McDonald's targets millennials with bespoke burgers
Stephen Whiteside Warc
McDonald's is feeding consumer engagement by tapping into the legacy of one of its fiercest rivals.
For 40 years – until the middle of 2014 – Burger King offered consumers the chance to "Have It Your Way". Six months later, in December 2014, McDonald's stepped into the same space with a "Create Your Taste" program, largely in response t