McDonalds crowdsources the public's perfect burgers...and might even sell them in restaurants


By Stephen Lepitak, -

May 19, 2014 | 2 min read

McDonald’s UK has begun a crowd-sourcing campaign to allow customers to design their dream burgers, which could actually be sold within the company’s restaurants.

The My Burger campaign will include an online ‘burger builder’ developed by Razorfish, to allow customers to create their perfect beef burger from a range of 80 ingredients.

Each idea will be shared on the website for public voting, with the top 12 most popular recipes judged by a panel made up of a member of the public, an independent expert, representatives from McDonalds and former England rugby player Phil Vickery - a former winner of Celebrity Masterchef - who will select the final five to be sold in restaurants.

Online advertising activity, again devised by Razorfish, will include YouTube masthead takeover, pre-roll video on demand and digital display adverts.

Alistair Macrow, senior vice president, chief marketing officer, McDonald’s UK said: “Customisation and digital engagement are becoming an integral part of how consumers interact with companies and we want to continue to innovate as a brand. That’s why we’re giving our customers the unique chance to design their own burger online with the potential for it to sit side-by-side with the likes of the iconic Big Mac. To canvass the public’s support and pass the taste test of our judging panel, customers will have to think about what looks, sounds and tastes great.”

The burger builder will be live between 20 May and 15 June, with the winners set to be announced before the end of June and each burger appearing on the menu for a week between October and November.


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