McDonald’s Testing Build-Your-Own Quarter Pounders

by Karl Utermohlen | November 15, 2013 1:11 pm

McDonald’s (MCD[1]) is testing build-your-own quarter pounders in select California and Illinois restaurants.

The fast food chain’s initiative[2] lets customers order from two iPads in each restaurant where they’ll be able to select their toppings, according to Orange County Register. Customers can choose from more than 20 toppings and sauces to stack onto their quarter pounders which include avocado, caramelized onions and applewood smoked bacon.

McDonald’s is looking to appeal to the older, fast-casual crowd that like the taste and convenience of fast food restaurants but prefer higher-quality offerings.  Keeping with the idea of finer dining at a fast food restaurant, employees will be wearing black and white chef’s aprons in these locations and they will help customers with ordering from the iPad should they need help.

The customized quarter pounders will be tested for a short time but they could become a permanent McDonald’s fixture if they prove to be successful.

Endnotes:
  1. MCD: http://studio-5.financialcontent.com/investplace/quote?Symbol=MCD
  2. The fast food chain’s initiative: http://www.ocregister.com/articles/mcdonald-536971-burgers-restaurant.html

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