Create Your Taste
Does McDonalds need a refresh? Hong Kong’s go-to 24hour answer for a cheap burger, fries and drink is experimenting. While there’s been a range of specialty burgers appearing and disappearing as special menu promotions for some year’s now as part of menu diversity. Some have been good, some interesting, some best forgotten but with the new ‘Create Your Taste’ (CYT) menu there’s only one person to blame if you don’t like your burger – yourself.
Although McDonalds in Hong Kong has always been a property play, globally Create Your Taste seems to fly directly in the face of McDonalds fast food ethos. It’s slow food cooked to order and delivered to your table, just as in a regular restaurant. So is this the potential new face of McDonalds? bc went along to try it out.
Leighton Centre and Festival Walk are trialling the new concept, where (in addition to the regular menu) a customer can build their own burger on a touch screen display. So how does it work… Disorganized and slowly when looking for a late lunch on a not very busy Saturday afternoon. The store is full of McDonalds staff, there’s one at every CYT screen.
The basic CYT burger is $48 dollars and ordering is multi-step process.
First: chose your bun – traditional, brioche, bunless.
Second: meat, one (supposedly angus) beef patty or more, each extra patty costs $15.
Third: cheese, a choice of Classic Cheddar, Mozzarella, Pepper Jack or White Cheddar. Sadly your only allowed to choose one cheese and only one slice
Fourth: free veggies – red onion rings, lettuce, sliced jalapenos, long sliced pickles, tomato. Choose as many as you want.
Fifth: sauce (choose as many as you want) mustard, herb aioli, American BBQ, Big Mac special sauce, spicy smokey BBQ, truffle, mayonnaise, tomato jalapenos relish, ketchup, teriyaki
Sixth: add extras guacamole ($8),fried egg ($6), applewood roasted bacon ($8), grilled mushrooms ($6), pineapple ($6), caramalised onions ($4).
You can then switch to meal, add drinks etc. The screens here are illogical and confusing with additions my burger was $68 yet making it a meal was according to the screen only cost $60.5… Some branches of the menu tree are unavailable – no coffee /iced tea for example as part of a meal.
Payment: at the machine with octopus or a credit card, if you want to pay cash you have to fiddle around and wait a few minutes before a bill is finally printed which you can then pay at the counter.
With all the money invested, the roughly 90x30cm screen is not intuitive, fast or even logical enough that a staff member is needed to guide each customer through the process and still mistakes occur. Why with such a large screen are the food images so big that scrolling is needed – idiotic! CYT was initially rolled out in the US a year ago – that they haven’t sorted the menu trees and smooth streamed the process is not a good sign.
After paying take a seat and wait and wait…. The restaurant is full of seated people waiting and people standing with trays of ‘regular’ McDonalds getting irritated that they cant find a seat…amidst the tables of people not eating but waiting.
My burger ($83 – extra patty, meal, tomato, pepper jack cheese, bacon, long sliced pickles and BBQ sauce) served on a wooden board took 35 minutes to arrive, with cold fries. This was a typical wait time among the people I asked about their CYT experience on Saturday, the average cost of their CYT’s $70-80. The fries come in a metal ‘fryer’ basket and portion size is that of a small fries. There’s no fries size upgrade for any meal. All the meal upgrade gets you is a larger drink.
So was it any good, presentation was ok – far more care had gone into making the burger than your regular McDonalds sandwich which (at least in the Wanchai outlets) often looks like roadkill. The sandwich was warm, not hot, the bun fresh. The burger patty tasted and looked no different from the regular 1/4 pounder (a double quarter pounder costs about $2 more than a single). bc specifically asked McDonalds about the patty weight and they chose to ignore the question in their email reply. The bacon was non-existent, as was the taste of cheese. The tomato while fresh was cut so thick it overpowered the sandwich.
CYT is a pretty good burger, but not an $80 burger! At $45, yes it’s a very viable and tasty alternative to McD’s regular items if you dont mind the wait. Asking around,the consensus was that if you’re paying $70-80 for a burger you can find a much better burger in a nicer environment with faster service in many locations across Hong Kong.
Free Sliders
As it gets ready to celebrate its ‘Grand Opening’ Wanchai’s Burger Joys (42-50 Lockhart Road, Wanchai) is offering free sliders on the 21-23 July between 6-8pm. 300 each day, one per person first come first served.
News
Australia’s largest family owned winery has a new distributor in Hong Kong. Taylors who have been producing wine in the Clara Valley since 1973 are the third biggest vineyard by volume downunder and have been releasing some very well regarded wines over the last 40 years. Taylor’s new distributor for Hong Kong and China are ASC Fine Wines.
Cecconi’s have moved from Soho to a larger more airy location on the 2/F of 77 Wyndham Street (Tel: 2565 5300). There’s a new chef Michael Fox, a new menu with a slightly higher price point, a healthy buffet lunch option…
Another outlet that’s moved is Flying Pan in Wanchai, the new address is 1/F 37-39 Lockhart Road (Tel: 2528 9997), although the entrance is actually on Fenwick Street. The decor of the new location is similar to the old one but new and fresh. Hopefully the move will also freshen up the food quality which had become very average in recent years. Good reports so far.