(UPDATED COVERAGE Aug. 29) McDonald’s Canada is adding meatless entrees to its menu for the first time in nearly a decade with the introduction of a pair of vegetable wraps.
Mediterranean Veggie and Santa Fe Veggie have joined the restaurant’s Signature McWrap line.
The company cited a recent study of Canadian consumers by Environics Research Group that found 76% of those surveyed want more vegetables in their diet. And 71% seek meatless items at least sometimes, even if they don’t consider themselves vegetarians.
In the study group, 51% said they were unsatisfied with current meatless options at restaurants.
The new McWraps are served on whole-wheat steamed tortillas. Ingredients include:
- Mediterranean Veggie: Roasted garlic hummus, feta cheese, tomatoes, cucumbers, red onions, shredded iceberg lettuce, onions seasoned with lemon and a feta sauce.
- Santa Fe Veggie: Roasted corn, black beans, a blend of light cheddar and Monterey Jack cheeses, tomatoes, red onions, shredded iceberg lettuce and tri-color tortilla strips mixed with chili lime glaze and a Southwest sauce.
Price is $4.39 at participating restaurants. The flavors extend the McWrap line-up launched in May.
They’re not available in the U.S. but meatless and other new menu items could be added later, according to the company. The comparable banner in the chain’s U.S. restaurants is Premium McWrap.
“McDonald’s is always looking to enhance and evolve our menu offerings and meet our customers’ needs, and expanding the Premium McWrap line with new flavors is a future possibility,” said Tyler Litchenberger, communications manager for McDonald’s USA.
As things stand, U.S. customers can order the three menu items in that line with or without grilled or crispy chicken, Litchenberger said.
“The new Signature McWrap veggie options are part of our ongoing commitment to evolve our menu to meet changing lifestyle preferences while creating entrée options that welcome new customers into our restaurants,” John Betts, president and chief executive officer of McDonald’s Canada, said in a news release.
Nutritional information on the McDonald’s menu items can be found online. They are backed by an advertising campaign that includes television spots, radio, digital, in-store merchandising and other venues.
Canadian quick-service restaurant servings of non-fried vegetables are up more than 10% over last year, while total quick-service traffic remained flat, according to The NPD Group and Consumer Reports on Eating Share Trends.
Environics Research Group conducted its online survey Aug. 12-15 of 501 Canadians who had eaten at quick service restaurants over the past four weeks. The survey found that while 92% consider themselves meat eaters, six of 10 said they have increased their servings of vegetables. Of those who choose vegetable options, 40% said flavor is the most important factor.