McDonald's Create Your Taste Lets Customers Craft Their Own Meals
Laura McQuarrie — May 21, 2015 — Art & Design
References: mcdonalds.au & foodbusinessnews.net
With its new Create Your Taste program, McDonald's is putting customization at the forefront of ordering off of the menu. The options for customization include the TasteCrafted burgers and chicken sandwiches, which are ordered through self-service kiosks and tablets inside the restaurant. Once an order has been placed, a server will bring the finished meal to a customer's table.
Some of the options for customizing these new McDonald's meals include a choice of bun and toppings like bacon clubhouse, guacamole, peppers and a deluxe assortment. These premium customizable burgers are being introduced across the United States in locations like Portland and Southern California, although there are plans for expansion. McDonald's sees this as a "a more immediate opportunity for a broader base of restaurants to provide customers with the variety and choices they enjoy today."
Some of the options for customizing these new McDonald's meals include a choice of bun and toppings like bacon clubhouse, guacamole, peppers and a deluxe assortment. These premium customizable burgers are being introduced across the United States in locations like Portland and Southern California, although there are plans for expansion. McDonald's sees this as a "a more immediate opportunity for a broader base of restaurants to provide customers with the variety and choices they enjoy today."
Trend Themes
1. Customized Fast Food - The trend towards customized fast food is disrupting the traditional fast food industry, giving consumers more control over their dining experience.
2. Self-service Kiosks and Tablets - Self-service kiosks and tablets are disrupting the ordering experience by allowing customers to easily customize their meals and placing orders without having to interact with a server.
3. Premium Customizable Burgers - Premium customizable burgers are disrupting the fast food industry by offering a higher quality product with a more personalized experience, appealing to a broader customer base.
Industry Implications
1. Fast Food - The fast food industry can embrace customization and self-service technology to meet the changing needs and preferences of consumers.
2. Restaurant Technology - The restaurant technology industry can focus on creating intuitive and easy-to-use self-service kiosks and tablets to improve the ordering experience for customers and increase efficiency for restaurants.
3. Premium Fast Casual - The premium fast casual industry can leverage customization and high-quality ingredients to elevate the fast food experience and appeal to a wider range of consumers.
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