I’m a bit late on the uptake here, since it’s been on the menu for over 2 weeks now, but the best Marketing Non-Secret we heard about last October was the Veggieburger which has now debuted in Germany.
There are a lot of vegetarians in Germany, and several years ago McDonald’s offered a larger vegetarian burger, the Gemüse-Mac, which had a small but loyal fan base. However, it just didn’t sell well enough to fit into the production system. Either they were made to order, meaning you had to wait 6 minutes at a minimum, or the sandwiches were held well over the 10 minute holding limit, and you can imagine how that tasted (not good).
In the meantime McDonald’s here has implemented a made-to-order system (BOP in McJargon) for deep-fried products, so we can now better offer a fresh but low-selling product. And the market for vegetarian sandwich is still there and growing, particularly among young women, and vegetarians cannot live on salads and french fries alone.
The new Veggieburger now headlines the relaunched SMS line, along with the Cheeseburger and the Chickenburger. The deep-fried patty is based on potatoes, with carrots, red bell peppers, corn and onions, with a creamy sauce, lettuce and cheese. It’s not a low-calorie sandwich. The calories per 100g (250) is the same as the Cheeseburger, but the Veggieburger is 20% heavier so has more total calories (360 vs. 300). It tastes alright, I think, although when I have 300 calories to spare on a snack I’d personally take a Cheeseburger. 
As businesspeople we’re happy with how the product is starting out. Sales are in the neighborhood of the Hamburger, and it’s attracting a target group that wouldn’t be so inclined to visit us. The price of 1.10€ means we’ve broken the 1€ barrier, and we can see how the guests react.
There are no TV spots yet for the Veggieburger, but it’s pictured briefly in this cute spot for SMS. Even for non-German speakers, I think the dialog is clear (the father is going to McDonald’s and asks if she wants anything). Don’t think the spot would fly in the States, though…
{ 5 comments… read them below or add one }
Even though I’m no longer in Germany, as a vegetarian, I’m glad to see this. I could never understand why I could get the veggie burgers in certian mcdonalds but not others in DE and I gave up in the end, so your info above is helpful for understanding purposes.
Even more puzzling to me at the time–I could ALWAYS get it at mcdonalds in the Netherlands just over the border, even when it wasn’t on the menu, I just had to prattle on in German and spit out something like ‘Groenteburger’ and there is was, 10 min later.
I hope it stays in your mix.
Have you managed to keep a straight face when someone comes in and asks for a Wedgie Burger?
I do like a nice veggie burger but seeing as it’s deep fried I’d probably go for a cheeseburger too.
I could say something about that ad, but I’d rather not rehash that debate…
Personally I think it’s cute.
V for very nice to hear that. Even more as I was the one asking you that on that question/answer site (can’t remember the URL). Don’t know why, I always remembered the veggie burger as McFarmer.
I have to admit that I do enjoy making veggieburgers at home when I’m in need of a ‘fun’ dinner so I will have to try the McDonald’s one when I get back to Europe!