This Is McDonald’s Big Plan to Win You Over

After McDonald’s on Tuesday yet again posted disappointing quarterly earnings, the fast food chain is ordering up a supersize strategy that’s all about the smaller things: local ingredients, regional tastes and your own personal preferences.

McDonald’s CEO Don Thompson said Tuesday during an earnings call that the company is “changing aggressively” in the U.S., German, Australia and Japan under a new platform that emphasizes personalized meals alongside its classic options.

“Customers want to personalize their meals with locally relevant ingredients. They also want to enjoy eating in a contemporary inviting atmosphere. And they want choices: choices in how they order, choices in what they order and how they’re served,” Thompson said.

Thompson added that existing regional offerings include the chorizo burrito, which is being tested in Texas, and mozzarella sticks, which are being tested in New York, New Jersey and Connecticut. More evidence of McDonald’s plan for tailor-made options include confirming that its McRib will be available at only participating restaurants and no longer rolled out nationwide, CNBC reported last week.

But that’s not all: McDonald’s is taking a hint from DIY outlets by expanding its build-a-burger program called “Create Your Taste.” The program has been tested in four Southern California chains since September, and allows customers to use a touch screen to pick out their preferred burger toppings like tortilla chips and jalapeños, according to Businessweek.