The first sentence in this article says it all:
"The future of McDonald's fast food may be slowing it down."
These people who think that McDonald's customers, or potential customers, will
"be willing to wait longer if they know it's being made for them" are delusional.
The wait time for the food was seven minutes with the USA Today reporter watching?
How long will it take in a real world situation?
And, if it's not a drive-thru product McDonald's is not going to attract millennials. As
I've written before, based on my experience with my two millennial children and their
friends, this is a drive-thru generation and is why the McDonald's drive-thru % has
increased over the past decade. You're not going to get them to come inside the
restaurant, even for a Build-A-Burger.
Unless you give the food away - which is why coupons are mentioned repeatedly in this
article. The sales numbers coming out of these test stores are going to be distorted or
falsified in the same way McCafe espresso test numbers were cooked.
McDonald's expands custom sandwich option - USA Today