McDonald's nixes 'Create Your Taste' platform

by Erica Shaffer
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 McDonald's Mac Jr., Big Mac and Grand Mac sandwiches
McDonald's also announced plans to launch ‘mini’ and ‘mega’ versions of the Big Mac.
 

OAK BROOK, Ill. – McDonald’s Corp. announced it will discontinue its “Create Your Taste” menu platform which let customers customize their burgers using digital ordering kiosks.

The company said “Create Your Taste” was a test rolled out in select cities. Now, McDonald’s is testing a customizable burger platform called “Signature Crafted Recipes.” Under the Signature Crafted platform diners can customize their sandwich with topping “bundles.” The bundles are:

  • Buffalo Bacon — blue cheese spread, buffalo sauce, applewood smoked bacon, tomato, shredded lettuce
  • Pico de Gallo — guacamole, white cheddar cheese, ranch sauce, lettuce
  • Maple Bacon Dijon —maple-smoked bacon, grilled onions, mild Dijon sauce, white cheddar cheese, lettuce
  • Deluxe — red onion, lettuce, tomato and mayonnaise

The toppings can be added to a crispy chicken or grilled chicken filet or a beef patty and served on an artisan roll, sesame seed bun or potato bun. In June, McDonald’s added a Signature Sriracha sandwich which features a Sriracha Big Mac sauce, white cheddar cheese, onions, baby spinach, baby kale and a tomato slice.

“We continue to test a more modern restaurant experience in select markets in the US featuring kiosks that allow customers to pick their bun, protein and ingredients under the Signature Crafted concept and also enjoy table service,” McDonald’s spokeswoman Terri Hickey told MEAT+POULTRY

“We are excited for our customers to experience the interactive and engaging features at these restaurants as well as the Signature Crafted concept, and we look forward to leveraging their feedback in our journey to bring a new level of convenience and excitement to the McDonald’s restaurant experience.”

The company also has tweaked its classic Big Mac sandwich. For a limited time the Grand Mac and Mac Jr. will join the Big Mac menu in early 2017. The Mac Jr. is a single-layer Big Mac with a bigger beef patty. The Grand Mac is made with two beef patties and topped with two slices of melted American cheese and special sauce served on a larger sesame seed bun with lettuce, minced onions and pickles. The company said each Big Mac patty is seasoned with salt and pepper in McDonald’s kitchens.

“The Big Mac is a legend and a great-tasting burger with hints of pickle relish, mustard, garlic and onions,” McDonald’s Chef Mike Haracz said in a statement. “We listened to our customers who told us they wanted different ways to enjoy the one-of-a-kind Big Mac taste.  The classic combination of ingredients remains timeless and customers around the world continue to enjoy its signature taste.”

McDonald’s tested the revamped Big Macs at locations in Central Ohio and the Dallas/Fort Worth area. Customers in Florida and Pittsburgh will be able to try the new sandwich beginning this month in advance of the national roll out in 2017.

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