McDonald's is running a pilot wherein customers can create their own hamburger in a move designed to compete with smaller chains that already offer this service, like Chipotle.
Choose more toppings
McDonald's is feeling the pressure from smaller chains that allow customers to tweak their order and to capitalize on that trend, the fast food chain has placed tablets in several of its American restaurants. On these tablets, customers can decide what they want their hamburger to be.
Some of the choices offered are 1 hamburger or 2, the type of bread and cheese and many other toppings. Once the choice has been made, customers will get a device that will alert them when their hamburger is ready.
In this new service, McDonald's has emphasized high quality products and hamburgers that are made from scratch once ordered. This is an attempt to distance itself from its extremely unhealthy image.