McDonald's Build Your Own Burger

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When the world’s largest burger chain cannonballs into the better-burger pool, smaller operators better look out. McDonald’s is dipping its toe into customization, bringing better burgers to the QSR level. After a trial at its Innovation Center in Romeoville, Ill., McDonald’s outfitted this southern California store at the end of 2013 with wall-mounted tablets on which customers can build their own burgers. If the test is replicable, it’ll prove that the model can  resonate with a modern, national audience. McDonald’s has built the design to match, adding new hues and swanky seating and light fixtures not common in fast food. But McDonald’s isn’t the only QSR burger concept making strides. White Castle and Jack in the Box are both testing touchscreen, self-ordering kiosks at single locations.

Embracing technology. On-screen menus allow customers to choose from either an artisan or bakery-style bun; American, cheddar or pepper-jack cheese; and a wide range of toppings and sauces.

View more groundbreaking concepts

Next: Tom Bradley Terminal

Staff is standing by to help customers use the Build Your Own Burger iPad.

Photograph by Sam Gangwer, The Orange County Register

On-screen menus allow customers to choose from a wide range of toppings, such as lettuce, tomato, red onion and guacamole.

Photograph by Dominique Zamora, Foodbeast

A final confirmation screen breaks down the burger selections, as well as gives the calorie count and price.

The high-end technology led McDonald's to revamp its interior to match.

Even the tray liners encourage guests to build their own burger.

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