In France, McDonald's refreshes its brand with architecture and design

The chain's newest recipe for success includes making its dining experience more localized.

In recent years, McDonald's has redesigned their restaurant spaces as well as their product lines to appeal to local tastes. The company's latest effort is an attempt to return to its roots as a fast food restaurant for families. Since McDonald's profits in France are second only to those in the United States, the company has tapped Paris designer Patrick Norguet to redesign restaurants across the country and rebrand the experience of the restaurant as a place for families.

The first restaurant to undergo renovations is located outside of Toulouse. While not particularly French in appearance, the space caters to the the European preference to linger over meals, instead of grab and go a la Americans.

Patrick Norguet's design moves include a birch plywood divider that separates the space into different types of seating. A greater section has been designed for larger groups which is a move away from the emphasis on smaller groups and individuals in current US franchises.

Customized versions of the designer's "Still" chair replace hard seating, and plywood, sheet metal, concrete, and ceramic flooring take the place of the usual plastic surfaces.

The redesign also includes changes to the service model of the restaurant. In addition to ordering at the counter, customers can order from digital kiosks for the convenience of table side service, which should appeal to parents with children.

In addition to the pilot restaurant outside of Toulouse, six more restaurants are in line for McMakeovers.


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