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McDonald's intros more contemporary designs
November 19, 2009
McDonald's continues to focus on its in-store experience with its selection of contemporary store designs. The latest design in the United States, located in a downtown Manhattan unit, is one inspired by its successful European-style store model, according to a story on MSNBC.com.
From MSNBC.com:
The eatery is outfitted with outlets for plugging in laptops, upholstered vinyl chairs instead of Fiberglas seats bolted to the floor, subdued lighting and employees whose all-black uniforms suggest a hip boutique."It's like a lounge," said Kimberly Burgess, one of many patrons who did a double-take after entering the newly renovated restaurant in Manhattan's Chelsea section. "It's so different from all the other McDonald's. It's beautiful."
McDonald's Corp. spokeswoman Danya Proud the location is the first U.S. "urban redesign," a model the company will continue to test.
More from the story:
Proud said that the redesigned European restaurants — along with menu items geared toward the customer base in different countries — have been responsible for McDonald's growth in Europe.
Focus on dining in
McDonald's has been reimaging its stores for the past several years, and its new U.S. design reflects an even more contemporary look with an intent to keep customers lingering in the store. A Burnsville, Minn., store undergoing a rebuild is an example of the chain's Simply Modern design.
The newly designed store will feature a variety of seating options supplied by Midwest-based Interior Systems Inc. Seating areas include sleek chairs and tables around the perimeter of the store, an expansive bar-height table situated near a large flat-panel TV and cozy "lounging banquette" areas. Burnsville landmarks and imagery are featured on custom black and white wall graphics and translucent panels throughout the space.
The store will be complete before year-end.
The McDonald's urban and modern remodels — and the recent 20/20 model introduced by Burger King — are signs that quick-service chains are continuing to improve customer experience to house their emphasis on premium food items to accomodate evolving consumer tastes and to compete with the rising fast casual segment.
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