CHICAGO – McDonald’s has scrapped its “Create Your Taste” customized burger program and will instead test a mix-and-match meat and toppings plan that’s easier to manage. McDonald’s calls the new program, which will be tested nationwide in select markets including its hometown of Chicago, “Signature Crafted Recipes.”
Create Your Taste was a two-year-long test that brought make-your-own burger kiosks to select McDonald’s locations around the country. It was the first time McDonald’s experimented with a custom sandwich in an effort to compete with so-called “better burger” chains like Five Guys.
The custom burgers tended to be more expensive, when a number of toppings were added, compared with other items on the menu. And it was also time-consuming: While the average McDonald’s meal is delivered in about 90 seconds, Create Your Taste orders could take five to eight minutes.
It was also costly to the restaurant operators. The kiosks cost about $125,000 per restaurant, according to McDonald’s spokeswoman Becca Hary. The kiosks will remain and be available for customers ordering the new Signature Crafted options.
