McDonald's targets millennials with bespoke burgers

This event report addresses how McDonald's, the quick service restaurant chain, is tapping into the desire for product personalisation displayed by millennials with the "Create Your Taste" program.

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