Customize Me: McDonald’s Testing Biggest Burger Change in Decades

Customers can use iPads to build their own burger

  • Share
  • Read Later
Scott Olson / Getty Images

A McDonald's restaurant in Des Plaines, Ill., on Oct. 24, 2013

McDonald’s of supersize fame is now exploring the “made-to-order” model, in an effort to compete with growing competition around the country.

The world’s biggest hamburger chain is giving customers control of tailoring burgers through wall-mounted iPads in Laguna Niguel, Calif. and Romeoville, Ill., the Associated Press reports. The move comes as mounting competition from chains like Five Guys Burgers and Fries and Chipotle make the “build-your-own” model more popular.

The company said it’s too early to tell if the pilot will expand nationally to its more than 14,000 locations, but it is installing “assembly tables” to make room for more ingredients. The new order format means that customers may have to pay more and wait longer.

The restaurant is also offering new signature sandwiches with upscale ingredients, including the SoCal burger, which comes a bakery-style bun with white cheddar cheese and chili-lime tortilla strips.

[AP]

5 comments
globalhrblog
globalhrblog

Hang on wouldn't that make them Burger King?

WienersPeener
WienersPeener

I don't know how McDonald's stays in business. I took a break from my usual stop at Bojangles (mmm-mmmm-mmmmm) to have a Quarter-pounder with cheese. It tasted nothing like it used to--it's a totally different hamburger now. Their chicken nuggets taste like styrofoam. They only serve breakfast during the morning and their breakfast has ALWAYS been my least favorite of any of the fast food chains. Occasionally you can get a decent Filet O Fish...if they decided to change the oil in the past week. Otherwise it taste's like the fish was caught in an oil slick disaster. Honestly, other than their small cheeseburger, they have nothing left on the menu that sounds appetizing anymore.

Channah
Channah

I seldom eat at a fast food place, so to me this is taking the ''fast'' out of fast if I am in a hurry.

MikeSchwab
MikeSchwab

Wendy's does this now.  They have the ingredients sitting there hot, just assemble, wrap, and hand to you.  Not fully assembling the sandwich and custom orders needing to be cooked.