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Now is the time in McDonald’s when we dance …
McDonald’s — as American as apple pie and baseball — is now a bigger hit in Europe than in the United States.
Europe is now the fast-food chain’s largest region by revenues, despite having roughly one-quarter the number of outlets as the United States. Last year revenues topped $8.9 billion in Europe, compared with $7.9 billion in the states.
In the face of European disdain for fast food, how does McDonald’s attract so many European customers? With a major makeover that would make even Madonna proud.
According to Germany’s Der Spiegel, the transformation has been dramatic. “The bold red-and-yellow plastic signage has been replaced by muted facades in dark olive and yellow, and the 1970s-style interiors have given way to more elegant spaces. Retro plastic and Formica fittings are gone, supplanted by wood, leather, and stainless steel. Many outlets are even kitted out with wireless Internet connections and ‘egg’ chairs designed by Danish architect Arne Jacobsen.”
Even the old Ronald McDonald play areas have gotten a serious redesign. Relabeled as Ronald Gym Clubs, the focus is on getting kids fit. Set up in a separate building adjacent to the restaurant, these mini-gyms offer everything from stationary bicycles on which kids can race one another to climbing walls and basketball hoops.
The redesigns have proved so successful that McDonald’s is considering importing them to the United States.
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