Posted by: shoji | August 25, 2007

Reimaging McDonald’s

McD’s is moving to upscale decor in Europe. Interesting that the changes are not as prominent in the USA because of our difference in food culture.

clipped from www.nytimes.com
Sophisticated? McDonald’s?

The Golden Arches are going upscale. Aiming to create a more relaxed experience in a sophisticated atmosphere, McDonald’s is replacing bolted-down plastic yellow-and-white furniture with lime-green designer chairs and dark leather upholstery. It is the restaurant chain’s biggest overhaul in more than 20 years and, with its franchisees, it plans to spend more than 600 million euros ($828 million), remodeling 1,280 European restaurants by the end of this year.

The changes are more than cosmetic. McDonald’s is introducing healthier foods and items that cater to regional tastes, like caff� lattes. Hoping to attract more young adults and professionals, in addition to its core customer base of children, the chain is also adding amenities like Internet access and rental iPods.

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