McDonald’s has been quietly testing a customisable burger and chicken sandwich concept for months, but this week announced a plan to aggressively expand the program, rolling out to thirty US outlets immediately and as many as 2,000 outlets in 2015. Called “Create Your Taste,” the program allows customers to bypass ordering lines and instead place their order via touchscreen kiosks, choosing from a variety of buns, toppings and sauces, many of which have never previously been available at McDonald’s.
Customisable sandwiches cost more and take longer to make, but McDonald’s is betting that customers won’t mind—especially those highly desirable fast casual customers whom have already grown used to high quality food and customisable orders at chains like Chipotle. Svati Kirsten Narula at Quartz writes:
McDonald’s hopes to win consumers back by offering build-your-own sandwich options, betting that customers won’t mind waiting longer or paying more for made-to-order meals…At Chipotle, customers interact with burrito-makers and watch as their orders are crafted, which makes highly specific customization possible…Selecting sandwich buns and toppings via touch-screen isn’t exactly the same thing, but if the resulting food is perceived to be higher-quality, that’s a win. Test customers interviewed by Bloomberg and USA Today have given favorable reviews to their “Create Your Taste” experiences, although they couched their compliments with nods to too-high pricing and comparisons to In-N-Out Burger.– Quartz