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%.
Robot hamburger factory makes 360 Gourmet Burgers every hour...
http://www.freerepublic.com/focus/f-bloggers/3100817/posts
Watch This Vending Machine Make Pizza
http://www.freerepublic.com/focus/f-bloggers/3159855/posts
Don’t they own Chipotle?
...
They were an early investor in them after being courted by the founder. I don’t know if they still own a small piece or not. Chipotle got access to their buying power, which helped them grow.
I remember when I’d occasionally pick up dinner at work and one person always had to get her Whopper fully customized. It irritated me quite a bit.
"Cornholio and party, your table is ready."
So, they’re becoming “Have It Your Way” BURGER KING?
First thing I thought of.
“...extra pickles, hold the lettuce, special orders don’t upset us...”
Didn’t they market customization decades ago?
hold the pickles, hold the lettuce, special orders don’t upset us, all we says is ask us, let us, serve it your way!
They’re about the size and shape of a thick beverage coaster and I think some of them actually are coasters, the places that have outside bars at least. It buzzes, vibrates and lights up when your table is ready.
Chipotle also has an Asian Chipotle that is open in Los Angeles called Shop House. It is doing well:
To let you know your order is ready so you can come up to the pick-up window. This is a NYC chain that is starting to spread.
Don’t buzz me, bro! I’m such a dinosaur.
Me too! I stop at a McD’s because I want something fast & cheap - typically a couple of cheeseburgers to go...about $3, eaten while driving.
If they want me to wait around until buzzed...well, I think not!
Am I the only person left in America who LIKED fast food? I don’t go to a McD’s for salads, gourmet shakes, foo-foo coffee or health food. I go for burgers, maybe with fries, cheap and fast.
Ha ha.
Chipotle was originally an independent concept in Denver and McDonald’s bought it several years ago. I’m not sure they still own it and if they do, it seems to operate pretty separately and has its own style.
That said, the secret of its success is good ingredients and a simple menu that people can customize but within the limits on the menu board. The staff is very nice, it’s a pleasant, efficient meal (you don’t linger because it’s so busy, but you could if you wanted to) and the price is right. Not the “dollar meal” for thugs or slackers who are searching the sofa cushions for spare change, but a nice economical meal for working people and families. You can also get the ingredients to take home.
The dollar meal will be made by robots once the $15 minimum wage goes into effect, but the Chipotle model may stay in effect because it’s a nice environment and people can make choices and deal with a human being - but quickly and efficiently if they have to get back to work.
Fuddruckers was the first place that I saw buzzers...
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