McDonald's lets people build their own burger
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Dec 10, 2014
McDonald's lets people build their own burger

With McDonald's challenged by fast food chains like Chipotle and Subway – which emphasise fresher ingredients and let people choose what goes into their products – the burger chain is expanding the "create your own taste" option. But can it boost sliding sales?

With sales at McDonald's outlets in the US dropping 4.6% in November 2014, more than double the expected decline, the "Create Your Taste" program is expanding to 2,000 of its 14,000 US locations. Customers will be able to build their own burgers by tapping on a touchscreen. The model is a departure from the burger chain's norm, which is built to produce favourites like a Quarter Pounder consistently, quickly and affordably.