"The burger is topped with jalapenos, caramelised onion and a tumble of tortilla strips. It is delivered to the table on a wooden board and accompanied by chipotle mayo and a metal basket of fries."
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This isn't a line from an inner-city gastro-pub review. It's the way of the future for McDonald's restaurants in Australia and it's already happening in north-west Sydney.
McDonald's in Castle Hill launched its customisable "create your taste" gourmet burger menu on October 1. Using digital kiosks, customers can design a burger from scratch, choosing from 19 ingredients such as Colby-Jack cheese, herb aioli, grilled mushrooms and guacamole.
Start by selecting a bun: there's brioche, crusty or in a move that will appeal to low-carb and paleo dieters, a no-bun option. Add one of four cheeses to an Angus beef patty plus an array of classic and new toppings.
Customers then pay, clip a ticket to their table and wait for one of the Macca's crew to deliver their creation on a wooden board. A bit like ordering at the pub, really.
The concept will be rolled out in all McDonald's restaurants nationally over the next six to nine months. The service is similar to that offered by Grill'd and other gourmet burger franchises that have emerged over the past decade.
McDonald's senior corporate communications manager Skye Oxenham says the initiative suits customers' changing tastes.
"It's about implementing new initiatives that give our customers a different service and a different experience," she says.
Customers can use the digital kiosks to order standard items, too, which will be delivered to the table on a regular plastic tray. The kiosks won't replace the counter and drive-through options.
The starting price for the new burgers is $8.95. Extra toppings are about 50c each.
goodfood.com.au
