McDonald's to expand 'build your own burger' test

By Candice Choi

Associated Press

Published: Thursday, Feb. 27 2014 9:51 a.m. MST

In this Tuesday, Jan. 21, 2014, photo, cars drive past the McDonald's Golden Arches logo at a McDonald's restaurant in Robinson Township, Pa. McDonald's plans to expand a test this year that lets people order customized burgers.

Gene J. Puskar, Associated Press

Enlarge photo»

OAK BROOK, Ill. — McDonald's plans to expand a test this year that lets people order customized burgers.

The world's biggest hamburger chain began testing the waters of personalized orders last year with a "build-your-own burger" concept at a location in California. In addition to its traditional menu, the restaurant offers tablets where people can tap out the bun, patty, cheese and toppings they want on their burgers.

Kevin Newell, U.S. brand and strategy officer for McDonald's, said in an interview that the offering is a "huge driver." Without providing specific figures on the sales impact, he said it's attracting a different type of customer and more of a dinnertime crowd.

The test reflects a push by McDonald's to adapt to the growing trend toward customization in the fast-food industry.

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