MCD News: McDonald’s Corporation Pulls Plug on ‘Custom Burger’ Test

It did not do as well as the company had hoped

McDonald’s Corporation (NYSE:MCD) is getting rid of its custom burger option.

McDonald's
Source: Flickr

The offering revolved around making a burger that you could customize, choosing your own toppings and sauces. It was advertised as the “Create Your Taste” meal, with fewer choices the companies was calling “Signature Crafted Recipes.”

 

The McDonald’s option was first launched late in 2014, which essentially gave you the option to choose from more than 30 ingredients, including different buns and sauces. Some unusual toppings included caramelized grilled onions, guacamole and jalapenos.

You could order your burger from a new kiosk that has been rolled out in some of the company’s locations. Quarter a million dollars was invested to install the Create Your Taste kiosks in the company’s restaurants.

“We continue to test a more modern restaurant experience in select markets in the US featuring kiosks that allow customers to pick their bun, protein and ingredients under the Signature Crafted concept and also enjoy table service,” said a McDonald’s spokeswoman in an emailed statement.

The offering was included in about 2,000 McDonald’s locations, amounting to 14% of all U.S. locations. Customers complained that the program was expensive and it slowed down the fast food element of restaurants.

McDonald’s is still carrying The Signature Crafted Recipes menu, which is a simplified version of Create Your Taste, allowing diners to choose different items with bundled toppings and flavor combinations.

MCD shares gained 1.8% Monday.

More From InvestorPlace


Article printed from InvestorPlace Media, https://investorplace.com/2016/11/mcdonalds-custom-burger/.

©2019 InvestorPlace Media, LLC