently evolving market, McDonald’s is positioning itself to remain relevant amongst a growing preference for healthier options. The new McVeggie aims to meet the wants of those looking for variety while expanding the brand’s customer base beyond traditional meat-centric offerings. Whether this burger resonates well with customers amid an evolving culinary landscape remains to be seen.
This latest venture reaffirms McDonald's commitment to innovation in its menu offerings, acknowledging the changing tastes and dietary habits of Canadian consumers, while hoping to provide an appealing alternative for plant-based eaters.
