What phrases come to mind when you envision “McDonald’s?” Ronald McDonald, a Happy Meal or “I’m lovin’ it?” How about “visually appealing” or “chic?” That may be changing in select U.S. area franchises.
Recently, select New York City locations of the popular fast-food chain have been upgraded to welcome guests to sit in egg chairs, eat at wider tables and enjoy art deco panels. The franchisees of these New York City-based restaurants, in addition to McDonald’s corporate officials, decided to adopt the idea of a new, more fashion-forward restaurant after visiting a model created by a French interior designer in Europe.
According to a recent article on www.portfolio.com, experts who study the impact of design on consumer decisions report that restaurant developers need to consider the creation of environments that offer “experiential dining.” As more options pop up, it may be that McDonald’s corporate leaders are trying to attract a more “sophisticated” consumer, who in past years, may have walked past most fast food options. In the article, Cornell University’s Stephani K.A. Robson says the new look at McDonald’s is part of an emerging trend, one in which fast food and large chain restaurants have begun to evaluate their market share and update their physical appearance. But will this help them sell more burgers?
Experts say that many consumers do not decide where they will eat until they walk down the street or drive around the block, so making a fast food joint or similar restaurant more visually appealing is becoming more crucial. This resonates with me—I’m always making last-minute dining choices when I’m by myself on a break from work.
These days, I only stop at McDonald’s (or other similar chains) if I’m in a rush and there isn’t a more healthy option nearby. My lifestyle today is more geared toward what I perceive as “healthy food” and an enjoyable atmosphere. For example, Panera Bread has experienced tremendous success over the years due to their constantly updated “healthy” menu and stay-as-long-as-you-like ambiance.
Perhaps, with McDonald’s recent design initiative, consumers will be inspired to stop in and stay for a while. It will be interesting to see how this developing trend will play out, and if the experts are right from a marketing and overall brand perspective.