After a quiet launch of its first Create Your Taste outlet, McDonald’s SG will continue a rollout of its customised burger offerings.
McDonald’s Singapore has launched Create Your Taste, a new customisable premium burger experience from which customers can build their own burgers from scratch, choosing from 26 different ingredients including Grilled Pineapple Ring, Guacamole and Tortilla Strips. The Singapore rollout is the first in Asia. This has already launched in the US and Australia.
Create Your Taste was launched on 27 March 2015 at McDonald’s JEM and will be launched at McDonald’s Yishun SAFRA on 27 April and McDonald’s Raffles City on 5 May this year. The offering will continue to be rolled out in stages at selected restaurants across Singapore.
Create Your Taste comes with table service, which means customers can sit down and wait for their creation to be made fresh off the grill and brought to their table. Their premium burgers will be served on wooden boards, accompanied by French Fries served in metal baskets.
The Create Your Taste digital touchscreen kiosks also has Dual Point technology which allows customers to order their food at one point and collect it at another. This creates a fuss-free experience for customers and cashless payment can be made at the self-ordering kiosks.
“We know our customers want choice and customisation and, we are evolving with them – innovating as their needs, tastes and preferences change. Whether customers want the iconic Big Mac and fast convenience McDonald’s is famous for or a premium burger in a more relaxed dining environment, customers now have more options than ever before,” said Robert Hunghanfoo, managing director, McDonald’s Singapore.
Since the launch, #Createyourtaste has created quite a bit of positive buzz on social media across all launch markets.