You're thinking of Burger King's "have it your way", not McD's. Regardless, I'm not sure it's an apt comparison. McD's is dying not because they offer lots of c

You're thinking of Burger King's "have it your way", not McD's. Regardless, I'm not sure it's an apt comparison. McD's is dying not because they offer lots of choice, but rather because the food is shit and unhealthy. In-N-Out is in a similar situation, but their food just happens to be of a higher quality. When it comes to mass-customization, there's actually a lot of evidence that shows people do want more choice. You're seeing it with products like Moto X and NikeiD. Or even with what Apple is doing with the Watch. It's logistically more difficult to pull off, but it's doable online.