McDonald’s has turned its traditional quick service model model on its head, with the launch of a DIY burger concept.
The world’s most recognisable fast food chain is testing a ‘build your own’ self service concept in the US.
The small concept store in California features iPads that allow customers to customise a beef burger.
Shoppers can add bacon, choose from two different buns including a new artisan variety, and pick from three types of cheese.
They can also add toppings, including guacamole, grilled mushrooms, and pickles.
The burgers cost around US$1 more than the chain’s traditional burgers, which are not made to order.
“Two bites in and I knew immediately the artisan roll was the real winner here,” said a reviewer on US pop culture website, Vice.
“Everything else was decent, even the guacamole, which you’d expect a fast food restaurant to screw up.”
“If this does become a regular thing at McDonald’s, I will likely get it again.”
McDonald’s is also testing the concept in Chicago, however, says it’s too early to tell whether the concept will take off.
The move has led industry experts to say that McDonald’s is going after fussier customers with more refined tastes.
“This is an effort to deal with fast-casual,” said Jeff Davis, president of Sandelman and Associates, to a US newspaper.
“McDonald’s is becoming way more adult-focused.”
