McDonald's Tests Burger Customization

Personalized ordering allows consumers to build their own burger.

March 03, 2014

NEW YORK – CNBC reports that McDonald's is planning to expand customized burger ordering later this year following a successful test at a Laguna Niguel, California, location.

The “build-your-own burger” offers tablets that feature a menu where customers can choose the bun, patty, cheese and toppings they want on their burgers.

Kevin Newell, U.S. brand and strategy officer for McDonald's, said in an interview that the offering is a “huge driver” and that the concept is attracting a different type of customer and more of a dinner-time crowd.

Expanding the concept to other locations will allow the QSR to obtain more data, Newell added. "It'll be more than five, less than a hundred," he said when asked how many locations would test the concept.

In addition to the burger customization menu, McDonald’s is also rolling out new prep tables in the kitchens, notes CNBC, which are built to accommodate “many more toppings and dressings than McDonald's currently offers, suggesting the company has plans to expand its lineup of ingredients. For instance, people might be able to request jalapenos or salsa on their burgers or sandwiches at some point.”

Advertisement
Advertisement
Advertisement