McDonald's Experiments With a Build-Your-Own Burger Concept

Is McDonald's trying to compete with the fast casual segment by potentially adding a build-your-own-burger to their menu? This seems to be the case. The QSR is experimenting with this addition at four of their southern California chains.  

Do you think this will lure the millennials who are flocking to the better burger fast casual restaurants for their burger fix? Is it enough to give consumers the option to create their burger how ever they want? Or do consumers already expect restaurants, including QSR to serve it "their way"? Or is it that millennials have had enough of the taste of the McDonald's burger? Read More