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This post is part of the On the Margin blog.
It only took about a year, but I finally made it to one of McDonald's Create Your Taste restaurants, in New York City, last week. I thought the food was great, like many others, but not quite everybody. Service, too.
And now, perhaps, I get it.
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Create Your Taste is McDonald's customization platform. The idea is to give consumers with a little more time a better experience. They go in, order their meals via kiosk, and pick their burger or chicken patty, buns and toppings. A worker delivers the meal to the table. The burger is better, the service is better and the price is higher.
There's no question that McDonald's is moving...