McDonald's extends build-your-own burger pilot

 
Feb. 28, 2014

McDonald's build-your-own burger test, originally spotted in a Southern California restaurant in the fall, has reportedly been expanded.

According to the Associated Press, the added locations will also be located in California at "more than five locations and less than 100 locations." Kevin Newell, U.S. brand and strategy officer, told the news outlet that the option has been "a huge driver" that has appealed to a different customer and more dinner daypart patrons.

McDonald's hopes to get more data from the extended pilot before any further actions are taken.

The build-your-own burger concept also includes McDonald's traditional menu, but offers guests the opportunity to choose their bun, patty, cheese and toppings, all via tablet technology.

More than 20 toppings and sauces are available for guests to choose from, including guacamole, grilled mushrooms and a creamy garlic sauce. The burgers are served open faced in an aluminum basket for $5.79, similar to some "better-burger" fast casual concepts.


Topics: Customer Service / Experience , Operations Management


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