Alternatives Fast food giant McDonalds wants to win new target group

by Editor fleischwirtschaft.com
Thursday, April 25, 2019
The group of vegans and vegetarians is to be attracted with very specific products.
Photo: pixabay/PublicDomainImages
The group of vegans and vegetarians is to be attracted with very specific products.

McDonalds is still fighting a crisis. Now the fast food giant in Germany wants to win over a very specific target group with new products.

In view of the trend towards the renunciation of animal products, the McDonald's burger chain is entering the vegan products business. At the end of this month the sale of the "Big Vegan" burger without animal ingredients starts, as the company announced. "The trend to meatless is growing," said company spokesman Philipp Wachholz. In Austria and Switzerland the Vegan offer will not be available.

The vegetarian association ProVeg has long been putting pressure on the big chains to offer more vegetarian and vegan food. In a "veggie ranking" of the association in 2016, Vapiano ranked first ahead of Subway. More expensive burger chains have been offering vegan burgers for quite some time, but at the lower end of the price scale this is not yet standard. In many fast food restaurants, the vegetarian offer is essentially limited to chips.

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