Crowdsourcing the perfect burger

After receiving countless requests for new flavor combinations, McDonald's U.K. invited its fans (and the rest of the country) into a virtual kitchen to help create the perfect burger. Bun to bun, participants were able to build their burger using over 80 ingredients, assign it a taste "personality" and give it an inventive name. The result? Sweet Barbecue, Paprika Deluxe and many more tasty creations. Fans voted for their favorites on the My Burger website, and the creators of the top 12 burgers were invited to make their burgers with the help of McDonald's McCoaches and Chef Council. A judging panel picked the five best burgers, which will be served in 1,200 McDonald's locations across the U.K. over a five-week period in fall 2014.

Working with Razorfish and Cartelle, McDonald’s built an intuitive HTML5 site that let users build their own burgers, with millions of possible taste combinations. The site was promoted using DoubleClick and Mobile Rich Media. McDonald’s developed a simple way for people to upload their creations, vote for their favorites and share them on Twitter and Facebook.

Using 80 different ingredients, fans crafted more than 115,000 unique burgers.


Million visitors in five weeks


Minutes on average of time spent on the site