A McDonald’s McVeggie burger sits on a table at a McDonald’s restaurant in Brampton on Wednesday, March 12, 2025. The Canadian Press
McDonald’s Canada is once again testing a vegetable-based burger, hoping to attract more plant-based eaters. The fast-food giant announced that it will offer the new McVeggie burger at select locations in British Columbia, Ontario, and New Brunswick until April 14.
The McVeggie will come in two versions: regular and spicy habanero. The burger features a breaded patty made with carrots, green beans, zucchini, peas, soybeans, broccoli, and corn. It is served on a toasted sesame bun with shredded lettuce and sauce.
The launch is part of McDonald’s effort to appeal to customers looking for meatless options. In the past, the company has struggled to win over vegetarians. Its previous attempt, the plant, lettuce, and tomato burger (PLT), used a Beyond Meat patty. The PLT was tested at 28 restaurants in London, Ontario, in 2019. It later expanded to 52 locations, including Kitchener-Waterloo and Guelph, during a 12-week trial in 2020.
However, the PLT didn’t gain much popularity. McDonald’s chief marketing officer, Francesca Cardarelli, admitted that it didn’t meet customer expectations. She explained that the PLT aimed to mimic meat, which was the trend for plant-based burgers at the time. However, customers didn’t seem interested.
According to a Nielsen study, 43% of Canadians planned to eat more plant-based foods, and meat purchases dropped by 4% over two years. This led many fast-food chains, including McDonald’s, to introduce plant-based products. However, low demand forced them to remove the items from their menus.
The new McVeggie aims to avoid the mistakes of the past. Cardarelli believes it offers something more appealing. She describes it as more “craveable” and satisfying. She points out that the patty’s visible vegetable chunks add color and freshness, making it stand out from previous plant-based options.
The burger is specifically designed for the Canadian market, although it is not entirely made with local ingredients. Cardarelli said it is difficult to source vegetables from Canada year-round due to the climate. However, she did not reveal which other countries the ingredients are from.
McDonald’s has high hopes for the McVeggie. With around 35% of Canadians having dietary restrictions or preferences, the company sees an opportunity to attract more customers. Research shows that in group dining situations, food preferences often influence where people choose to eat.
The company will closely monitor the McVeggie’s performance. It will track how frequently customers order it, what sides or drinks they pair with it, and if it becomes a regular part of their meal choices.
Cardarelli is optimistic about the burger’s potential. “I’m hopeful they will feel the excitement and then gravitate toward a product like this,” she said. Ultimately, customer feedback will determine whether the McVeggie becomes a permanent menu item.
