McDonalds custom burgers a game-changer

BESPOKE BURGER: Lucy Bidmade, 16, (right) tests out the new system with the help of area manager Rome Leopold.
BESPOKE BURGER: Lucy Bidmade, 16, (right) tests out the new system with the help of area manager Rome Leopold. Patrick Woods

FORGET the special Big Mac sauce and slapping a few pickles on it.

McDonald's has changed the burger game, with an innovative new program which lets the customer design their own burger.

As the demands of the typical consumer evolve, so too has the fast-food giant.

Something never imagined at a McDonald's - designer burgers and table service - has landed, and McDonald's Maroochydore licensee Gary Binet said it signalled a brave new venture for the iconic golden arches.

"We've really got some innovation in McDonald's and by doing some electronic interaction with our customers or letting them interact themselves and choose all the ingredients on their burger, that's something that's very different for us at McDonald's," Mr Binet said.

The first store in the region to offer the new Create Your Taste menu, its digital kiosks, complete with giant touch screen, allow customers to choose from more than 30 ingredients as they create their custom burger.

"This is what our customers are saying to us when we do any kind of customer surveys - the feedback they're giving us is they want a bit more choice, they want variety, they want to build their own," Mr Binet said.

"So that is what we're giving them."

The concept was already proving a hit yesterday, with plenty fascinated by the opportunities to create their own combinations.

"It's really exciting," Lucy, 16, said.

"We like to try all different things."

The duo said they were keen to get a few friends along and work their magic on the touch screen, to produce the tastiest treats possible.

Mr Binet said while the options for this type of innovation were massive, the other benefits were to the increased employment opportunities a significant investment in the new options created.

"There's more training, there's more hours available, we've just got more jobs," he said.

"There's about another 20 positions per store across the Sunshine Coast because we believe we're going to be selling more products, serving more customers and we just need more people to do that.

"Like any business we need to innovate."



ADMITTEDLY I generally steer away from Maccas unless it's a Sunday morning hangover requiring the tried and proven healing qualities of a bacon and egg McMuffin.

But I must admit, from the hipster little deep-fry cage for the fries and the wooden platter for the burger, I was pretty impressed with the setup.

Options like chipotle mayonnaise, guacamole, Swiss cheese, baker's buns and crispy bacon on the board for a second had me questioning whether I was still in a McDonald's outlet.

After a meet-and-greet with Gary Binet, Maroochydore licensee, myself and Daily photographer Patrick Woods were treated to some of the fare from the latest innovation.

Take a look at what we went with.

Burger 1: Brioche bun, dijonnaise, red onion, sliced pickles, guacamole, whole-leaf lettuce, Swiss cheese and grilled pineapple.

Burger 2: Bakery bun, chipotle mayonnaise, red onion, sliced tomato, guacamole, whole-leaf lettuce, cheddar cheese, bacon, caramelised onion and chilli jam.

It seems the McDonald's as we all knew it has changed forever.

Topics:  burgers editors picks fast food macdonalds

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