Ethan Brown
Analyst · BMO.
Yes, I mean I think this all gets back to you, we've been looking at this, trying to crack this nut for 3 or 4 years now, right? And what's going to bring back growth to the category. And we've done a ton of consumer research and analysis and just lived through it, right.
And so I think these products with this Beyond Steak, whether it's -- which was -- again, was the #1 new item in retail last year or the Beyond IV was rolling out now to really strong accolades from the right communities. Or the Beyond Crumble we just launched, we are addressing the fundamental issue with the category.
And so we really do believe that, that will change the growth trajectory of the category and of Beyond Meat. Second, if you look at Europe, right? And while there's some lumpiness in the data there, let's not forget that today, McDonald's announced this very significant promotion around their famous meals or famous order program. And the quote from the press release on that, to me, says a lot about where this whole category is moving and where Beyond Meat is moving. And so actually, I think I printed it out, I want to share a little bit of it.
It was 2 musicians similar to what they did here in the United States with folks like Travis Scott, et cetera. And a quote in the McDonald's press release was this "Like most people, McDonald's has been with us all our lives". This is the musician speaking. So as a childhood dream come true for us McDonald's asked us, if we wanted to create our own menus and burgers.
We both want to give up more -- meat more and more often ourselves. So we wanted to create menus that offer a real great alternative, right? So here is McDonald's promoting the Beyond McPlant and it's called the Beyond McPlant in this press release. Actively and not only having 1 builds, but 2 builds around it as well as serving the Beyond Nuggets for the chicken McNuggets.
So there's a lot of noise around the category. It's very early days still, I can point to at least half a dozen [indiscernible] to get to probability so that as this thing turns, we remain the category captain and we're doing that. All the fundamental things we're doing, whether it's leaning out our operating costs, raising our prices to store margin, reducing our cost of goods sold to explore margin, continue to focus on getting the right products to the right consumers. All of these things position us to continue to lead the category.