Renovated McDonald’s has upscale lounge vibe
Manhattan location’s European-style interior has customers lingering
NEW YORK – Danish Modern furniture. Flat-screen TVs. Free Wi-Fi.
You want fries with that?
A McDonald’s in midtown Manhattan became the first in the U.S. this fall to undergo a sleek, European-style makeover similar to what McDonald’s has done at thousands of outlets in France and the United Kingdom.
The eatery is outfitted with outlets for plugging in laptops, upholstered vinyl chairs instead of Fiberglas seats bolted to the floor, subdued lighting and employees whose all-black uniforms suggest a hip boutique.
“It’s like a lounge,” said Kimberly Burgess, one of many patrons who did a double take after entering the newly renovated restaurant in Manhattan’s Chelsea section. “It’s so different from all the other McDonald’s. It’s beautiful.”
Franchise owner Paul Hendel said customers have settled down in a restaurant not known for patrons lingering over lunch.
“We’re becoming a more relevant type of restaurant for the younger crowd,” he said. “They don’t feel rushed. They’re reading the newspaper, relaxed.”
McDonald’s Corp. spokeswoman Danya Proud said that while thousands of the chain’s 14,000 restaurants have been updated over the last few years, the Chelsea location is the first “urban redesign” in the U.S. She said “we’ll continue to evaluate” whether more might follow.
Proud said the redesign was intended “to give our customers more of a reason to make McDonald’s a destination.”
The menu at the 186-seat Chelsea outlet is the same as any other McDonald’s. But the differences are stark. The walls are decorated with bold vertical stripes or with what looks like a zebra design but is actually French architect Philippe Avanzi’s magnified thumbprint. Tables are of different sizes to accommodate small groups or an informal business meeting – and Hendel said nearby workers have started meeting there.
Darren Tristano, executive vice president of Technomic Inc., a Chicago-based food industry consulting group, said McDonald’s franchise owners have wide discretion in how they decorate their restaurants as long as brand elements like the golden arches are present.
“There is a lot of flexibility,” he said.