According to CNBC:
McDonald’s on Thursday announced testing of the P.L.T., a plant-based burger, in Canada. Rival Burger King is already several steps ahead. It launched its own meatless burger nationwide in August, following the lead of Carl’s Jr. and White Castle.
Plant-based burgers from Impossible Foods and Beyond Meat offer fast-food chains the opportunity to attract different customers, including the growing population of consumers looking to reduce their meat intake. Like Burger King, McDonald’s will cook veggie burgers on the same grill as meat. Ninety-five percent of customers who have bought a plant-based burger have also bought a beef burger in the last year, according to the NPD Group.
Chris Finazzo, president of Burger King North America, said in August that tests of the Impossible Whopper showed that it drew new customers to the chain. Those consumers typically shop at places like Trader Joe’s, Whole Foods and Panera Bread, he said.
In addition to missing out on new customers, McDonald’s could be losing business to restaurant chains that offer plant-based burgers, said Edward Jones analyst Brian Yarbrough.
On the flip side, plant-based burgers in the U.S. by McDonald’s could put in a dent in Burger King."