McDonald's US expands build-your-own-burger test
posted on 26th September 2014
McDonald's is extending a trial which allows customers to choose their own combination of patties. buns, cheese and toppings via a tablet app - which then collects the data to determine trends that could be turned into new products.
McDonald’s has expanded its build-your-own burger test trials in Southern California.
The aim is to discover popular combinations that McDonald’s – which hasn’t managed to generate a hit recently – can export to the rest of the country and potentially the world.
Coca-Cola and Pepsi have taken similar approaches with new machines that let people mix their own beverage combos. (Coke’s Freestyle machines are in McDonald’s stores.)
In the McDonald’s model, customers place their orders via tablet, which means the orders can be analysed to learn which ingredient combinations are most popular.
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