NEW YORK – Danish Modern furniture. Flat-screen TVs. Free Wi-Fi.
You want fries with that?
A McDonalds in midtown Manhattan became the first in the U.S. this fall to undergo a sleek, European-style makeover similar to what McDonalds has done at thousands of outlets in France and the United Kingdom.
The restaurant is outfitted with outlets for plugging in laptops, upholstered vinyl chairs instead of Fiberglas seats bolted to the floor, subdued lighting and employees whose all-black uniforms suggest a hip boutique.
Its like a lounge, said Kimberly Burgess, one of many patrons who did a double take after entering the newly renovated restaurant in Manhattans Chelsea section. Its so different from all the other McDonalds. Its beautiful.
Franchise owner Paul Hendel said customers have settled down in a restaurant not known for patrons lingering over lunch.
Were becoming a more relevant type of restaurant for the younger crowd, he said. They dont feel rushed. Theyre reading the newspaper, relaxed.
McDonalds Corp. spokeswoman Danya Proud said that while thousands of the chains 14,000 restaurants have been updated over the last few years, the Chelsea location is the first urban redesign in the U.S. She said well continue to evaluate whether more might follow.
Proud said the redesign was intended to give our customers more of a reason to make McDonalds a destination.
People are using our restaurants differently today than they did five, 10, 20 years ago, she said. People are multitasking, doing more on a given day. You want to be able to open your laptop, log on and get some work done while youre eating.
Proud said the redesigned European restaurants – along with menu items geared toward the customer base in different countries – have been responsible for McDonalds growth in Europe.
McDonalds has experienced strong sales in the U.S. during the recession, though the chain said this week that its monthly U.S. sales growth edged down in October. European sales were up 6.4 percent for the month.
McDonalds does not release sales figures for individual restaurants.
The menu at the 186-seat Chelsea outlet is the same as any other McDonalds. But the differences are stark. The walls are decorated with bold vertical stripes or with what looks like a zebra design but is actually French architect Philippe Avanzis magnified thumbprint. Tables are of different sizes to accommodate small groups or an informal business meeting – and Hendel said nearby workers have started meeting there.