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McDonald’s expands test of build-your-own concept

McDonald’s test of build-your-own burger concepts has expanded from two restaurants in Orange County, California, to four total restaurants in Southern California.

September 8, 2014

McDonald's test of build-your-own burger concepts has expanded from two restaurants in Orange County, California, to four total restaurants in Southern California.

According to U-T San Diego, the test has expanded to stores in the San Diego areas of Midway and Santee.

The restaurants feature 20 burger toppings that customers can choose, as well as tablets from which to customize their orders. Burgers are made to order and served on an artisan or brioche bun. A la carte burgers sell for $5.49 plus tax. Bacon costs an extra 80 cents, the story said.

The test restaurants also feature personalized attention from employees, who walk customers through the build-your-own burger process. The employees also deliver customized burgers to the guests' tables.

During the most recent earnings call, CEO Don Thompson called these restaurants "learning labs." He said the company is using the restaurant to "see what matters most to customers" in order to create an engaging experience.

"It's about creating an engaging experience which addresses all elements of customer sensory perceptions and leverages the investments that we already made in technology, reimaging our physical plans and digital to create a more personalized memorable experience that our customers will feel good about," he said.