McDonald's Build-Your-Own-Burger Expands to More Test Markets

Friday, 28 Feb 2014 10:36 AM

By Newsmax Wires

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Pushed by challenges from franchises like Chipotle and Subway, McDonald's announced it is expanding its build-your-own-burger concept which started at one California restaurant last year.

Kevin Newell, McDonald's brand and strategy officer, told the Associated Press that the burger giant will grow its customized burger experiment from his restaurant in Laguna Niguel, Calif., to other outlets to gather more information.

"It'll be more than five, less than a hundred," Newell said about the number of additional restaurants that will be part of its study. He added that the new sites will be in Southern California.

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The AP reported that McDonald's is also planning on introducing new prep tables in its kitchens in the United States will which enable employees to add more toppings and dressings than McDonald's currently offers.

The customized burgers are being driven by chains like Chipotle and Subway, for example, which have gained popularity because customers can determine what ingredients are on their products while they order, wrote the AP.

The AP reported that McDonald's may be challenged to implement the concept to a larger range of restaurants because it would require a separate grill in the kitchen where the patties for the customized burgers are cooked differently. Some 80 percent of McDonald's restaurants globally are owned by individual franchisees, according to the company's website.

"We've got to figure out, can we do it operationally?" Newell said.

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