Posted on 09/12/2014 12:06:29 PM PDT by 2ndDivisionVet
McDonald's just expanded a test for burgers that are 100% customizable.
The brand hopes the strategy, which is currently in four restaurants in San Diego, California, could help attract a younger crowd and revive lagging sales.
Many analysts believe that the customization will soon become widespread at McDonald's and allow it to better compete with fast-casual competitors like Chipotle.
Chipotle is largely successful because the ingredients for its burritos, bowls, tacos, and salads are entirely selected by customers, who increasingly crave tailored options and high-quality ingredients.
Dominique Zamora at Foodbeast tried out the process, which also has elements of fast-casual brands like Panera Bread and Five Guys, for herself.
A big screen advertises the tablets in restaurants.
The tablet then prompts you to choose whether you want one or two beef patties. The company emphasizes the "100% pure beef," an effort to market to people who believe that McDonald's food is full of additives.
The emphasis on built-from-scratch food made from high-quality ingredients is directly out of Chipotle's playbook.
The machine then prompts you to select a bun, cheese and toppings.
Once you are guided through the topping options, which include bacon, guacamole, jalapenos, and crushed tortilla chips, a worker gives you a buzzer reminiscent of those used at Panera Bread.
The burger packaging has a modern look that is a departure from McDonald's normally heavy logos.
The finished product looks more like a Shake Shack or Smashburger sandwich than McDonald's.
Chipotle posted a 9.3% sales gain in 2013. Meanwhile, former parent company McDonald's saw sales fall by 1.4%.
McDonalds used to own Chipotle!!!
Burger King had “have it your way” decades ago.
The stock has gone to the moon.
CMG-—currently about $664.00 a share.
They must be doing something right!
Old hat. “Have It Your Way.” Burger King, from how many decades ago?
I’ve never seen a burger from McD’s with grill stripes on it like that. What, are they food coloring or something? They don’t cook on that sort of grill.
And, lastly, 100% pure beef? Define “beef.” Ground chuck? Or rendered sludge?
A buzzer? What does that do?
If the order takes too long you push it and it gives the workers a shock?
but the mcd burger meat sucks. they can’t customize that.
McDonald’s food is full of additives. Who here has ever taken a close look at a Chicken McNugget?
Better IMO to improve the quality of the ingredients than to customize bad food.
You think their service is slow now, wait until the low-info crowd is standing there trying to figure out how to use the terminals, and selecting from a myriad of condiments.
Shake Shack uses buzzers. Sounds like they’re the guys they’re trying to emulate.
(But again, SS at least has decent ingredients.)
I’ve never heard of Shake Shack but what is the buzzer for?
On the rare occasion that I go to McDonalds, it’s because I want it fast, not custom. If I have to wait because of all of the idiots in front of me ordering custom, I’ll go somewhere else.
When they go to robotic burger makers, you’ll be able to customize everything then, so might as well get the customers used to it now.
It’s like the “magic coasters” that the sit-down restaurant chains give you to let you know when your table is available.
McDs burgers are already fully customizable. The draw for Chipotle’s system is just the customizable, it’s watching it get made and having it done when you get to the counter. Picking a bunch of options on a tablet won’t have the same impact.
McDonald’s has had this for 20 years or more. I worked on their point-of-sale software a long time ago.
For some reason (probably to avoid reminding customers that Burger King had it first), they don’t mention it.
Also, I’ve had their burgers cooked properly and they are really good. It’s just the way they grill them that runs them.
Actually, I find McDonald’s to be quite fast compared to Whataburger and any of the taco or chicken places, it’s the food itself that is substandard.
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