Brilio.net/en - Its time for an upgrade. Thats what the CEOs of global fast food giant McDonalds are thinking. 60 years into one of the largest companies around and its time for a new look that would shed the fluorescent lights and bolted red and yellow cushioned chairs that are associated with the Golden Arches. Its a dated cafeteria look that simply isnt inviting anymore so little so that 70% of McDonads revenue in the US comes from drive-through purchases. Perhaps, with a little modern and inviting design, the franchise could bring customers back in.
McDonald's new "Wood & Stone" look. McDonald's
Its a costly and risky business move for a company that has founded itself on the cafeteria style dining experience. But with sales steadily decreasing over the past few years to due high competition of fast food restaurants, its time for a change.
In recent years McDonalds has unveiled some modern touches, such as redesigning their boxes, bags and cups and offering kale in some locations. But the design move would push McDonalds into the 21st century. Max Carmona, McDonalds senior director of U.S. restaurant design stated: Weve moved away from a cafeteria feel to a more comfortable, and in some ways, more intimate restaurant. As of late 2015, only 20% of the 14,300 U.S. locations had been remodeled. The coming year hopes to see significantly more locations modernized.
McDonald's
The design work is a conjoined effort of international design firms such as Gensler (US), UXUS (the Netherlands), and Juicy (Australia). Internationally some of the designs may look familiar as they have already been incorporated into the design in international locations such as Australia and Canada.
Historically design upgrades have boosted sales by 6% - 7%. Carmona is eager to shed McDonalds old skin and create an experience of the future.
Contributor: Ivana Lucic