McDonald's tests customization program

by Erica Shaffer
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TasteCrafted graphic
Customers at select McDonald's can experience the company's customization platform at the drive-thru. Click image for a larger view.
(graphic: McDonald's Corp.)

OAK BROOK, Ill. – McDonald's Corp. is putting its new TasteCrafted Burgers and Chicken customization program to the test.

The quick-service giant introduced the setup at a limited number of restaurants near Atlanta, Portland, Ore., and Southern California. TasteCrafted is a spin-off of the company’s Create Your Taste customization platform. It is designed to be drive-thru friendly.

Diners will be able to customize their burger or chicken sandwich with their choice of bun and topping combinations which include bacon clubhouse, pico guacamole, hot jalapeno and deluxe.

“We are testing Taste Crafted Burgers and Chicken at select restaurants as a way to quickly introduce more choice to our customers as we work toward greater customization,” a company spokesperson stated in an email to MEAT+POULTRY.com.

The TasteCrafted Burgers and Chicken test is occurring alongside McDonald's Create Your Taste menu customization program.

“Not only do customers get to enjoy a premium burger made just for them, but they also will experience a new way of dining at McDonald’s when they order from the Create Your Taste menu,” the spokesperson said. “Available to order inside restaurants only from a self-ordering kiosk or tablet, each burger order will be delivered to customers by a server, directly to their table.

“They’ll be presented open-faced in special metal baskets to highlight each quality ingredient. This test is currently taking place in select restaurants in California, Illinois, Wisconsin, Georgia, Missouri and Pennsylvania.”

McDonald's will continue to expand the Create Your Taste test to additional restaurants, the spokesperson added, while the TasteCrafted initiative offers “a more immediate opportunity for a broader base of restaurants to provide customers with the variety and choices they enjoy today.”

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