McDonald's plans to expand a test this year that lets people order customized burgers.
The world's biggest hamburger chain began testing the waters of personalized orders last year with a "build-your-own burger" concept at a location in California. In addition to its traditional menu, the restaurant in Laguna Niguel offers tablets on which people can tap out the bun, patty, cheese and toppings they want on their burgers.
(Read more: McDonald's eyes extending breakfast hours)
Kevin Newell, U.S. brand and strategy officer for McDonald's, said in an interview that the offering is a "huge driver." Without providing specific figures on the sales impact, he said it's attracting a different type of customer and more of a dinner-time crowd.
The purpose of the expanded test is to get more data, Newell said.