In a recent appearance on the 'Today' show, McDonald's USA President Joe Erlinger shared insights about the company's $5 meal plan aimed at combating rising fast-food prices. Erlinger also discussed the underwhelming performance of the McPlant, McDonald's plant-based burger, in two American test markets.

During the WSJ Global Food Forum, Erlinger revealed that the company had chosen San Francisco and Dallas as test markets for the McPlant. Despite initial optimism, the plant-based burger failed to resonate with consumers in either city. As a result, McDonald's concluded the testing after a limited time, covering approximately 600 restaurants in total.

"It was not successful in either market," Erlinger admitted during the forum. He expressed doubts about the demand for plant-based proteins from McDonald's in the United States, stating that the U.S. consumer base was not currently seeking out options like the McPlant. However, he assured that the company would remain attentive to evolving consumer trends.

Interestingly, while the McPlant faced challenges in the United States, McDonald's has experienced success with its plant-based offering in various European countries. In places like the U.K. and the Netherlands, the McPlant has been permanently added to the menu.

Erlinger acknowledged a shifting trend in protein consumption, emphasizing a growing demand for chicken-based products. McDonald's intends to capitalize on this shift by investing in its chicken offerings. The company has been progressively prioritizing its chicken category in recent quarters, focusing on popular items like McNuggets and McChicken, as well as newer favorites such as McCrispy and McSpicy.

CEO Chris Kempczinski, in a statement issued in February, expressed excitement about expanding on their chicken success. He mentioned plans to introduce the McCrispy platform into wraps and tenders, aiming to capture additional market share in the chicken segment by 2026. McDonald's revealed earlier this year that its chicken category currently generates $25 billion in annual systemwide sales, on par with its beef business.

As McDonald's continues to monitor consumer preferences and adapt its offerings, the diminished performance of the McPlant burger highlights the challenge of catering to evolving dietary choices in the American market. The fast-food giant remains committed to leveraging the growing popularity of chicken-based options and aims to further solidify its position in the global fast-food landscape.