retail news in context, analysis with attitude

The Orange County Register reports that McDonald's "is experimenting with build-your-own-burgers made with premium ingredients selected from an iPad menu. The upscale-burger test, launched Monday in restaurants in Laguna Niguel and Illinois, allows diners to choose from more than 20 toppings and sauces. Some new offerings include sharp white cheddar cheese, guacamole, caramelized onions, grilled mushrooms, applewood smoked bacon and creamy garlic sauce. The patty is the same one used on the Quarter Pounder, but it is 'chargrilled-to-order,' McDonald’s said."

Experts say that this is part of McDonald's strategy for "going after fussier and older fast-food eaters who have migrated to better burger concepts like Smashburger and Five Guys Burgers and Fries."
KC's View:
Unless you are of a certain age, you won't remember that for years, Burger King used to distinguish itself by saying you could "have it your way" there, as opposed to McDonald's, which had a more defined menu.

The thing is, you can always customize your order at McDonald's … the problem is that a lot of McDonald's get it wrong, because they're just not equipped to handle special orders. So I have to imagine that this will be a real challenge for many McDonald's franchisees.