McDonalds Plan

Menu Strategy

Sage S

Agenda

• Research Question
• Design/Methodology
• Key Findings
• Secondary Finds
• Implications
• KPI's
• Going forward

Research Question

What emerging social trends in flavors, dietary preferences, and eating behaviors within the U.S. market should McDonald's consider to inspire new or revised menu items that appeal to current and potential customers?�

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Research Design/Methodology�(Using Secondary Market Research)

• Market Growth: Analyze plant-based fast-food trends
• Consumer Behavior: Explore attitudes & values toward sustainability, health
• Competitor Case Studies: Review Burger King, Starbucks, KFC launches
• Social Listening: Analyze online sentiment
• Internal Brand Data: Leverage past McDonald’s menu trial insights

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Key Findings

Based on market research

Business Case for Plant-Based Menu Options

Market Demand

• 50% of Americans reduced red meat consumption
• Motivated by health, climate, and animal welfare
• Indicates mainstream shift in dietary habits
• Several celebrities like Jay-Z and Leonardo DiCaprio have supported plant-based meat companies

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Health

• Better for digestion
• Lower in fat
• Nutrient-dense

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Opportunities

• Menu diversification attracts new customers
• Seen as innovative, sustainable, modern
• Position products for mainstream appeal
• Plant-based meat market forecast estimated to be at 5.29 billion by 2029

Ethics/Sustainability

• Plant-based = low-effort climate action
• Transparency in sourcing = trust
• Ethics = powerful marketing angle
• Pricing Point = Explaining that the higher costs is justified by the quality of the meat

Key Insights from Aschemann-Witzel et al. (2020), Research and Markets (2024)

Secondary Insights

Taste and Price

• Taste and affordability are deal breakers from the majority of consumers
• New menu items must be in-line with existing pricing and taste appetizing
• Consumers care greatly on the imitation of the product with such characteristics like taste and smell

Trends

• Consumers are more likely to adopt new food trends when they are mainstream
• The success of new menu items depends on how widely accepted the type of food is
• Social status is important to the consumer and can result in them being viewed differently

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Naturalness and Transparency

• People prefer food that feels less processed, even with fast food
• Emphasize freshness, transparency, and simple ingredients
• For consumers plant- based meats need to feel like traditional meats

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Innovation

• Consumers like new twists on familiar foods
• Use a "comfort + twist" strategy for future innovation, such as spicy nuggets or regional sauces
• Combine local and national strategies to achieve success with new products

Key Insights from Aschemann-Witzel et al. (2020), Parry, J. & Szejda, K., (2020), Jahan, T. et al., (2024)

Implications

Based on findings

Implications and Business Plan

• Based on our findings on prior faux meat launches we plan to reintroduce plant-based menu items like an Impossible Big Mac in select progressive markets.
• Nationwide Resident Vegan Presence
• Portland, OR - 7.8%
• Los Angeles, LA - 5.2%
• NYC, NY - 4.7%
• Austin, TX - 4.5%
• McDonald's should launch a plant based Big Mac tailored to specific U.S. consumers. After the McPlant failed in mainstream markets in LA and Texas in 200 stores. Now taking a refined segmentation and test market analysis will reduce risk. 

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🌱 Strategic/Brand KPIs

👥 Customer Sentiment KPIs

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Future Research

Consumer Behavior

Survey real people (primary research) to see why plant-based consumers do or do not eat at McDonald's; address their concerns​

Failed Menu Items

Investigate past menu items (salads, wraps) that have been discontinued to analyze what consumers had to say about them and deduce why they failed​

Competition

Dive into plant-based offerings from competitor fast food chains to how people have responded to them

Thank You

Works Cited

https://nypost.com/2024/06/27/business/mcdonalds-says-mcplant-burger-failed-customers-shunned-non-meat-option/

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https://www.researchandmarkets.com/reports/5990085/u-s-plant-based-meat-market-focused-insights

ltd, Research and Markets. “U.S. Plant-Based Meat Market - Focused Insights 2024-2029.” Research and Markets - Market Research Reports - Welcome, www.researchandmarkets.com/reports/5990085/u-s-plant-based-meat-market-focused-insights. Accessed 7 Apr. 2025.

https://arc.cct.ie/cgi/viewcontent.cgi?article=1042&context=business

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Parry, J. & Szejda, K., 2020. trategies to accelerate consumer adoption of plant-based meat: Recommendations from a comprehensive literature review., Washington, DC: Research Report: The Good Food Institute.

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Jahan, T. et al., 2024. A Study on Importance of Branding and Its Effects on Products in Business. International Research Journal on Advanced Engineeringand Management, Volume 2, pp. 656-661.

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Austin is one of the best places in America to be vegan, report says. (2024, September 26). CultureMap Austin. https://austin.culturemap.com/news/restaurants-bars/vegan/?utm_source=chatgpt.com

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Franklin, L. (2023, May 24). Google search. Juicer Portal - Juicer Portal. https://juicerportal.com/which-us-city-has-the-most-vegans/?utm_source=chatgpt.com

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