In 2014, McDonald’s launched an innovative marketing initiative aimed at offering a more personalized fast-food experience. The “Create Your Taste” campaign was designed to provide customers with the ability to build their own gourmet-style burgers, tailored specifically to their tastes. This experiment was part of McDonald’s broader effort to refresh its image, respond to the growing demand for customization, and compete with the rise of gourmet burger chains. While the concept seemed promising, it eventually fizzled out after a few years. Let’s take a deeper look into the story behind the “Create Your Taste” burger experiment, the reasoning behind it, its execution, challenges, and ultimate outcome.
The Birth of “Create Your Taste”
McDonald’s has always been known for its consistency, delivering the same menu across thousands of locations worldwide. However, as consumer preferences began to evolve and food trends shifted, especially toward healthier, fresher, and more customizable options, McDonald’s realized it needed to adapt. The growth of fast-casual chains like Shake Shack and Five Guys, which offered customers more personalized and higher-quality burgers, was a direct threat to McDonald’s dominance in the fast-food industry. This prompted McDonald’s to experiment with offering more customization to their customers.
“Create Your Taste” was designed to do just that — give customers more control over their meals. By stepping into the world of customization, McDonald’s hoped to cater to a more sophisticated customer base who were looking for higher-end dining options, with the same convenience that McDonald’s was known for. It was also a move towards appealing to younger, tech-savvy customers who were used to digital platforms that provided instant access and control over their choices.
The Experience of Customization
The “Create Your Taste” campaign was rolled out through a combination of in-store digital kiosks and mobile ordering. Customers could use these kiosks to select their bun, protein (beef, chicken, or even a veggie option), toppings, sauces, and condiments, allowing for a burger that was unique to their preferences. The menu included a broad selection of premium ingredients that were not typically found on the traditional McDonald’s menu. Customers could choose from upscale options such as guacamole, caramelized onions, Swiss cheese, and other gourmet additions.
The goal was to offer an experience that would rival gourmet burger chains and showcase McDonald’s ability to innovate and meet modern consumer demands. The customization element was a significant departure from McDonald’s usual offerings, where customers had little to no choice over the ingredients of their meals. The kiosks allowed for a more personalized interaction with the brand and provided a fun and novel experience for customers.
Early Success and Expansion
Initially, the concept generated excitement and garnered positive attention. “Create Your Taste” was launched in a limited number of locations in 2014, with pilot stores in select cities across the U.S. The system was designed to be easy to use and offered a wide variety of customizable options. Customers seemed to embrace the idea of having more control over their meal, and some reports indicated that these bespoke burgers were able to command a higher price than the typical McDonald’s fare, contributing to an increase in revenue for some of the participating locations.
As a result, McDonald’s decided to expand the program in phases. By 2015, the “Create Your Taste” experience had been rolled out to hundreds of locations. The use of digital kiosks gained traction, and McDonald’s emphasized the novelty of the experience, positioning it as a way for the brand to connect with younger, more adventurous customers who were seeking an elevated dining experience in the fast-food space.
The Challenges Arise
Despite its initial success and widespread media coverage, the “Create Your Taste” program was not without its challenges. Several key factors began to undermine the experiment as it expanded.
1. Operational Hurdles and Increased Complexity
One of the biggest challenges of “Create Your Taste” was the complexity it added to McDonald’s operations. Customizing a burger took longer than preparing a standard McDonald’s menu item, which led to longer wait times. This became a significant issue during busy periods, especially in high-traffic locations. In fast food, where speed and efficiency are crucial, the extended preparation times were seen as a drawback, particularly when compared to the speed of service that McDonald’s was historically known for.
Additionally, the kitchen staff had to manage a much broader range of ingredients and ensure that the quality of the burgers remained consistent. The logistical challenges involved in keeping the fresh ingredients properly stocked, maintaining a high level of food quality, and ensuring quick assembly in the kitchen made the program difficult to sustain across a large number of locations.
2. Technology Limitations
While the digital kiosks were a major selling point of the “Create Your Taste” experience, they weren’t always flawless. In some locations, the kiosks suffered from technical malfunctions, making it frustrating for customers who preferred to customize their orders digitally. At other times, the system would crash, leading to delays or the need for staff to manually take orders, defeating the purpose of automation. The novelty of the technology wore off for some customers who had better experiences with the simplicity of traditional ordering methods.
3. Menu Confusion and Overload
Another issue was the sheer variety of choices available. The program’s expansive menu of ingredients, toppings, and sauces was both a blessing and a curse. While some customers relished the opportunity to craft their perfect burger, others were overwhelmed by the number of options and found it difficult to make decisions. The sheer volume of choices sometimes led to confusion or indecision, leaving customers dissatisfied with their experience.
Additionally, many customers were simply looking for a quick and convenient meal. For these individuals, the “Create Your Taste” experience, with its long wait times and the added complexity, wasn’t appealing. They preferred the familiar, straightforward approach of traditional McDonald’s menu items.
4. Cost and Pricing Structure
The premium nature of the “Create Your Taste” burgers came with a higher price tag than the standard McDonald’s fare. While the extra cost was justified for the added quality and customization, it may have alienated some customers who were more accustomed to McDonald’s affordable pricing. The price point was one of the reasons why the program struggled to attract a broad customer base, particularly in comparison to McDonald’s regular menu items, which offered great value for money.
The End of “Create Your Taste”
Despite its initial promise, McDonald’s eventually pulled the “Create Your Taste” program from many locations in 2016. The company acknowledged that the experiment was not as successful as hoped, mainly due to the operational difficulties and the fact that the novelty began to wear off. McDonald’s returned to its core menu and refocused on the strengths that made it a fast-food giant in the first place—speed, affordability, and consistency.
However, the “Create Your Taste” experiment wasn’t a complete failure. It allowed McDonald’s to learn valuable lessons about customer preferences, the challenges of customization at scale, and the importance of keeping operational efficiency in mind when launching new initiatives. It also marked McDonald’s first serious attempt at experimenting with a more upscale, personalized product offering, which would later evolve into future efforts such as the “Signature Crafted Recipes” burgers introduced in 2017.
Conclusion
The “Create Your Taste” experiment may not have changed the fast-food industry in the way McDonald’s had hoped, but it was a significant moment in the company’s history. The campaign highlighted the growing trend of personalization and customization within the foodservice sector and gave McDonald’s an early taste of how it could evolve with consumer demands. Ultimately, it was a learning experience for McDonald’s as they moved forward with other initiatives that would focus on blending speed, quality, and customer-centric features. Though “Create Your Taste” is no longer a part of McDonald’s offerings, the spirit of customization and innovation continues to influence the company’s ongoing efforts to stay relevant in an ever-changing market.