- The Washington Times - Wednesday, November 20, 2013

Want guacamole on that burger? McDonald’s is making waves in the fast-food market with a proposed change to its 70-year-old model of made-to-order burgers, announcing a custom-made burger pilot program that provides customers with a range of choices, including 20-plus specialty sauces and toppings.

The restaurant chain opened its pilot project at two select spots in the United States, where customers input their orders via iPads mounted on restaurant walls, the Daily Mail reported. The locations: Laguna Niguel, Calif., and Romeoville, Ill.

But industry watchers say move by McDonald’s will prove only as successful as their ability to maintain speedy service.

“They’re not going to do that with a lot of customization,” said Richard Adams, a consulting firm operator for McDonald’s franchisees, in the Daily Mail. “Their growth potential has to be built on speed, not customization.”

But one food industry consultant, Darren Tristano of Technomic, said in the Daily Mail that customers really want “better burgers with quality ingredients” and that McDonald’s is trying to meet that demand.

Price may prove an issue, too. The new custom-made burgers cost $5.79 — and that’s without bacon. Add $1 for bacon, the Daily Mail reported. Among the special toppings: caramelized onions, guacamole, grilled mushrooms and garlic sauce.

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