Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

My wife and I were wandering around a farmer's market the other day when an especially cheery man wanted us to try something new.

It was a burger made out of, oh, I don't know, mushrooms and recycled cabbage or something.

I was hungry, so I was an easy target.

The little bite was all I needed. It was good. And we bought a couple of patties to have for dinner.

And that was how I fell down the sanctimonious chasm of Vegan Burgerworld. 

I'd previously tried the Impossible Burger and thought it inoffensive and tasteless, yet this market burger was positively good.

Clearly, this was the way of the future.

Indeed, Burger King has already launched its own Impossible Whopper to apparently happy reviews.

Which leaves McDonald's.

There's no sign of a Big Impossible Mac in the U.S. Yet, as CNN reports, the chain has just launched a vegan burger in Germany.

It enjoys a fetching name: the Big Vegan TS. 

Now, depending on your perspective you'll be uplifted that McDonald's has gone vegan in one of its largest markets. 

Or you'll be saddened by the explanation the company gave for how different products are launched in different markets.

McDonald's said: 

Markets decide what's best for their customers.

Oh, do they?

And there you were, dear customer, believing that customers decide what's best for customers.

There's been quite a bleating for McDonald's to catch up with Burger King and other Impossible purveyors like White Castle.

What could the resistance in the U.S. be based on? 

McDonald's CEO Steve Easterbrook recently admitted that the chain is "paying close attention."

Enthusiastic veganites will mutter that if the company can import new menu items from the Netherlands, Spain, Canada and Australia -- which it's said to be currently doing -- it can surely launch something that can be made in the U.S.

McDonald's does sometimes give the impression that it's slow in getting ahead of food trends.

Why it took it many, many years to even start offering fresh beef. And that was only in its Quarter Pounders.

No, I can't imagine veganite protests outside your local McDonald's. 

I wonder, though, whether the lack of a vegan burger option in the U.S. will affect, in any way, subsequent financial results.

There's money in the meat-free world, you know.

Published on: May 10, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.