The McDonald's at 235 Front St. (between Sacramento and California streets) is poised to close up shop for about 60 days this spring to undergo a major makeover. When it reopens, it will have transformed into the brand's customizable "Create Your Taste" concept, which franchisee Rodrick Foods has already launched at 441 Sutter St. in Union Square and at the Stonestown Galleria.
The restaurant will close temporarily in March or April, depending on approvals from the city, said Scott I. Rodrick, president of Rodrick Foods, which operates 11 McDonald's locations in San Francisco and another four in Northern California. The new concept will let guests design their own burger or sandwich at a touchscreen kiosk (or a regular counter, if they prefer).
Rodrick uses the Create Your Taste ordering kiosk in Union Square.
Create Your Taste is a drastic departure for the iconic burger chain, which had long ceded the "have it your way" concept to its leading competitor, Burger King. The gourmet burgers and chicken sandwiches come on fancier buns (ciabatta, a toasted artisan roll or a lettuce wrap are some of the options), with add-ons like shaved Parmesan, jalapeño peppers, guacamole and grilled mushrooms. The fancier fare boasts a higher price tag: a Create Your Taste burger averages $6, a far cry from the dollar menu.
The Create Your Taste concept has been McDonald's response to a recent downturn in business, driven by millennials who prefer the artisanal feel and build-your-own options of higher-end competitors like Chipotle.
"We have to put our best foot forward and do everything we can in the very competitive dining environment," Rodrick said. "Given the huge influx of daytime visitors from all over the Bay Area to work, it's a great opportunity for the McDonald's brand to showcase everything it’s doing to be a more modern, progressive hamburger company."
Like the Union Square location, the revamped restaurant will feature wi-fi and "plug and play" work stations throughout the dining area.
Inside the McDonald's at 441 Sutter St.
When it comes to the changeover, customers are indeed lovin' it, if Rodrick's numbers are any indication. The Create Your Taste changeover at Stonestown yielded double-digit gains in both sales and guest counts. (The Sutter Street location was brand-new when the program launched, so there's no basis for comparison.)
McDonald's already has rolled out Create Your Taste throughout Australia, and is continuing the transformation in earnest throughout all of its 14,000 locations in the United States, Rodrick said. By the end of year, he told us, all McDonald's in the state of Florida and in Manhattan will be Create Your Taste locations.
As for San Francisco, "where and when I have the space available, I’m moving to the new experience," Rodrick said. The McDonald's at 345 Bayshore Blvd. could be next, and he's assessing the 302 Potrero Ave. store as well.
