If the old saying is true - imitation is the sincerest form of flattery - well, Starbucks and Apple should be over the moon with McDonald's biggest makeover in their 50 plus years of business.
The fast-food chain is spending over one billion dollars to transform the majority of its 14,000 stores into Starbucks-like hang outs by 2015. According to their senior director of U.S. restaurant design, Max Carmona, "We're not trying to be Apple, but we can be inspired by them. When you're inside an Apple Store, you almost feel like you're inside an iPad -- and you want to stay there. We want people to walk into McDonald's and have the same feeling."
When you are inside the new look McDonald's, I guess you are supposed to feel like you are in the deep fryer or a happy meal box?
I have been watching the transformation of the McDonald's on 8th avenue and 34th.
Here is a shot I snapped on the way to the station (pardon the glare!)...You have to admit, it looks nothing like a typical MickeyDees. I am not sure it has the appeal of an Apple store, but it certainly rivals a Starbucks.
Comfortable seating, cool atmosphere, free WiFi...what more could you want?
I like the direction of the brand, as it is a huge departure from the Ronald's big red clown shoes and the mustard yellow signage...
However, I am by no means the demographic they are trying to appease. My family of six hits McDonald's once, twice, maybe three times per year...on road trips. So, my only care (if I really had a care) would be how the drive-thru will function throughout this transformation.
If McDonald's service levels, and not just their "look" can rival that of Starbucks and Apple...well then, they might really be onto something!
mj