The point of fast-food franchises is instant familiarity--every outlet serving the same food under the same sign in essentially the same building. But McDonald's has been messing with that paradigm, opening new restaurants that are hard to recognize as the home of Ronald and the Big Mac. Viva McDonald's recently opened on the Las Vegas Strip, tearing down a 25-year-old golden arches to rebuild a slick new restaurant. The arch is still there--at least one, anyway--stretched as a marquee above a row of 20-foot wide video screens. Inside, there's something of the Quonset hut design of a Chipotle, along with even more screens, all broadcasting McDonald's own in-house TV channel. You can even get a latte and use wi-fi!Not enough change for you? How about the McDonald's with no branding at all, not even the name. In Tokyo, the fast-food megalith has opened several small restaurants named, simply, Quarter Pounder. There's not an arch in sight--the black-and-red decor looks more like a bar or nightclub and even the wrappers are redesigned, streamlined and logo-free. However, don't get your hopes up about a chic new shame-based No-I-Am-Not-a-McDonald's: The stores are open as part of a promotion for the quarter pounder, which was not previously available in Japan.
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