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Californians are being treated to a special McDonald’s menu, something the brand hopes rivals their competitor’s healthier options.
 
Beginning today, more than 600 McDonald’s locations in Southern California are experimenting with a pilot-program custom menu. The Taste Crafted menu provides consumers the opportunity to build their own sandwich. Customers get to choose ingredients such as type of protein (chicken or beef), type of bun (artisan, sesame seed, or potato) and one of four bundled toppings, such as “Bacon Clubhouse” and “Pico Guacamole.”
 
“Consumers have told us that they are looking for variety and the ability to customize their choices,” Clay Paschen III, president of the McDonald’s Operators’ Association of Southern California, told the Orange County Register. “Taste Crafted Burgers and Chicken allows us to cater to our customers’ desires.”
 
The new take on hamburgers and chicken sandwiches comes as McDonald’s desperately attempts to regain consumers who have abandoned the brand in recent years for better-burger concepts like MOOYAH Burgers, Fries & Shakes and Back Yard Burgers.
 
Steve Easterbrook, chief executive of McDonald’s, said the brand intends to capture the hearts and stomachs of patrons by establishing itself as a progressive burger chain.
 
“While we are still in the early stages of turning around our business, we are gaining momentum by focusing on our customers and what matters most to them – hot and fresh food, fast and friendly service, and a contemporary restaurant experience at the value of McDonald’s," Easterbrook told the Orange County Register.
 
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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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