The newest vegetarian sandwich option at McDonald's, the McTurkey, will serve as a
way to simultaneously address a growing preference in the company's target audience and to step
up against some of the industry's top competition. For the world's top ranked fast food chain,
McDonald's has to constantly adapt to the changing factors in the environment to maintain its
spot. Consumer dieting habits, for instance, have undergone a significant transformation in the
past ten years. More detailed information about the positive and negative effects of food
nutritional values causes people to make healthier choices when it comes to the foods they
ingest. Studies show that younger demographic groups between the ages 18-40 follow a healthier
diet over age groups. In the past two years, the percentage of those in the Gen Z and Millennial
age groups who claimed to either diet or count calories rose from 39% to 52% (Pike, 2022).
Brand exposure gained from a new staple vegetarian product will skyrocket as consumers across
the world flock to one of the 40,031 locations across 119 countries to try out the company's latest
answer to their growing wants and needs (McDonald's Corporation, 2022). Competitors, like
Burger King, already dominate the market with the Impossible Burger. McDonald's needs to
develop the McTurkey so no customers are lost to Burger King.
Analysis of 4Ps
The McTurkey, the vegetarian sandwich option at McDonald's, will contain ingredients
different from the ones found in the high-calorie beef burgers on the menu. One of the major
features of the new good is the soy plant protein, which is rich in fiber, magnesium, and iron
(Klapholz, 2021). A natural yeast extract flavor, called heme, will give the sandwich a distinct,
healthy taste that consumers are looking for.
The price of the McTurkey will be based on competitive pricing, cost of production, and