McDonald's Ends One Customized Burger Test, Starts Another

OAK BROOK, Ill. — McDonald's Corp. has ended its "Create Your Taste" custom hamburger menu in the United States and is replacing it with a new program called "Signature Crafted Recipes," reported Business Insider.

"Create Your Taste" allowed customers to customize their burgers at touchscreen kiosks, choosing from more than 30 premium ingredients. This included choices of buns, sauces and toppings such as caramelized grilled onions, guacamole and more.

The program launched in select states in late 2014 and expanded nationally in 2015. By the middle of that year, it was available in seven states. McDonald's began removing it from test locations in the last month, according to the report.

"Create Your Taste was a test, which we used as the name for customizable burgers in select cities," said McDonald's spokeswoman Becca Hary. "McDonald’s is now testing a customizable burger platform under the name 'Signature Crafted Recipes.'"

Customers responded positively to the kiosks and being able to customize their food, according to the company. However, criticisms of "Create Your Taste" included the higher price of the burgers and the length of cooking time.

Additionally, some McDonald's franchisees complained about the program's cost, its slowing of kitchen operations and the way it targeted a more upscale customer that they felt McDonald's should not focus on.

"Signature Crafted Recipes" is designed to address some of these complaints. It has fewer customization options and includes bundled toppings that should be easier for kitchen staff to handle. Customers can choose from beef, buttermilk crispy chicken or grilled chicken for their protein, and add a maple bacon Dijon, deluxe, buffalo bacon or pico guacamole topping bundle. Some restaurants also offer a Sriracha bundle.

The new program is available to order at the same touchscreen kiosks previously used for "Create Your Taste."

"Our customers appreciate the additional choices and the control of being able to order from kiosks," Hary said. "We’re always testing and looking at new ideas and concepts to provide our customers with a great restaurant experience."