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McDonald’s using tablets to let customers customize burgers


Oak Brook, Ill. — McDonald's is letting customers really have it their way. The fast-food giant has launched an expansion of its "Create Your Taste" program to a new location in San Francisco. The customized burger building system that allows customers to order from a tablet-like kiosk where they can customize everything from choice of buns and cheese to toppings and sauces.

In upcoming months, customers will also be able to build their own customized chicken sandwiches from the Create Your Taste platform. McDonald's says it is rolling out Create Your Taste to appeal to customers who increasingly seek to customize their fast-food experience.

Orders placed from the Create Your Taste menu are cooked to order at customized kitchen stations separated from the traditional McDonald's kitchen. Orders typically take five to eight minutes to prepare and are hand delivered by a crew member directly to the customer's table, and arrives open-faced, in a polished wire basket.

A small test of Create Your Taste restaurants in Southern California and Australia has expanded to locations in six states, including: California, Illinois, Wisconsin, Georgia, Missouri and Pennsylvania.

There are additional plans to expand the Create Your Taste platform to 2,000 U.S. locations, or about one in seven of the 14,000 domestic McDonald's restaurants.

"This new prototype reflects how my McDonald's restaurants need to evolve," said Scott Rodrick, McDonald's licensee in San Francisco. "Our guests today want quality toppings and the ability to customize their experience."

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