« Back

Veggies? Canadians Asked. McDonald's Listened

Consumer demand for more meatless entrees leads to launch of new Signature McWrap Mediterranean Veggie and Santa Fe Veggie

TORONTO, ON (August 27, 2013) – McDonald’s Canada today announced it is expanding its entrée offerings to include two new meatless options on its menu nationwide - SignatureMcWrap Mediterranean Veggie and Santa Fe Veggie. The company developed the new products to meet the growing appetite among Canadians for more veggie-based menu choices in their daily diet.*

McDonald’s menu evolution is influenced by consumer engagement, including through the company’s digital platform Our Food. Your Questions™. A recent study by Environics Research Group* among Canadians found that 76 per cent of those surveyed feel they should include more veggies in their diet and 71 per cent search for veggie-only choices at least sometimes, even if they don’t consider themselves to be vegetarian. That search becomes much harder when they eat out with 51 per cent of respondents saying they are not satisfied with the current meatless options available at restaurants, with some respondents calling them “fairly limited” to "terrible."

"A key ingredient to our success has been our ability to remain relevant and consistently deliver what our customers are looking for because we listen intensely and respond to their needs,” said John Betts, President and CEO, McDonald’s Canada. “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."

The trend among Canadians to eat more vegetables is becoming a growth area in the quick service restaurant (QSR) industry, with servings of non-fried vegetables posting 10-13% growth versus last year, outperforming total QSR traffic which remained flat on the year. †

McDonald’s Canada first introduced a meatless menu offering in 2002 with the veggie burger. While it did not become a permanent menu item, the Environics survey results show that appetite for flavourful vegetable-based menu options is a big part of the future if these items can deliver on taste. The survey found that while 92 per cent of Canadian quick service restaurant consumers consider themselves meat eaters, six out of ten say they have increased the number of servings of vegetables they consume and of those who choose a veggie option, 40 per cent say it must be unique and flavourful because they are driven by taste first.

The new Signature McWrap options are served on whole-wheat steamed tortillas and are available in two delicious flavours:

·         Mediterranean Veggie - roasted garlic hummus, feta cheese, tomatoes, cucumbers, red onions, shredded iceberg lettuce, lemon-seasoned crispy onions seasoned with lemon, and a creamy Mediterranean feta sauce.
·         Santa Fe Veggie - fire-roasted corn, black beans, a blend of light cheddar and Monterey Jack, tomatoes, red onions, shredded iceberg lettuce and crunchy tri-colour tortilla strips are mixed with chili lime glaze and a Southwest sauce.

The new veggie Signature McWrap options are priced at $4.39 plus tax and are available at participating restaurants. The new flavours are an extension of the Signature McWrap line-up launched in May 2013. It is served in an innovative package that makes it easy to eat on-the-go by tearing off the top and enjoy eating it right out of the box.

The veggie Signature McWrap menu items are being supported by a national advertising campaign that includes TV spots, OOH, radio, digital, DM and in-store merchandising.

Nutritional information for Signature McWrap can be found at:

*About The Survey: Environics Research Group conducted an online survey from August 12 to 15, 2013 of 501 Canadians who have eaten at quick service restaurants over the past four weeks. All respondents were aged 18 to 64 years old and were recruited from an online consumer research panel. Quotas were applied to represent the age, gender, and different regions in Canada.

About McDonald’s Canada
McDonald’s is the leading foodservice company in the world. McDonald’s Restaurants of Canada Limited and its Canadian franchisees own and operate more than 1,400 restaurants and employ more than 80,000 Canadians coast-to-coast. Approximately 80 per cent of McDonald’s Canadian restaurants are locally owned and operated by independent entrepreneurs.

For more information about McDonald’s Canada, visit or follow us on Twitter (@McD_Canada) and Facebook ( for updates on our business, promotions and menu items.

Media Relations Team at McDonald’s Canada


Quick Facts