McDonald’s has been struggling with its rivals for quite a while. As the choices for customers increase, the food chain brings in new ideas. In the same course, 600 McDonald’s restaurants in Southern California decided to have a custom menu experiment on Monday. This was aimed at luring diners who have been choosing from the chain of rivals that offer higher quality.
The specially crafted menu, based on taste, allows customers to design their own sandwich by choosing from a pre-selected ingredient menu. The ingredient menu is extremely extensive and includes choices of protein from chicken or beef, the type of bun from sesame seed, potato roll, and artisan roll, and bundled toppings. A heavenly delicious bundled profile is “Buffalo Bacon,” which has blue cheese spread, spicy buffalo sauce, applewood smoked bacon, tomatoes, and shredded lettuce. The prices range from $4.59 to $5.19.
McDonald’s Goes Customer-Friendly
The move is taken after McDonald’s has to deal with competition from local operators and other food chains. McDonald’s is growing and changing by giving customers more well-designed choices apart from the classics. The President of the McDonald’s Operators’ Association of Southern California, Clay Paschen III said, “The Taste Crafted Burgers and Chicken allows us to cater to our customers’ desires.”
However, there is still ambiguity around whether the “Taste Crafted” initiative will eventually go national or not, but one of the Orange County operators, Scott Frisbie, said that the initiative is closely watched by corporate executives and has intrigued them. They see a future with it.
Food Delivered Right on Your Table
Another revolutionary change is that local operators are also launching a separate program. The program is called “Table Service.” These Southern California restaurants will give customers a number for their order while they dine. The food will be brought to the customer’s table afterwards rather than the usual self service mode.
Customers who tried both the services, i.e. “Taste Crafted” and “Table Service,” have extremely positive reviews. One of the customers visited a remodeled McDonald’s in Anaheim. He said that the table service is pretty magnificent, and he was delivered the Taste Crafted buttermilk chicken meal to his table.
The announcement regarding food tailoring and fast, casual enhancements are made because McDonald’s wants its menu to be more customer friendly, giving the customer more control. These initiatives are a stark contrast from the generic fast-food menu roots followed by McDonald’s. The decision was taken after customers became fussier and migrated to extensive and better concepts such as the likes of Five Guys Burgers and Fries.
The Chief Executive of McDonald’s, Steve Easterbrook, said the chain’s turnaround plan aims at making the company a modern, progressive burger company. “While we are still in the early stages of turning around our business, we are gaining momentum by focusing on our customers and what matters most to them—hot and fresh food, fast and friendly service, and a contemporary restaurant experience at the value of McDonald’s,” concluded Easterbrook.
McDonald’s previously launched an all-day breakfast program and McPick. Both the programs are nationwide, but this recently launched “Taste Crafted” is strictly a pilot program. For McDonald’s, California appears to be the favorite place to initiate experimentation.
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