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MENU INNOVATIONS | Staff Reporter, Australia
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McDonald's to now offer gourmet burgers

A sneak peek of the future.

McDonald's has launched a new customisable burger menu dubbed as 'Create Your Taste' at Castle Hill this week, in an effort to adapt the service and food experience to suit the changing pace of McDonald's customers.

The location is meant to be a 'Customer Learning Lab'. Three more similar locations will open before the year ends and ten more by 2015.

According to the chain, the store uses digital kiosks, where customers can build their own burgers from scratch, choosing from 19 ingredients. Customers are also treated to table service, allowing them to sit down and enjoy a drink while they wait for their creation to be made fresh off the grill and brought to their table.

The customisable burgers, digital kiosks and table service will be rolled out in all Australian restaurants over the next nine months.

Andrew Gregory, Chief Executive Officer, McDonald’s Australia says the change has been led by
customers.

“McDonald’s is innovating and changing again to meet the needs of our customers. All of our innovations have been led by Australians. What we’re really doing here is just what our customers have asked us to do,” he said.

“An important part of our new learning lab restaurants is that we take customers along the journey with us and get their feedback - we want to make sure Macca’s restaurants of the future are what Aussies ordered.” 

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