OAK BROOK, Ill. -- McDonald's Corp. will expand a test program that allows customers to build their own burgers.
Kevin Newell, U.S. brand and strategy officer for the world's largest hamburger chain, told The Associated Press that the concept will be expanded to as few as five restaurants or as many as 100 locations in Southern California.
McDonald's is currently testing the concept at one location in Laguna Niguel, Calif., where customers use tablet devices to select the bun, patty, cheese and toppings they desire. Newell told the AP that the concept is a "huge driver" and is attracting more of a dinner crowd to the test site.
McDonald's may be piloting this concept in response to several competing chains that have successfully churned out successful build-your-own-burger concepts. Five Guys Burgers & Fries and The Counter are among the chains currently offering this type of concept.
It is uncertain if McDonald's can and will leverage this concept on a national basis. Oak Brook, Ill.-based McDonald's Corp. has more than 14,000 quick-service restaurants.