Tag Archives: Kale

McDonald’s tries to kill kale

Any kale with that?

Any kale with that?

Sad to say, but it looks like Vermont’s favorite vegetable may have jumped the shark.

McDonald’s will debut kale as an ingredient in the not-too distant future as the fast-food giant continues its efforts to adapt to changing consumer preferences, according to a recent note from Janney Capital Markets.

“Possibilities include kale for use in salads, or perhaps a kale smoothie,” wrote Janney analysts in a note to clients. “More generally, McDonald’s clearly aims to raise consumers’ perception of the quality of its food. Adding kale to the menu in some way could help be a step in this direction.”

See, Mickey D’s has a problem. More and more Americans are realizing its food is shit, so they need “to raise customers’ perception of the quality of its food.”

Please note: not necessarily the actual quality… just our perception of it. And McDonald’s has no idea what to do with kale; it just wants to do something.

Kale, thanks to Bo Muller-Moore and foodies everywhere, is a powerful image shaper. Sure, it’s nutritious and all that; but its most potent effect is on “customers’ perception.” You wouldn’t get the same bang for your buck from chard or arugula or collards.

One franchisee’s director of operations said adding kale was a good move for McDonald’s, which continues to battle negative trends domestically.

“We’re here to give what our customers want,” he said. “If that’s what our customers want, we’ll give it to them.”

I guess they’ve finally gotten sick of mystery meat. Maybe this kale stuff will help.