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McDonald's build-your-own burger test expands after enticing dinner-crowd

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McDonald's build-your-own-burger is a concept that the company with the famous golden arches is hoping to offer in the future, but for now it is expanding their test market and offering this build-your-own-burger menu in selected restaurants. McDonalds is banking on enticing customers that frequent restaurants like Subway and Chipolte where people can dictate exactly what they want on their sandwiches and burritos, according to Fox News on Feb. 27.

McDonald’s began testing the DIY burger building at a location in California, today it is planning to expand this test to more McDonald’s restaurants. When asked how many restaurants will act as test locations, the spokesperson for the fast-food restaurant said it would be “more than five and less than 100” locations where they will test the concept.

The first test location in Laguna Niguel offers folks tablets for customers to use. They tap out the type of bun, patty, cheese and toppings that they want on their burger. McDonald’s has discovered at this location, the build-your-own-burger is attracting a dinner-time crowd, more so than that restaurant had seen before.

McDonald’s wants more data before considering launching this new type of menu elsewhere and that is where the new test restaurants come in. Kevin Newell, who is the U.S. brand and strategy officer for McDonald’s said that the test restaurants will all be located in Southern California.



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