McDonalds is giving customers control of tailoring burgers through wall-mounted iPads in two locations in the US at Laguna Niguel, California and Romeoville, Illinois. This is a concept that was originally trialled in Germany.
The iPads allow customers to choose from two kinds of buns, multiple cheese options and extensive toppings including guacamole and chili lime tortilla strips. The resulting burger costs around $8 or $9. It’s too early to tell if the pilot will expand nationally to its more than 14,000 locations. “We don’t have details on an expansion at this time, but we do know that we would like to obtain more information than what one restaurant can provide,” said McDonald’s spokesperson Lisa McComb.
The test run for the build-your-own-burger concept goes hand in hand with McDonald’s attempt to change the perception that customers can’t customise their orders. The chain is rolling out new prep tables, built to accommodate more toppings and dressings than McDonald’s currently offers.
