Facing competitions from chains such as Chipotle, Subway and Five Guys, McDonald’s intends to offer its customers more options with their orders, thus creating a little room for the customers to customize their orders.

To test the possibility, a “build-your-own burger” concept has already been applied in Laguna Niguel, California, where customers pick their favorite toppings. At the same time, McDonald’s also expands its Dollar Menu to five sandwiches with a variety of toppings and sauces. To MacDonald’s, customization is another great opportunity to foster growth.

Customization is made possible by new “assembly tables”, which improves both speed of services and more ingredients accommodated. Product customization is the idea which is mentioned and briefly explained in class. When a product is customized, it fits more in terms of customer preferences, particularly for those in their 20s and 30s, who regard customization as a strong attraction.

However, product customization may negatively impact the fast speed of service, which has been a larger issue for McDonald’s. Quicker speed of service not only increases the level of output and customers circulation, but also decreases the levels of inventory. Indeed, it’s too early to determine whether “build-your-own burger” concept fits McDonald’s or not.

Hyperlink: http://www.ctvnews.ca/business/mcdonald-s-tries-to-boost-sales-by-letting-people-customize-their-burgers-1.1545620