McPlant? We can do better than that

McDonald's sign in Cardiff, Wales
Photo: Matthew Horwood (Getty Images)

McDonald’s just wrapped its Q3 2020 earnings call, and while the fast food chain shared its vision for many grand plans to be rolled out in the near future (all of which we’ll parse out later), one announcement from the call has everyone atwitter: In 2021, McDonald’s will be testing a new plant-based burger in several markets. The name of this new burger? The McPlant.

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“As we have worked to better understand customer demand, some markets around the world have tested plant-based products,” international president Ian Borden said in a statement. “Informed by those learnings, we have created a delicious burger that will be the first menu option in a plant-based platform we are calling McPlant. McPlant is crafted exclusively for McDonald’s, by McDonald’s.” (To clarify, Beyond Meat helped out.)

Look, we know that every move McDonald’s makes is carefully market-tested and focus-grouped. So when it decides to name its new flagship meatless sandwich McPlant, we assume there is a wealth of data to support the choice. But still... it feels like a bit of a lost opportunity, foiled by the brand’s insistence upon its signature McPrefix.

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Here are some alternative names for McPlant that The Takeout staff has brainstormed. We’d love to hear your ideas, too.

  • McHerbivore
  • The Rawnald McDonald
  • Burger n’ Lies
  • The UnBeefwich
  • Planty McPlantface
  • HapPea Meal
  • Mickey P’s (the “P” is for plant or pea protein, whatever, who cares)
  • Starch Deluxe
  • Cheese-and-Pickle Delivery System

Marnie Shure is editor in chief of The Takeout.

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DISCUSSION

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A little while back you had a story about Nestle losing a trademark dispute in Europe over their use of Incredible Burgers. Which made me wonder about the Co-op’s own brand Incredible Burgers? They are still using the name, but in smaller print and their veggie meat stuff comes under an umbrella name, Gro.