Three weeks ago in Saratoga Springs, Utah, a new concept in McDonald's restaurants opened -- "upscale."That's right. McDonald's is testing a prototype of fresh image with a restaurant that has a cafe feel. Rather than the familiar, but gaudy I guess, Golden Arches, there's a short modern sign out front. The interior, which will feature a sage green color palette, has upholstered booths, a stone fireplace and lounge chairs.
Lounge chairs? For what? Lounging with a cup of ... Diet Coke?
Well duh, you need comfortable chairs because some of the McDonald's restaurants will have plasma screens or Wi-Fi! I am happy to see that McDonald's is changing its image, but I'm not quite sure that making McDonald's into an upscale restaurant will do anything more than make me feel even worse for eating a Big Mac and French fries in a nice atmosphere. If I'm going ghetto with fast food, I don't pay much attention to the decor anyway. Heck, I doubt I'm even inside the restaurant; I'm driving through.
3-28-2007 @11:31AM Meek Speaks said... This reeks of trying to imitate the "affordable style" persona of Target...but then again, McDonald's restaurants usually reek of something (McMuffins in the morning, McChickens in the afternoon and Big Macs in the evening - trust me. I lived behind one once...it was...quite unlivable actually). I admire that they're trying to fix their branded experience, but at the same time, it just feels to me that concepts like this stray too far from the essence of what McD's is.
I know a couple years ago Jack in the Box tested a new upscale concept called JBX (you can figure that part out I'm sure). It just couldn't get a critical mass and was shelved as far as I know.
Perhaps consumer testing has told the folks at McDonald's that fast-casual restaurants where you can sit down and have a bit of atmosphere are where our beloved 'soccer mom' wants to take her kids on the way home from practice as opposed to a typical fast-food spot.
You know that sense you get that your car runs better after you wash it? Perhaps the food seems better at McDonald's if the interior environment is enhanced...perhaps not though.
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3-28-2007 @11:44AM Adam said... This really isn't that new of an idea for McD's There are multiple locations just like this with the flat screen TVs and big comfy chairs.
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3-28-2007 @12:11PM R. Cabell said... This isn't new -- all of the McDonald's in Fort Collins, Colorado have had this style for several years now; although I do believe that they were one of the original test markets.
I've also seen a smaller McCafe (coffee bar / cafe style) format in Auckland, New Zealand.
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3-28-2007 @12:55PM calamari said... McCafe has been test-marketing for YEARS. There's one somewhere around Palo Alto in California. These are also the McD's with the fancy coffee.
I can sort of see this as a community hang-out in the kind of town where there aren't a whole lot of options, but in a city, why bother?
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3-28-2007 @3:43PM Rick Dobbs said... Anyone who's a parent and is *forced* to go inside by their little sidekicks will absolutely love the ability to be able to be in a place that is comfortable as the kids romp through playland, assuming they do a hybrid.
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3-28-2007 @7:27PM Marcy said... yes we have one of these as well, fireplace and all.
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3-29-2007 @12:52AM thewinchester said... Nope, Australia can lay claim to the inspiration for these new designs being deployed in the US. They've been performing massive upgrades to Australian restaurants over the last 18 months to bring new style and class to the place, but mainly to bring a better atmosphere and comfort levels to the place.
I personally find McD's a more inviting place to visit because of the changes, but i'm still not going to go into there just because they've spent some money on new leather couches and decent seats.
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3-29-2007 @9:26AM Shad Genki said... Remember that movie Demolition Man, where they went to Taco Bell because it was the only restaurant to survive the 'franchise wars', so now all restaurants are Taco Bell? Yeah, it's like that.
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3-29-2007 @10:59PM Heyzeus said... Jack in the Box had a location in a Hillcrest, CA (San Diego) that was very similar to this upscale McD. The name for this JITB was actually JBX.
It was definitely a test in JITB's hometown, but the Hillcrest location now goes by Jack in the Box these days.
I never ordered any food from JBX, so I'm not sure if the menu was any different.
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3-31-2007 @8:06PM Cyndy said... can you imagine having to clean those pretty yellow and sage green chairs after the kids have spilled and smeared ketchup all over them?? besides that.. who would want to sit on them after something like that???
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3-31-2007 @8:30PM jon said... is this supposed to make us feel better about getting fatter in their restuarants?
I think they should be banned their food is terrible and its making us fat and other nations fat. and I'm not some health nut....I'm not thin, I'm just tired of america being known as the fat country.
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3-31-2007 @8:51PM Deirdre Hartman said... What ever happened to the McDiner's of 4 years ago? Oh, I believe that they tanked!
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3-31-2007 @9:08PM Amanda said... Actually, we have had our McDonald's up here in Anchorage AK look like this for the past few years. The wireless internet is cool too.
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4-21-2007 @5:40PM Deanna said... If McDonalds is trying to find out if this new idea will really work. They should put one in Los Angeles CA. Where the population is greater, not UTAH.
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3-31-2007 @9:27PM KS said... This really isn't that new. I live in the Columbus area & alot of the McD's here already have that. I like it, it seems more relaxed & not all hussle/bussle like. Now they need to make there menu more healthy & do what Wendy's does...add a option instead of fries.
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3-31-2007 @9:34PM abbie said... Hmm.....upholstered booths...obviously McD's hasn't seen the ketchup smears my 2 yr old and 4 yr old get on my kitchen chairs...well alone on a upholstered piece of furniture...and a fireplace...can you say SUE CITY when some kid gets burnt on it????...I guess they forgot the hot coffee suit....I ate ONCE at a McDiner..ONCE.....food sucked..the menu was different from a regular mcd's...and the service was lousy...
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4-21-2007 @5:33PM Deanna said... All you fat people want to blame everyone else why you can't lose weight. You could eat at McDee's every day just as long as you get off your fat #%$ and do something. Nobody is making you fat. Just look in the mirror,you are responsible for what you put in your mouth, not McDonalds.
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3-31-2007 @9:53PM mamcck said... Better put a time limit on interior eating so people will move on,so others can sit and eat.
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3-31-2007 @10:02PM Jamie said... I too have these McDonald's in my town. Makes me less likely to go there. I long for the old days when McDonald's was for parents with young kids who could burn some of the Happy Meal calories in a fun, safe, playland. Now some have those dumb plastic tubes and most have done away with anything fun for the kids period. And worse yet, some have video games... that's what the world needs, more fat kids playing video games. I do not think kids should eat there all the time, but as a kid I enjoyed going with my family every once in awhile. I used to be so jealous of all the kids who got to have their birthday parties there. Oh, those were the good ol days.
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3-31-2007 @10:05PM jen said... we've got some of those here in raleigh. i really like them. they have a play area still for the kids & its nice to go there & let them play & i don't have to get oatmeal brain for an hour. i can relax, drink some hot tea & watch the news. :)
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