McDonald's unveils Create Your Taste ordering system in Qatar

Qatar University marketing students recently got a chance to workshop a new digital ordering technology from McDonald's Qatar that allows customers to place customized burger orders.

The workshop was a collaboration between McDonald's Qatar and graduate students in the school's marketing management class. Five teams of students workshopped their ideas for how to develop the program going forward. They also gave presentations on their ideas to a panel that included professor Dr. Nabil Ghantous, McDonald’s Qatar Marketing Manager Ghada Kamal, other marketing team members and the Create Your Taste operations team.

The Create Your Taste system has customers use self-service kiosks to design their own burger and place the order digitally. Orders are then delivered by McDonald's staff to diners at their tables using GPS technology attached to the tables.

The system walks customers through choosing a style of bun or lettuce wrap, cheeses, fresh vegetables, cooked toppings and sauces. The choices are a noticeable departure from typical fast-food burger offerings, including guacamole, gouda cheese, grilled pineapple and barbecue chipotle sauce, in addition to more standards options.

The technology is already available at the company's City Center and Markiya locations.