Next year, McDonald's will launch its first total makeover campaign since the Carter administration, allocating $2.4 billion to redo at least 400 domestic outposts, refurbish 1,600 restaurants abroad, and build another 1,000. The company's European and Asia-Pacific regions have already seen success with the new styles: Second-quarter sales in Europe, for example, were up 5.2% year over year, an uptick the company credits in large part to revamped stores. Over the past two years, Weil has tested modern renovations throughout the United States, in such varied locales as Manhattan, Los Angeles, and Kearney, Missouri. In July, the company reported a 6% to 7% sales jump at U.S. stores that had been redesigned. Weil adds that when McDonald's puts enough refurbished stores in a market, customers alter their perception of the brand: The new look even makes them more likely to try new menu items.
"People eat with their eyes first," says president and COO Don Thompson. "If you have a restaurant that is appealing, contemporary, and relevant both from the street and interior, the food tastes better."
via
Fast Company
Would you eat McD's more if your McD's store was modern?
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