Article

Sweet sophistication

QSRs are updating their image to target a new kind of consumer.

January 17, 2007 by Valerie Killifer — senior editor, NetWorld Alliance

Walk into any Arby's or McDonald's these days and you will likely be greeted by an unusual sight. Gone are the shiny plastic seats and fluorescent lights, replaced instead by tasteful fixtures and warm fabrics in hues of rust, brown and red.

 

It seems quick-service restaurants are catching on. In an effort to appeal to a more sophisticated audience QSRs across the board are updating their image.

 

Oak Brook, Ill.-based McDonald's Corp. launched their reimaging campaign in 2003. The chain was looking for a way to capture a larger market share, not by building new restaurants but by growing the business through existing locations.

 

McDonald's worked with franchisees — who own about 85 percent of the chain's approximately13,700 locations — and a team of architects, restaurant developers and designers on the color scheme, design and technological elements of the revamped locations.

 

The interior and/or exterior design elements of each location vary market to market, but the overall theme remains the same: making McDonald's more relevant and more contemporary to better serve its customers.

 

McDonald's spokeswoman Danya Proud said the chain wanted to adapt to the changing lifestyles and tech-savviness of customers, and provide a different experience for in-store guests.

 

"People are going to use the drive thru, but they're looking for a different experience when they choose to dine out of home," Proud said.

 

So far, about 6,000 restaurant locations in the United States have been remodeled or rebuilt in accordance with the chain's reimaging framework. That framework includes the use of exterior building materials and interior design relevant to the store's location and demographic. Many of the restaurants also feature WiFi and any number of plasma or LCD-based flat-panel televisions.

 

Although possibly the first to launch such an aggressive reimaging campaign, McDonald's certainly isn't alone.

 

In November, Canton, R.I.-based Dunkin' Donuts launched a prototype store in Pawtucket, R.I., that included softer hues of brown and tan, and the company's signature orange and pink. The store features a fix-your-own coffee station where customers can add their milk and sugar, paper lined coffee cups and redesigned merchandise.

 

The prototype will play a big part in the chain's push to open 15,000 U.S.-based stores by 2020. So far, the store has opened two additional locations, in Nashville, Tenn., and Euclid, Ohio, touting the new store design and enhanced menu offerings. 

 

If the food fits

 

Ernesto Miranda, senior project designer with Dallas-based Vision 360, said clients are attracted to warm tones rather than offensive, in-your-face colors.

 

"If you're in Denver, and you're in four feet of snow, (loud colors) are not going to make you feel warm," he said. "Color influences so much of a person's decision. We really look at the palates of the food ... it's almost as if the restaurant is designed around the food, which is really what you want."

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Innovations in synthetics, such as plastic, vinyl and PVC, also have made it easier and cheaper for QSRs to cover seats in softer materials, or in materials designed to resemble cowhide. However, many QSR-customers don't walk into a location and notice the décor. "But what they do notice is does it feel comfortable, and that adds to (the experience) in a subconscious way," Miranda said.

 

He added that some franchises even include a clause in their contract that franchisees must update their stores every six years. "Six years gives you a nice turnaround on trends," he said. "Updating colors, deeper or lighter, would definitely make a difference and refresh a particular establishment."

 

One setback for the fast-food industry is more sophisticated décor doesn't necessarily mean healthier products.

 

"I think eventually McDonald's and others will be forced to change some of their window offerings," Miranda said. "Right now a lot of them are touting their salads, but if you're looking at some of the food inside the salads it doesn't save on calories."

 

But, McDonald's is still riding a wave of success since the launch of their salad items.

 

"We very successfully contemporized our menu," Proud said. "As we've done that, we've provided a restaurant experience to meet the expectations of customers. It's an investment in our business and an investment in our customers. Our customer's lifestyles have changed, their needs have changed and what they come to us for has changed over the years."

 

Dunkin' Donuts also is expanding their menu items as they launch redesigned stores and try to appeal to a more health-conscious clientele.

 

In April they introduced a new yogurt smoothie, and each prototype location includes a section of warm baked goods that include muffins, croissants and gourmet cookies; personal-sized pizza; and made-to-order sandwiches.

 

Dunkin' Donuts is staying true to its original concept, but the company hopes that with a rejuvenated look and additional menu offerings, they will be able to hold strong for the next 15 or more years.