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McDonald's Dabbles with Better-Burger Menu

SoCal residents get the first taste of the brand's new Taste Crafted items.

By Nick Powills1851 Franchise Publisher
SPONSOREDUpdated 9:09AM • 10/25/16
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.
 
To read the original story, click here.

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