McDonald’s to add more locations to ‘build your own burger’ trial

OAK BROOK, Ill. » McDonald’s plans to expand a test this year that lets people order customized burgers.

The world’s biggest hamburger chain began a "build-your-own burger" concept last year at a location in Laguna Niguel, Calif. The restaurant offers computer tablets on which diners tap out the bun, patty, cheese and toppings they want.

Kevin Newell, U.S. brand and strategy officer for McDonald’s, said the offering is a "huge driver." Without providing specific figures on sales, he said it’s attracting a different type of customer and more of a dinnertime crowd.

He said the additional test locations will also be in Southern California — "more than five, less than a hundred."

The test reflects a push by McDonald’s to adapt to the growing trend toward customization in the fast-food industry. The popularity of Chipotle and Subway, for instance, is largely due to the fact that people can dictate exactly what they want on their burritos and sandwiches.

The chain also is rolling out new prep tables at its more than 14,000 U.S. restaurants to accommodate many more toppings and dressings, suggesting the company plans to expand its lineup of ingredients.

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