The retail industry has been disrupted many times, but the food and beverage industry has seen a few disruptions of its own. This year more than ever, restaurants of all sizes have been impacted by the pandemic. The days of sitting inside a crowded restaurant are over, at least for now. So what are fast-food chains doing to keep their consumers? Well, McDonald’s, like many, has focused on improving its app’s speed and accuracy of delivery orders. It has also invested in new drive-thru improvements. McDonald’s also plans to launch, “MyMcDonald’s,” a new digital hub that will include a new loyalty program. Are loyalty programs the next big thing?
So we know what McDonald’s is doing to stay relevant during the pandemic, but how does it plan to bring in new consumers? I present to you: The McPlant. That’s right, McDonald’s is joining the plant-based trend. The plan is to have an all plant-based menu option, with a burger being the first. McDonald’s later plans to include plant-based chicken and breakfast sandwiches. This isn’t McDonald’s first rodeo though, they actually tested a prototype of the McPlant in Canada with patties made from Beyond Meat. I’m assuming it did really well considering they are bringing it to the U.S.
It looks like McDonald’s is going all in when it comes to their new plant-based menu, but have no fear their regular goodies aren’t going anywhere! McDonald’s will also be launching a new crispy chicken sandwich next year! We see what chicken sandwiches do for Chick-fil-A and Popeyes, so it makes sense McDonald’s want to join in on the fun. McDonald’s really does have everything! From vegetarian/vegan options to a whole new chicken sandwich. I guess it is listening to its customers after all.
One last thing McDonald’s is doing is changing up its packaging. Packaging of any product, is as essential as the product itself, so it makes sense McDonald’s wants to try something more modern and refreshing. Could it be more picture worthy? If it is you can expect burgers and fries all over your social media now.
So what have we learned? McDonald’s is improving the customer experience with its new drive-thru and app improvements. McDonald’s is also aware that plant-based food is the way to go if it wants to keep and gain new customers. The McPlant is the perfect move to leverage this. And finally, we could start seeing a trend of fast-food chains changing their packaging. Modern and refreshing is not only picture-worthy, but also feels more sophisticated and top quality. The only thing they need to do now is improve their employee experience!
Itzell Ramirez-Lopez is a marketing intern for Worthix. She is currently a fourth-year at the University of Georgia pursuing a bachelor’s degree in Marketing, with an emphasis in Digital Marketing. She is also pursuing a certification in Legal Studies. She will be graduating in May 2021.