McDonald's to expand build-your-own-burger test
McDonald's (NYSE: MCD) plans to expand a test this year that lets people order customized burgers. The chain first rolled out the pilot in November, and now the chain will extend the concept in as many as 100 locations in Southern California.
McDonald's is currently testing the concept at one location in Laguna Niguel, Calif., where customers use tablet devices to select the bun, patty, cheese and toppings they desire. Kevin Newell, U.S. brand and strategy officer for McDonald's, told the Associated Press that the concept is a "huge driver" and is attracting more of a dinner crowd to the test site.
On average, custom-made burgers run about $5.79, or $6.79 with bacon, about $1.00 more than McDonald's standard offerings.
The test reflects a push by McDonald's to adapt to the growing trend toward customization in the fast-food industry. Five Guys Burgers & Fries and Burger King have successfully churned out successful build-your-own-burger concepts.
There's no word yet on if the program will be expanding to more McDonald's locations, of which there are about 14,000 nationwide.
The news comes on the heels of another innovative announcement in the fast-food industry in which Taco Bell said it will begin offering its new breakfast menu in 6,000 locations across the country.
-See this Associated Press article
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