Over the past couple of years in the US alone, McDonald's and the rest of industry's key players have witnessed staggering decline of market earnings. Americans, it seems, are not keen anymore on grabbing their favorite cheeseburgers. The folks at McDonald's think they can revive the burger culture again with a do-it-yourself meal on a touch screen.
The concept is plain and simple: Now you can create your own version of McDonald's finest burgers with just a slide of your fingertips.
McDonald's have been offering the "Create Your Taste" option that allows customers to build their own burgers in some of its outlets. Recently, however, the fast food giant unveiled its plan to expand its customized your taste option and make it available to 30 more restaurants across Georgia, Illinois, Missouri, Pennsylvania, and Wisconsin, The Verge.com reported.
In 2015, the company intends to bring the "Create Your Taste" option to as much as 2,000 different locations.
The "Create Your Taste" program is, as Metro reported, a departure for McDonald's core offering which was to deliver food consistently, quickly and affordably. Customized your food feature is more expensive than the usual food items. Customization also means having to spend time mixing and matching items to suit the customers' choice. This, along with the food preparation stage, would surely eat up plenty of time.
Customized feature is also seen as McDonald's way of coping with the rising trend in food business where customers are becoming increasingly interested in places like Chipotle, reported Metro.
Customization is becoming more and more popular nowadays. More specifically, people around the age of 20 to 30 are the ones who are into customization.
"We haven't been changing at the same rate as our customers' eating-out expectations," McDonald's CEO Don Thompson announced in a statement published last October.
