Food & Beverage

McDonald's tests burger personalization

McDonald's tests burger personalization

McDonald's is cashing in on the burger customization craze.

On Wednesday, the company announced new menu items that allow customers to personalize their burgers at restaurants in Southern California. The rollout is called Taste Crafted Burgers and Chicken.

Diners can choose from beef, crispy chicken or grilled chicken for their burgers to match with either a sesame seed bun, potato roll or artisan roll. The last step is to choose a flavor option from among the following: Pico Guacamole, Buffalo Bacon, Maple Bacon Dijon and Deluxe. That's in addition to the traditional fixings like vegetables and condiments.

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"Consumers have told us that they are looking for variety and the ability to customize their choices. Taste Crafted Burgers and Chicken allows us to cater to our customers' desires," said Clay Paschen III, president of McDonald's Operators' Association of Southern California in a press release.

"We're excited to bring these delicious ingredients, delectable flavors and variety to our Southern California customers."