The idea of inventing an inspiring a creative dish leads itself back to the food programs that have taken Australia by storm. With shows such as Masterchef and My Kitchen Rules, society is increasingly becoming more experimental with “gourmet” foods and starting to be more health conscious about what ingredients are going into the food they are eating.
Fast food giant McDonalds has recognised the changing needs amongst their consumers and have developed their own build-your-own gourmet burger service, delivered by “McWaiters” on wooden boards. Lovers of the infamous burger are now able to select their “ideal” meal from a large digital screen featuring more than 20 ingredients. With an introduction of gourmet buns, multiple cheeses and extra toppings, consumers have the opportunity to create flavor combinations that suit their palate.
At a starting price of $8.95, the burgers eat more of your budget than a basic Big Mac or Grand Angus. This innovative concept by McDonalds is the beginning of transforming the fast-food experience in Australia. On top of this, McDonalds is introducing table service, allowing customers to relax with a drink while they wait for their customised burger to be freshly cooked and brought to their table.
Will this idea prove to be successful? Who knows- we will just have to wait and find out!
Current student in the Master of Marketing program at the University of Sydney Business School