McDonald’s to expand ‘build your own burger’ test
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 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 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 dinnertime crowd.
The test reflects a push by McDonald’s to adapt to the growing trend toward customization in the fast-food industry.