„Make it Veggie“ is a McDonald’s Austria innovation. The company realized that there is a growing amount of flexitarians (who reduce their meat intake) and people who go veggie due to animal-welfare reasons; despite the fact that they actually love the taste of meat.

„Make it veggie“ enables them to exchange a meat burger patty with a vegetarian patty. In contrast to other, previous McDonald’s veggie patties, this is a meat-replacement product, especially created to maintain the great, meaty McDonald’s burger taste that people love. Hence, it allows them to eat what they like and in the process make new friends with the animals they care about.