For the past few years, McDonald’s have been gradually adding healthier choices in their menu that had once been occupied by burgers, fries, and all kinds of high-calorie fatty foods. McDonald’s started adding salads, apple slices, wraps, and bagels in place of more ‘Big Mac’s on their menu. This change is all part of their ultimate goal in trying to reposition themselves as a ‘healthier’ fast food chain, in order to appeal to a wider customer segment.
To take things a step further against their hamburger chain competitors like Chipotle and Subway, McDonald’s declared that they will now be testing out a ‘build-your-own-burger’ concept. This experiment is going to start in Laguna Niguel, California. Featuring five main burgers, customers will now be given a wider variety of toppings and sauces to choose from. This test started when McDonald’s began struggling to boost sales amid more competition among burger joints as well as a change in the public’s eating habits. Kevin Newell, chief brand and strategy officer for the U.S. McDonald’s says, “customization represents another important opportunity for our business.” Meanwhile, however, owner of a consulting firm for McDonald’s franchises, Richard Adams, counters the validity of Newell’s statement when he says, “[McDonald’s is] not going to do that with a lot of customization. Their growth potential has to be built on speed, not customization.”
Is customization the way to go for McDonald’s or is Adams more accurate in claiming that McDonald’s focus should continue to be on speed?
Sources:
Choi, Candice. “McDonald’s Tries to Boost Sales by Letting People Customize Their Burgers.” CTVNews. CTVNews, 15 Nov. 2013. Web. 16 Nov. 2013.
“Nutrition Centre :: McDonalds.ca.” Nutrition Centre :: McDonalds.ca. McDonald’s Corp, n.d. Web. 16 Nov. 2013.
https://blogs.ubc.ca/danashen/2013/11/17/tough-choice-for-mcdonald/