McDonald's is Testing Out Build-Your-Own-Burger Locations in the US
Laura McQuarrie — December 5, 2013 — Lifestyle
References: brandeating & foodbeast
McDonald’s is experimenting with two Build-Your-Own-Burger concept locations in Southern California and Illinois.
McDonald’s Build-Your-Own-Burger locations follow in the footsteps of other chains that use this concept like The Counter and Smashburger. At these locations, McDonald’s lets its customers completely customize their burgers from the base bun to the sauces that top off the burgers.
The two trial locations are outfitted with custom-designed iPad ordering systems and special ‘BYOB’ signage outsides the stores that makes its new offerings known. For those who are feeling less than creative, McDonald’s also has some of its classic items on the menu. But this is an exciting concept that totally takes customization to the next level, even if it might slow down the ordering process because there are so many choices for people to make.
McDonald’s Build-Your-Own-Burger locations follow in the footsteps of other chains that use this concept like The Counter and Smashburger. At these locations, McDonald’s lets its customers completely customize their burgers from the base bun to the sauces that top off the burgers.
The two trial locations are outfitted with custom-designed iPad ordering systems and special ‘BYOB’ signage outsides the stores that makes its new offerings known. For those who are feeling less than creative, McDonald’s also has some of its classic items on the menu. But this is an exciting concept that totally takes customization to the next level, even if it might slow down the ordering process because there are so many choices for people to make.
Trend Themes
1. Customized Fast Food - The trend of customizable fast food allows customers to have a personalized dining experience, with the potential for innovative menu offerings.
2. Tablet Ordering Systems - The use of custom-designed iPad ordering systems enhances efficiency and convenience in the fast food industry, opening up opportunities for digital integration and customer engagement.
3. Build-your-own Concept - The build-your-own concept in fast food chains presents a disruptive innovation opportunity by offering consumers more control over their dining experience and facilitating creativity in menu options.
Industry Implications
1. Fast Food - The fast food industry can explore customized dining experiences to attract and satisfy customers, leading to increased customer loyalty and market differentiation.
2. Restaurant Technology - The restaurant technology industry can capitalize on the demand for tablet ordering systems to optimize operations and enhance customer experience, providing opportunities for innovation in digital solutions.
3. Food Service Franchises - Food service franchises can adopt the build-your-own concept to tap into consumers' desire for customization, creating a competitive advantage and driving growth in the market.
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