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Identity Crisis At McDonald’s Corporation May Result in Kale


McDonald’s Corporation (NYSE:MCD) appears to be tagging the green-line with kale-centric menu. The food-chain retailer had as recently as the start of the year, ridiculed Kale, the green leafy vegetable that is fast replacing lettuce. The latest analyst reports indicate that, to the contrary to what the retail-chain had claimed there could soon be more than a salad or smoothie made from the lettuce-substitute.

In a pithy advertisement, the company had ridiculed the use of the leafy vegetable in food, and scoffed at the idea of vegetarians.

McDonald’s Corporation (NYSE:MCD) however in a surprise volte-face now sees itself offering side-dishes and smoothies made from California’s most prolifically consumed  leafy vegetable. In less than a half-decade, Kale’s place on menus has surged.

MCD back’s cry for Veg and Fruit

McDonald’s Corporation (NYSE:MCD) has in the past year and half, been reworking some of the meals its offers, especially in the kids’ section.

As the eating trends of Millennials change, and 67% more Americans admit that they are happy to eat vegetarian meals as much as the non-veg variety (Technomic), large chain-food retailers have been making macro changes in the food they offer. As the demand for ‘pristine’ vegetables increases, the likes of McDonald’s Corporation (NYSE:MCD) are left with no alternative but to match the vegetarian palettes with a range of fruit and vegetable dishes.

McDonald’s Corporation (NYSE:MCD) kids meal now offers 40% more veggies than it did just a few years ago.  The company expects to increase the vegetable contents in its Happy Meals for Children. As the mainstream American’s prefer light vegetable side-dishes which are calorie-free, food chains such as Applebee’s   too are making fast-paced changes.

However, McDonald’s first steps for vegetable-based adult menu appears to be taking the kale-centric route. Some analysts view the new Kale-based menu as an attempt by the food-chain to rebrand and appear as a food-friendly outlet for the entire family. McDonald’s has struggled as more consumers prefer a healthier fast-casual over fast-food restaurants.

The company would not confirm nor deny the reports, a spokesperson for the company said that “as we continue to listen to our customers, we’re always looking at new and different ingredients that they may enjoy.

Lisa Ray

Lisa Ray primarily covers Retail and Healthcare. Lisa Ray has completed her MBA (Finance) and an avid market tracker. She is a stock market analyst who closely tracks US markets along with other global markets like India. She has been expressing her views for years about markets and also advises various clients.

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