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Can Build-Your-Own Burgers Save McDonald's?
By
Nell Casey
Published Dec 8, 2014
Modified Dec 8, 2014
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By
Nell Casey
Published Dec 8, 2014
Modified Dec 8, 2014
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Between lagging sales, terrible PR and wage theft accusations, McDonald's is desperately trying to change the narrative and put the company back in the pantheon of fast food joints. The Golden Arches thinks they've found just the thing in their Create Your Taste campaign, which will bring DIY burgers and chicken sandwiches to nearly 2,000 stores in the next year, reports USA Today. The company has committed to a test phase that took place in four Southern California stores recently, with 30 McDonald's locations beginning the new program immediately.
Stores in Illinois, Wisconsin, Georgia, Missouri and Pennsylvania will be the first to receive the special kiosk ordering systems, with the rest of the country following suit in 2015. Instead of ordering at the counter, customers approach "table-like kiosks" to design their own sandwiches. Customization include breads (bun, ciabatta), toppings (lettuce, pickles, guacamole, etc.) and any of the chain's sauces to further flavor the meat. USA Today's teen taste tester gave it "a thumbs up," but conceded that the price was too much for it to become a regular order.
It'll probably be the cost—not the concept—that determines success here. A meal with a customized sandwich would ring up around $8.29; still less than a comparable meal at super customizable Five Guys, but still a lot higher than the average McDonald's price point. "I only get the build-you-own [sic] when I come with my dad," said one 14-year-old, totally nailing the Point Of Parents. On the other end, older customers can't figure out the goldarn technology of the ordering kiosks. Meanwhile in the middle of those two age groups...
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