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McDonald's Serves Up New Store DesignsBye-bye fiberglass booths.
Spurred by the hip décor of competitors like Panera Bread Company, Starbucks and others, the No. 1 burger chain is looking to contemporize its stores.
New designs, which include comfortable seating fabrics, zoned Wi-Fi areas and dimmer lighting, have rolled out in roughly four dozen stores.
If the results look good this spring, the new design elements could become the U.S. standard, per Peter Dixon, creative director for Lippincott Mercer, New York, which created the new prototypes.
'We're in the critical stage of the project,' he said. 'We're doing the final testing and refining it.'
The new store designs are part of the chain's overall global re-imaging efforts that have included everything from updating the staff uniforms to signage in the stores.
'They're trying to be relevant. They've had the same building design for 30 years,' said Dixon.
'They're making a commitment to a quality experience versus selling toys to kids as being a driver of the traffic.
The want to de-juvenalize the look of the restaurants to make them more appealing to young adults.'
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13/1/2006 | Viewed 23,042 time(s)
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