McDonald’s Simply Made a Massive Announcement. Some Clients Have Needed This for 7 Years (at Least)

Do you remember that McDonald’s jingle? “Two beef patties, special sauce, salad, cheese …”

Well, hold that thought. Because this week we got a glimpse of what could be an integral part of the McDonald’s of the future. And if it works, there might be a day when McDonald’s needs to tweak that song.

More importantly, when you run a business, it means there is a big business Learning Opportunities On The Horizon – About How To Balance The Things That Work Well For You Today With The Radically Different Trends That You Can Expect Later.

First, McDonald’s. No, the Big Mac is not going anywhere. In fact, McDonald’s plans to double up on beef and chicken right now.

But among the new products that McDonald’s introduced last week was one that some customers have wanted for a long time: the McPlant, a “plant-based patty,” which if some global trends last long enough, one day that Product could be The best known is the fast food chain.

Or of course not. That’s the whole thing when trying to predict the future while running a successful business.

McDonald’s was a little late at the party when it comes to a meat substitute sandwich. For example, rival Burger King has already spent more than a year selling its plant-based Impossible Whopper.

In fact, it’s been seven years since some McDonald’s customers started a petition urging the chain “to bring positive change to America with a mainstream meatless option at McDonald’s,” meaning “plant-based protein options.”

Almost a quarter of a million people have registered. But about as close as McDonald’s got in this particular development was the McPLT, a test sandwich that McDonald’s offered in some of its restaurants in Canada last year.

The experiment was completed in April, and McDonald’s said it planned to continue the evaluation. Now the company seems to be getting closer to its next steps.

Here is the relevant part of his statement:

“We think our culinary team did it. There are other plant-based burgers out there, but the McPlant delivers our iconic taste in a type of sunk teeth (and mouth) sandwich. It’s made of A juicy, plant-based patty that is served on a warm sesame bun with all the classic toppings.

Markets can take over the McPlant when they’re ready, and we expect some to test the burger next year. “

McDonald’s international president Ian Borden added during an investor presentation that the company plans to start McPlant with “a delicious burger,” and that it could also add “burgers, chicken substitutes and breakfast rolls”.

It’s also interesting to note what McDonald’s didn’t say. For example, although McDonald’s has been very open about their Canadian test sandwich “made with a Beyond Meat plant-based patty,” this time around, McDonald’s didn’t mention Beyond Meat at all.

(Beyond Meat later said that it actually worked with McDonald’s to “help shape” the McPlant. It made for a fun day for anyone watching Beyond Meat’s stock price.)

Also, not a word about how they came up with the name that some critics hated. (I personally like that it’s so easy.)

Anyway, tThe rollout plans – timing, locations –are apparently very malleable.

Indeed, it is clear that McPlant is a far cry from McDonald’s number one immediate priority. When the company announced its new growth strategy this week, it said it would focus on three things: (a) marketing, (b) “customer demand for the familiar” (i.e., “burgers, chicken and coffee”), and (c) “digital , Delivery and Transit “developments.

Maybe you eat at McDonald’s sometimes; Maybe not. Perhaps you’ve tried Beyond Meat or other competitors. Maybe you haven’t.

But if you’re running a business, next year it will be very educational to see what McDonald’s does to McPlant.

It’s a classic dilemma: You are known for one kind of thing. It served you well. But you can imagine a competitive landscape that may not be all that far away and where customer needs and tastes can vary widely.

How can you balance your immediate success and short term growth against the time and energy to experiment and plan for the future?

Maybe these fights sound familiar to you? This is why I always say that it is wise for executives of any size company to watch large public corporations approach similar challenges.

I cannot predict how the McPlant will develop. I can’t tell you if McDonald’s more immediate moves will be successful. I can’t predict if this jingle might need a new verse in the not too distant future.

But I can tell you it will be fun to see. I’ll keep an eye on McDonald’s when it brings out the McPlant. And I think you will find it educational too.

The opinions expressed by Inc.com columnists here are their own, not those of Inc.com.