Aside from the “build-your-own burger” test, for instance, the chain is rolling out new prep tables in the kitchens of its more than 14,000 U.S. restaurants. The table 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.
Of course, the early signs of promise for the “build-your-own burger” test in California are far from a guarantee of broader success. It could be that people are just drawn by the initial novelty of the test. The chain has already made adjustments to the test, too, such as cooking its Quarter Pounders on a flat grill instead of char-grilling them.
It’s also not clear whether McDonald’s would be able to translate the concept across its broad network of restaurants, in part because it requires a separate grill in the kitchen where the patties for the customized burgers are cooked in a slower fashion.
“We’ve got to figure out, can we do it operationally?” Newell noted.