McDonald’s Invites Diners to Design the Next Hit Burger

by Cynthia Wilson | June 27, 2011 9:01 am

Ever walk into a fast food joint, look at the menu and think “I can come up with something a little more appetizing?”

Well, McDonald’s Corp. (NYSE: MCD[1]) gave its customers in Germany a chance to prove it. The world’s largest fast food chain took to various social media outlets to invite customers to “build their own burger and be famous” with its My Burger[2] campaign.

Whether McDonald’s’ research and development department needed fresh blood or the chain wanted to take the next major step into social media, the home of the Big Back got customers involved. Not only did it walk away with proof that social media is a viable marketing and research tool, it got five new summer menu items since customers weren’t shy with their offerings. The “My Burger” promotion attracted almost 116,500 entries before McDonald’s narrowed the field to five finalists.

In the end, McDonald’s dubbed a chicken burger called the “Just Stevinho”, the winner after it grabbed a 143,552 Facebook likes. The sandwich features a breaded chicken patty topped with herb sauce and cucumber. Its creator will be featured in McDonald’s commercials in Germany from June 30 to July 6.

To keep interest alive and hopefully customers coming in to try the sandwiches, the other four finalist also will appear on McDonald’s menu for a limited time. They include the McBrezel or McPretzel, which pairs a meatloaf patty on a McRib bun with a smear of potato salad, onions and cheese. The Tanja Grilled Chicken Barbecue tops a grilled chicken with corn, pepper-Jack cheese, lettuce and barbecue sauce.

Like the Just Stevinho winner, the creators will appear in the commercials featuring their sandwiches.  McDonald’s, meanwhile, will be contemplating when and where their next social media experiment will take them.

Who knows, after the success in reaching out with European audiences, McDonald’s may be asking U.S. restaurant goers to sound off next.

As of this writing, Cythia Wilson did not own a position in any of the stocks named here.

  1. MCD:
  2. My Burger:
  3. McDonald’s to replace cashiers with touch screens:

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