Overview

• On July 11, McDonald’s Austria confirmed that the McPlant burger will no longer be offered after failing to meet sales expectations.
• McPlant, developed with Beyond Meat and introduced in Austria in 2021, was withdrawn as local demand fell short of targets.
• McDonald’s Germany said it will continue selling the McPlant and McPlant Nuggets, with no immediate plans to adjust its plant-based lineup.
• Austria’s franchise has instead promoted a new Veggie Patty since May, reflecting its strict quality protocols and focus on vegetarian offerings.
• Disappointed customers have mobilized online under #BringBackMcPlant, highlighting divergent menu strategies among McDonald’s country operations.