McDonald’s launches its custom-burgers
MCDONALD’S new Create Your Taste custom-burger concept arrived in Manhattan this week, giving New Yorkers their first look at the chain’s hi-tech future.
A remodelled store on Third Avenue in midtown now lets customers order via large touch screens, allowing them to pick the toppings, buns and sauces they want on their sandwiches.
The touch-screen kiosks are slick and fun to use, though they take a bit of practice.
And it’s not cheap. A medium Create Your Taste burger meal with bacon, fries and a Coke was more than $12 (R153). That’s in the realm of Shake Shack, a chain known for higher-end fare.
It’s also a long wait, by McDonald’s standards at least. The kitchen does not even begin cooking the sandwich until customers complete and pay for their orders.
After that, it takes eight to 10 minutes.
Customers are given a buzzing coaster like what you might get at Olive Garden. When the order is ready, the staff comes out to find you – even if you’re getting it to go. You also can get the same Create Your Taste options at the register, though that will probably take longer.
And the whole experience seems to work better for customers who dine at the restaurant. – Bloomberg