Wednesday, December 19, 2012

Fast Food Restaurant Design Goes Upscale

A newly remodeled Burger King in Glendale. (Al Seib, Los Angeles Times)
Hunter Communications recommended reading from:
Los Angeles Times

Link to article:
Fast-Food Eateries Cooking Up Fresh Looks

After trying to stay current with health-conscious menus and social media technology, now fast food outlets in the US are trying a visual rebranding by ditching bright colored plastic interiors for upscale furnishings that invite diners to stay and enjoy their meals. A few successful experiments in McDonalds, Burger King, and Panda Express have spearheaded a wider wave of upgrades.

Excerpt: " In a tough economy, picky consumers are being selective about where they spend their cash. Many tired outlets are losing sales to flashier competitors, experts said, forcing them to spruce up or lose out.

Taco Bell is testing eateries, including one in Redwood City, Calif., that glow purple at night to attract the bar crowd. At some McDonald's, customers nosh on dollar-menu items while watching televisions from sofa-like faux leather chairs.

A newly remodeled Burger King in Glendale boasts glossy red walls, matte-black furniture and recessed alcoves, evoking a Las Vegas club. Giant photos of luscious food are framed to look like art. A curved, raised bar faces a flat-screen television tuned to celebrity-focused TMZ.

McDonald's was one of the first to try something different, refurbishing a New York City outlet three years ago with Danish Modern furniture, flat-screen TVs and free Wi-Fi, along with tables and outlets for working customers."

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