Guess it wasn't a beyond success.
The Plant, Lettuce and Tomato – or P.L.T. – burger, which used Beyond Meat as its patty, was rolled out for a limited time at 52 locations in Ontario, up from the original 28 select restaurants it launched in late September. However, it appears no noticed until June that it had been missing from menus since late April after the testing was over, Food and Wine reported.
According to the outlet, McDonald’s did not issue a statement about removing the item, and customers did not comment on the discontinuation of the item until well after it was taken off.
It was not confirmed why the chain pulled the veggie burger, other than the testing phase had ended. According to Food and Wine, the chain has no plans to “bring it back" at the moment.
"We are continuing to evaluate learnings from our P.L.T. test in Canada, which ended as originally planned in April. This test has equipped us with customer and operational insights that will help guide future plant-based menu decisions in markets around the world," McDonald's said in a statement to Fox News.
The fast food behemoth did remove several items during the coronavirus pandemic as a way to simplify operations, which could have prompted McDonald’s to end the testing of the P.L.T. as well.
However, Beyond Meat is seeming to deny the idea that the hamburger was pulled out of lack of interest. In a conference call in May, Beyond Meat CEO Ethan Brown said "There's been no change in information since we began this [P.L.T.] test and got good results in the beginning and got good results at the end,” Food and Wine reported.