The Hula Burger was McDonald's pineapple sandwich tested against the Filet-O-Fish.
Ray Kroc proposed the Hula Burger as a meatless alternative during a period when some customers avoided meat on Fridays. It consisted of a grilled pineapple slice with cheese on a bun. Kroc hoped the unusual sandwich would provide a simple option for customers who wanted something other than a hamburger.
McDonald's compared the Hula Burger with the fish sandwich developed by franchisee Lou Groen. The Filet-O-Fish sold better in the test, so it became the nationally introduced product. The Hula Burger did not become a permanent McDonald's menu item.
The episode is an important branding-history example because it shows that a failed product can still clarify a company's strategy. The Filet-O-Fish connected a specific customer need with a more broadly appealing product identity, while the Hula Burger remained a short-lived experiment.