The US fast food giant McDonald’s ended Custom Burger experiment in the United States and replaced it by a new option that leaves less choice for consumers. The “Create Your Taste” required too much time and does not necessarily correspond to the expectations of customers.
According to Business insider the Illinois based hamburger and fast food restaurant chain has officially ditched the “Create Your Taste” program, which allowed each customer to make their own burger by selecting from twenty ingredients. This has been the biggest change on McDonald’s menus but ultimately proved too expensive for both consumers and the brand.
Initially tested in 2013 in a Los Angeles restaurant, the offer of burger customization was gradually extended to other McDonald’s US from August 2014. Faced with a sustained fall in sales – the number of business was down 2.36% in 2014 and 7.39% in 2015, especially in the US, where 40% of its earnings come from. McDonald’s introduced its new menu in other countries as well, including Canada, New Zealand, Australia and Poland.
Many prefer going to other restaurants if they want to spend more and eat better quality sandwiches than spending on a $ 10 a personalized burger, which accounts for twice the price of traditional Big Mac, priced around $ 5 in the United States, a standard to which many are accustomed to. The inclusion of custom burgers to the menu also requires restaurateurs to install the latest generation of touch screens, which has a price tag of around $ 125,000.
However, the overall sales look promising for McDonald’s. In the third quarter, the group announced a 1.3% increase in sales in the United States, exceeding the expectations of analysts polled by Reuters. The group’s turnover for the three months between July and September also beat estimates, amounting to 6.42 billion dollars against 6.28 billion expected on average by analysts.