McD's needs to realize what it is, and what it is not. McD's is anything but premium. You can offer all the premium stuff you want, but you'll never ditch the decades of the image of ..well..McD's. McDs has been the place for happy meals, the place where teenagers with change go to hang out and get a burger. Its that place you drive through to get a squashed burger and greezzy fries and a large coke. It is not where you go for a petite salad with baby lettuces and fansy schmancy dressings based upon blueberries.
That is not to suggest that McD's is a failure, or disgusting. Everyone likes to bash mcd's but I am sure that 100% of those people have at least one item that they like there, and chances are it's not the salads. The reason that McD's still exists is not because of the healthy ingredients, the cool factor, or premium products. People like junk food, and they like it fast when they want it. They like it because at some point when they were young they enjoyed going there. Slinging fast junk food and appealing to kids is the bread and butter of McD's. If they want to open up the starbucks of burgers, pretentious, over priced, and slow as can be, they should open a different joint altogether. That way those that want McBucks can go there and get their premium nonsense while those that just want a quick bite or a happy meal for the kids can go to mcdonalds and quickly get in and out.
Most people don't know what they want until they get to the front of the line. The idea of giving everyone a chance to create something all their own is just nonsense. It is even more nonsense to believe that mcdonalds is going to somehow execute the orders properly. It can be hard enough to get them to give out some damn catchup packets when asked, 3 times. If you cannot count to 5 then you cannot execute complicated burger orders in a timely fashion.
There are places that have a wide range of ingredients that they can toss onto your burger such as Five Guys, but they are going to charge you significantly more and take up much more time then a mcdonalds for a bigmac.