Call it a McPlastic surgery. McDonald’s is undergoing a cosmetic change – the first in 30 years – and presenting a new, kind of airport-lounge, contempo ambience for its millions and millions of visitors to its 30,000 restaurants across the world. It’s a massive undertaking, reports Business Week, from the sheer size of the hamburger chain to the fact that thousands of franchise owners will have to pay for the redesigns themselves. Fenton is enamored of the project and is taken by the color scheme and the new, fanciful “zones” and has yellow-markered some points of interest.
• The trademark red will be muted to terra cotta and olive, and sage green will be added to the mix.
• The “linger” zone will offer comfortable armchairs, sofas, and Wi-Fi connections.
• The “grab and go” zone will feature tall counters with bar stools for customers who eat alone; plasma TVs will offer them news and weather reports.
• And in the “flexible” zone, families will have booths featuring fabric cushions with colorful patterns and flexible seating.
The spiffy new interiors will certainly be worth the trouble and expense if they distract from the food. The spokesperson for McDonald’s says, “Think iPod: clean lines, simplicity.” “Sadly,” says Fenton, “this iPodificiation comes at a time when Mr iPod himself has decided to stop Pixar Films participating in Happy Meal promotions. The same spokesperson says McDonald’s is a ‘forever young brand.’ Does that mean Ronald McDonald will start krumping soon?”
Pictured: The “linger” (at top) and other “zones” are in the plans for an updated McDonald’s