Azernews.Az

By Bloomberg

McDonald’s Corp. is testing a simpler version of its Create Your Taste program that lets customers customize their burgers with fewer options, an attempt to streamline the system so it works better at the drive-thru.

McDonald’s restaurants along California’s central coast are promoting the program, called TasteCrafted, using Twitter and a dedicated website. Mark Kalinowski, an analyst at Janney Montgomery Scott LLC, said on Wednesday that about 25 to 30 restaurants in California are testing the system, along with as many as seven locations in Oregon. McDonald’s, based in Oak Brook, Illinois, didn’t respond to requests for comment on TasteCrafted.

The move could let the company satisfy demand for custom options without overwhelming drive-thru windows, Kalinowski said in a report. That’s key because 60 percent of McDonald’s U.S. business comes from the drive-thru, he said. The Create Your Taste system -- still in a trial phase itself -- uses touch screens to let customers choose different buns, toppings and cheeses on burgers and chicken sandwiches. The program, currently being tested in about 30 restaurants, requires people to come inside to order.

TasteCrafted also may be a lower-cost investment for franchisees and could be rolled out much more quickly, said Kalinowski, who has a neutral rating on McDonald’s. The fast- food giant is slated to give more details of a turnaround plan on May 4.