McDonald's has been focusing on improving its dine-in experience for several years, beginning with an upscale redesign effort launched in 2006. Now the chain is doing more to entice customers to sit and sip its McCafe line of espresso-based coffees by dropping the Wi-Fi access fee in its U.S. stores, according to the Chicago Sun-Times.
For several years, participating U.S. stores had been offering Internet service for a $2.95 fee for two hours. Media outlets, including The Sun-Times, interpret the offering as another competitive move against Starbucks.
From The Sun-Times:
McDonald's is looking to create more of a coffee lounge atmosphere at its stores.Starbucks Coffee Co., which charges $3.99 for two hours of Internet access, has about 11,000 U.S. locations.
Other examples of McDonald's improved in-store experience include:
- The opening of coffeehouse-like restaurant in downtown Manhattan, modeled after a successful European design
- New store models that reflect more contemporary and urban designs, including the Simply Modern option
- A new Musical PlayPlace that incorporates musical cause and-effect activities in an interactive play area for children
