from the world's big
McDonald’s rolls out Beyond Meat burger, the ‘P.L.T.’
It will be available in select Canadian locations starting Sept. 30.
- McDonald's partnered with Beyond Meat to make the meatless sandwich, which costs slightly more than a Big Mac.
- McDonald's is conducting a 12-week test in 28 Canadian restaurants to collect feedback from customers and employees.
- Still, it's possible that the tests will show that it's not quite time for McDonald's to bring plant-based products to its U.S. restaurants.
McDonald's has spent the past couple of years sitting on the sidelines while other fast-food chains — among them, Carl's Jr., White Castle, and Burger King — have jumped into the plant-based burger game. But now, six months after Burger King released the massively successful Impossible Whopper, McDonald's is set to debut its own plant-based invention: the P.L.T, or Plant Lettuce Tomato burger. McDonald's plans to begin selling the meatless sandwich for $6.49 CAD in 28 restaurants in Southwestern Ontario on Sept. 30.
The limited release is part of a 12-week test designed to collect feedback from both customers and employees. Burger King conducted similar testing on the Impossible Whopper, which was initially offered only in St. Louis, Missouri, before the restaurant began offering it in other cities. The results showed that the Impossible Whopper was drawing in new customers, ones that typically shop at places like Trader Joe's, Whole Foods and Panera Bread, Burger King North America said in August.
McDonald's likely hopes its new meatless sandwich will do the same. "We've been working on our recipe and now we're ready to hear feedback from our customers," said Ann Wahlgren, McDonald's VP of global menu strategy.
It's also likely that McDonald's is eager to see how seamlessly it can integrate the P.L.T. into the workflow at its restaurants. As CNBC noted in June, McDonald's business model depends on quick service and cheap prices, and adding new items to the menu can slow down service and drive up prices, especially in this case, considering plant-based burgers are typically more expensive than meat. McDonald's past attempts to add higher-priced menu items haven't been successful.
McDonald's might also be concerned about supply. Impossible Foods and Beyond Meat, the two companies battling to dominate the alternative meat industry, have both faced supply shortages in the past year due to surging demand. That poses a potential problem for McDonald's, which has built its reputation on delivering a consistent experience to its 68 million daily customers.
On the service side, it's hard to know whether adding the P.L.T. to menus will slow down the workflow at McDonalds, increasing wait times for customers. (Of course, McDonald's might be able to speed things up with its new automated drive-thru system, which it's currently testing.) But it's possible that testing will reveal that, for McDonald's at least, it's not quite time to enter the plant-based burger game.
"While we are happy to see MCD consider an entry into the plant-based market, at this point we are not looking for a full blown alternative beef rollout in the U.S. in the near term, primarily for supply chain reasons," Stephens analyst Will Slabaugh wrote.
Join Pulitzer Prize-winning reporter and best-selling author Charles Duhigg as he interviews Victoria Montgomery Brown, co-founder and CEO of Big Think, live at 1pm EDT tomorrow.
A physics paper proposes neither you nor the world around you are real.
- A new hypothesis says the universe self-simulates itself in a "strange loop".
- A paper from the Quantum Gravity Research institute proposes there is an underlying panconsciousness.
- The work looks to unify insight from quantum mechanics with a non-materialistic perspective.
More on the hypothesis and the backstory of the Quantum Gravity Research institute —<span style="display:block;position:relative;padding-top:56.25%;" class="rm-shortcode" data-rm-shortcode-id="3d6209cb3564afd37b078404e383a2a2"><iframe type="lazy-iframe" data-runner-src="https://www.youtube.com/embed/xWEErQ_LNXY?rel=0" width="100%" height="auto" frameborder="0" scrolling="no" style="position:absolute;top:0;left:0;width:100%;height:100%;"></iframe></span>
Reaching beyond the stereotypes of meditation and embracing the science of mindfulness.
- There are a lot of misconceptions when it comes to what mindfulness is and what meditation can do for those who practice it. In this video, professors, neuroscientists, psychologists, composers, authors, and a former Buddhist monk share their experiences, explain the science behind meditation, and discuss the benefits of learning to be in the moment.
- "Mindfulness allows us to shift our relationship to our experience," explains psychologist Daniel Goleman. The science shows that long-term meditators have higher levels of gamma waves in their brains even when they are not meditating. The effect of this altered response is yet unknown, though it shows that there are lasting cognitive effects.
- "I think we're looking at meditation as the next big public health revolution," says ABC News anchor Dan Harris. "Meditation is going to join the pantheon of no-brainers like exercise, brushing your teeth and taking the meds that your doctor prescribes to you." Closing out the video is a guided meditation experience led by author Damien Echols that can be practiced anywhere and repeated as many times as you'd like.
