AURORA — is taking a page from the fast-casual handbook with a new test concept — a fully customizable burger.
The restaurant at 4000 S. Parker Road is the first in Colorado — — to test the chain’s “Create Your Taste” platform, which is quickly expanding nationwide.
“Right now, we’re switching people. They’re walking in the door, and they want a Big Mac. We have to try to convince them to try this new product,” said owner-operator Jeff Heidrick. “It’s working, but we want to become a destination.”
Walk inside
, and you see touch-screen kiosks for ordering. Sandwiches can be piled with any of 25
ingredients, from parmesan to Big Mac special sauce to guacamole, on a ciabatta or artisan roll. The final result is delivered to your table, open face, in a basket. Fries come in a metal hopper.
The struggling fast-food chain is trying “a lot of things” to shake off its doldrums, said Mary Chapman, senior director for product innovation at Technomic, a Chicago-based food industry research firm.
“Their sales have been suffering, their growth has slowed and has even turned negative in a lot of cases. They’re closing stores for the first time,” Chapman said. “If they’re going to maintain their industry leadership and continue to provide returns for their stakeholders, they have to try something new because what they’re doing now isn’t winning them new sales.”
Other initiatives include .
After testing in several states, McDonald’s is in the process of , or roughly one in seven domestic restaurants. The concept draws on the elements of fast-casual, which is the , Chapman said.
“I don’t know if they can do that because their proposition for the past 30 years has been speed, consistency and value,” she said. “A burger that takes 10 minutes and costs $10 is the opposite of that.” A Create Your Taste burger or chicken sandwich with fries and a drink costs $7, or nearly $8 when you add bacon, according to a McDonalds spokesperson.
A corporate spokeswoman for McDonald’s USA said it’s premature to draw conclusions on the test.
“It is a step in our journey to become a modern and progressive burger restaurant,” said spokeswoman Lisa McComb.
Heidrick, a 15-year veteran of McDonald’s, said customizable options can only help the chain. Standard menu items are also available.
“Millenials, that’s the age group we’re targeting and they want choice. They want to tell us what they want,” Heidrick said.
Customer Nick Berglund, 24, agreed. He said the new concept is a welcome change.
“It’s a different feel,” Berglund said. “It’s still fast food, but it’s sit down. They’re not handing you your food in a bag.”
Emilie Rusch: 303-954-2457, erusch@denverpost.com or twitter.com/emilierusch
