Fast food giant McDonald’s is testing an innovative concept in a downtown Bangkok shopping mall, dubbed My Burger.

The company has opened a kitchen where customers can create their own burgers, mixing flavours and ingredients. It is also presenting  the concept as a premium offer, with Angus beef and Kurobuta meat on the menu.

Besides the positive publicity, the spinoff for the fast food brand is getting an invaluable insight into customer preferences which can longer term be considered for implementation into its menus.

On its Facebook page, McDonald’s describes the venture as “a new experience for customers to taste premium burgers”, loosely translated.

The 140 sqm pop up is located outdoors on the first floor of Square E in front of the Zen department store in CentralWorld. Located outside the pop up store is a complete, prefabricated building.

It is open until January 16, between 4pm and midnight daily on weekdays and from noon to midnight on weekends.