A study looks at the performance benefits delivered by asthma drugs when they're taken by athletes who don't have asthma.
- One on hand, the most common health condition among Olympic athletes is asthma. On the other, asthmatic athletes regularly outperform their non-asthmatic counterparts.
- A new study assesses the performance-enhancement effects of asthma medication for non-asthmatics.
- The analysis looks at the effects of both allowed and banned asthma medications.
WADA uncertainty<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU0OS9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMDc4NjUwN30.fFTvRR0yJDLtFhaYiixh5Fa7NK1t1T4CzUM0Yh6KYiA/img.jpg?width=980" id="01b1b" class="rm-shortcode" data-rm-shortcode-id="2fd91a47d91e4d5083449b258a2fd63f" data-rm-shortcode-name="rebelmouse-image" alt="urine sample for drug test" />
Image source: joel bubble ben/Shutterstock<p>When inhaled β-agonists first came out just before the 1972 Olympics, they were immediately banned altogether by the WADA as possible doping substances. Over the years, the WADA has reexamined their use and refined the organization's stance, evidence of the thorniness of finding an equitable position regarding their use. As of January 2020, only three β-agonists are allowed — salbutamol, formoterol, and salmeterol —and only in inhaled form. Oral consumption appears to have a greater effect on performance.</p>
The study<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU0Ny9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTY1MTIzMDQyMX0.Gk4v-7PCA7NohvJjw12L15p7SumPCY0tLdsSlMrLlGs/img.jpg?width=980" id="d3141" class="rm-shortcode" data-rm-shortcode-id="ebe7b30a315aeffcb4fe739095cf0767" data-rm-shortcode-name="rebelmouse-image" alt="runner at starting position on track" />
Image source: MinDof/Shutterstock<p>Of primary interest to the authors of the study is confirming and measuring the performance improvement to be gained from β-agonists when they're ingested by athletes who don't have asthma.</p><p>The researchers performed a meta-analysis of 34 existing studies documenting 44 randomized trials reporting on 472 participants. The pool of individuals included was broad, encompassing both untrained and elite athletes. In addition, lab tests, as opposed to actual competitions, tracked performance. The authors of the study therefore recommend taking its conclusions with just a grain of salt.</p><p>The effects of both WADA-banned and approved β-agonists were assessed.</p>
Approved β-agonists and non-asthmatic athletes<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU1MC9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYxMzkxODk0M30.3RssFwk_tWkHRkEl_tIee02rdq2tLuAePifnngqcIr8/img.jpg?width=980" id="39a99" class="rm-shortcode" data-rm-shortcode-id="b1fe4a580c6d4f8a0fd021d7d6570e2a" data-rm-shortcode-name="rebelmouse-image" alt="vaulter clearing pole" />
Image source: Andrey Yurlov/Shutterstock<p>What the meta-analysis showed is that the currently approved β-agonists didn't significantly improve athletic performance among those without asthma — what very slight benefit they <em>may</em> produce is just enough to prompt the study's authors to write that "it is still uncertain whether approved doses improve anaerobic performance." They note that the tiny effect did increase slightly over multiple weeks of β-agonist intake.</p>
Banned β-agonist and non-asthmatic athletes<img type="lazy-image" data-runner-src="https://assets.rebelmouse.io/eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJpbWFnZSI6Imh0dHBzOi8vYXNzZXRzLnJibC5tcy8yMzUzNzU1Mi9vcmlnaW4uanBnIiwiZXhwaXJlc19hdCI6MTYzNjI3ODU5Mn0.vyoxSE5EYjPGc2ZEbBN8d5F79nSEIiC6TUzTt0ycVqc/img.jpg?width=980" id="de095" class="rm-shortcode" data-rm-shortcode-id="02fdd42dfda8e3665a7b547bb88007ef" data-rm-shortcode-name="rebelmouse-image" alt="swimmer mid stroke" />
Image source: Nejron Photo/Shutterstock<p>The study found that for athletes without asthma, however, the use of currently banned β-agonists did indeed result in enhanced performance. The authors write, "Our meta-analysis shows that β2-agonists improve anaerobic performance by 5%, an improvement that would change the outcome of most athletic competitions."</p><p>That 5 percent is an average: 70-meter sprint performance was improved by 3 percent, while strength performance, MVC (maximal voluntary contraction), was improved by 6 percent.</p><p>The analysis also revealed that different results were produced by different methods of ingestion. The percentages cited above were seen when a β-agonist was ingested orally. The effect was less pronounced when the banned substances were inhaled.</p><p>Given the difference between the results for allowed and banned β-agonists, the study's conclusions suggest that the WADA has it about right, at least in terms of selection of allowable β-agonists, as well as the allowable dosage method.</p>