McDonald's trials custom-made burgers with 'Build Your Own Burger' on wall-mounted iPads


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The Independent Online

It’s a super-sized change that will send a collective rumble through the stomachs of fast-food lovers everywhere.

McDonald's is trialling custom-made burgers, with customers able to choose their own toppings and sauces on wall-mounted iPads. The patty is then cooked to order, rather than waiting under heat lamps for hungry diners to buy.

It’s bit more upmarket than many junk-food junkies will be used to, with diners at the two pilot restaurants able to choose from toppings like caramelized onions, grilled mushrooms and guacamole.

Diners who go for this custom-made option at Laguna Niguel, California, and Romeoville, Illinois will have to pay a bit more and wait a bit longer for their burger, making some question whether the pilot will succeed.

Customers can choose from three signature burgers or build their own, reports the Orange County register, who dined at the pilot chain.

Even the bread is different, with The SoCal burger, coming on a bakery-style bun with white cheddar cheese, chili-lime tortilla strips, tomato, lettuce and garlic sauce. Add a slice of bacon and it will cost you a dollar more. This upmarket burger comes served in a steel basket, completing your not-quite-fine-dining experience.

“Customization represents another important opportunity for our business,” said Kevin Newell, chief brand and strategy officer for the U.S at a press conference.

Yet Richard Adams, who runs a consulting firm for McDonald's franchisees, told the Associated Press he was sceptical.

“They're not going to do that with a lot of customization,” he said. “Their growth potential has to be built on speed, not customization.”