Will customers be lovin' it?
McDonald's has been losing money hand over fist for a variety of reasons, one of which being their inability to reach certain market segments. The kale-loving segment, not to put too fine a point on it.
And thus, the kale veggie breakfast bowl, which will sell for $4, and is currently being tested in nine California markets. The breakfast bowl features kale and spinach mixed with turkey sausage and egg whites, and represents the vanguard of McDonald's new attempt to reposition itself as a "modern, progressive burger company."
If the kale bowls take off, McDonald's will quickly find itself in the unique position of being the nation's biggest purchaser of kale. After they added apple slices to Happy Meals, they became the biggest buyer of Gala apples in the country. Imagine the kale market taking off because of McDonald's!