OAK BROOK, Ill. (AP) - McDonald’s plans to expand a test this year that lets people order customized burgers.
The world’s biggest hamburger chain began testing the waters of personalized orders last year with a “build-your-own burger” concept at a location in California. In addition to its traditional menu, the restaurant in Laguna Niguel offers tablets on which people can tap out 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.” Without providing specific figures on the sales impact, he said it’s attracting a different type of customer and more of a dinner-time crowd.
The purpose of the expanded test is to get more data, Newell said.
“It’ll be more than five, less than a hundred,” he said when asked how many restaurants would be testing the menu, hewing to the company’s practice of keeping planned tests tightly under wraps. But he said the additional locations will also be in Southern California.
The test reflects a push by McDonald’s to adapt to the growing trend toward customization in the fast-food industry. The popularity of Chipotle and Subway, for instance, is largely due to the fact that people can dictate exactly what they want on their burritos and sandwiches.
With McDonald’s, by contrast, many people know exactly what’s supposed to go into its famous burgers and sandwiches. An ad jingle even once explained the makeup of a Big Mac - “two all-beef patties, special sauce, lettuce, cheese, pickles and onions on a sesame bun.”
Now, however, executives in Oak Brook, Ill., are trying to change the perception that people can’t customize their orders at McDonald’s.