McDonald's Canada is investing about $1 billion to undertake its biggest store-by-store brand transformation in the company's 44-year Canadian history.
The company is re-invigorating the look, feel and function of the majority of its more than 1,400 restaurants across the country. The objective is to create more inviting and relevant restaurants, continue menu evolution and enhance the customer experience across multiple touch points.
"This is a pivotal time for McDonald's and we're placing unwavering focus on transforming the face of our brand," said John Betts, president and CEO of McDonald's Canada. "Strong and sustained business results have put us in a unique position to make this historic investment in improving restaurant ambiance, enhancing service and supporting our continued menu evolution."
Contemporary restaurant design
New interior and exterior designs feature contemporary components. Interiors include bold, new color palettes with splashes of McDonald's traditional brand colors. Design features include prominent fireplaces, flat-screen televisions, stone and tile accents, as well as wood tones and colorful wall graphics.
Dining rooms are divided into separate eating areas for larger groups, on-the-go customers, families or individuals. Free and unlimited Wi-Fi is also available at the new units.
Exterior building lines and colors are modern, complemented by a prominent new red "blade," a central architectural element boasting the corporate logo. A hallmark of McDonald's previous exterior restaurant design - the red mansard roof - has been replaced with a flatter roof that adds to the contemporary feel.
The overall design philosophy is to allow flexibility through materials and color so that restaurants can adapt to their local community and demographics, while maintaining brand consistency.
Ongoing menu evolution and customer enhancement
McDonald's Canada's re-imaging efforts also include changes to the layout of kitchens, as well as the introduction of new restaurant equipment. Improving infrastructure is a key focus area for the company as it expands its menu offerings, such as premium salads and the McCafe line.
Additionally, the changes focus on enhancing speed and quality of service. A new front counter service platform provides seamless integration between the point-of-sale and the food preparation area, ensuring improved order accuracy and allowing for increased engagement between McDonald's crew and customers.
The addition of double-lane drive-thrus eases line-ups and speeds up overall service.
"McDonald's is changing as our customers' needs are changing and we're committed like never before to staying connected and relevant to them," Betts said. "We believe we're pulling all the right levers to remain a compelling and favorite dining destination for a growing number of Canadian customers, now and into the future."
More than half of the company's restaurants will have been re-imaged by the end of this year, with plans to have the majority of its remaining restaurants transformed by the end of 2012.
Read more about restaurant design and layout.
Check out a virtual tour of a remodeled McDonald's.
