I have a confession to make guys and gals: I ate at McDonalds a couple of weeks ago…You may proceed to judge me…Okay stop judging me, we all make mistakes okay?
If you haven’t stepped into a McDonalds lately you’ll notice that they’ve started to update the look of a large portion of their restaurants. And by that I mean they’re starting to look a little more “upscale”.
But what surprised me the most was not the new interior design, but their new menu. No, they haven’t made changes to classic items such as the Big Mac or McNuggets, but they added an option to create your own burger…Complete with services you would normally expect from an actual restaurant.
Labelled as the “Create Your Taste” option on the menu, McDonalds gives you the ability to build your burger from the bun, right down to the veggies and other condiments. These options range from “ciabatta” to a “lettuce wrap” for the bun, to adding “grilled mushrooms” or a “large pineapple slice” (excuse the quotation marks. I feel as though you need to really include those when describing ANY ingredient from McDonalds) to your burger.
Sounds fancy right? As I was ordering this I had to constantly ask myself: Am I actually ordering this from McDonalds? Legit. It was the weirdest feeling ordering up a burger on a “brioche bun” with “jalapeños”, “colby jack cheese”, “spinach”, and “Big Mac Special Sauce”. Adding the Big Mac Sauce made the burger sound god awful on paper (my body hated me after) but damn for a burger I ordered from McDonalds, it wasn’t…completely terrible (that’s a good thing…I think).
But having a half-decent custom burger wasn’t even the weird bit about that meal. I was more stunned by the fact that all of my food (and drinks) was brought to my table by a server. It was the weirdest experience for me because McDonalds is the last place I expect this level of service. I mean the server asked what kind of drinks my buddy and I wanted and delivered them to our table. The rest of the meal was all served on a wooden board with a fresh batch of “fries” served in a small metal basket. When we got our meal, I shot my buddy the weirdest look. I couldn’t help but ask “Is this actually happening? Am I supposed to tip?” This meal wasn’t cheap either. Between the two of us, the entire thing costed a cool $25 for two meals.
After the meal the marketing side of me couldn’t hep but think, “What is McDonalds trying to get at?” I mean, if they’re aiming to improve their fast food image, it’s a step in the right direction…Sorta. It will be hard to shake off the reputation of being the #1 place you go to after a night of drinking with friends (or by yourself. It’s okay I won’t judge). But this can change once people start to realize they can now dish out $14 for a meal and receive full service…after a night of drinking with friends (or by yourself).
If this “Create Your Taste”becomes a big hit, I can kind of see a slightly brighter (and greasier) future for McDonalds. Will the food become healthier? Oh hell no, don’t be silly. Will McDonalds, or other fast food establishments, be moving towards a more traditional/high class full service restaurant? Maybe. We’ll wait and see…Or you could just click on the picture below.