ProvidenceProwl: McDonald’s Corp. launches nationwide makeover

• McDonald’s will remodel and upgrade all United States stores by 2015.

• Remodeled stores will add additional drive-through windows, eliminate fluorescent lighting and feature leather chairs and flat screen televisions.

• Company officials hope the upgrades will boost annual per restaurant $3.1 million from $2.3 million.

By Declan Tidd

The international fast food chain McDonald’s announced last month it will be “McRemodeling”, as the company puts it, all of their stores in the United States. The company’s hopes are to have the restaurants upgraded by 2015. This will be the biggest nationwide store upgrade in McDonald’s 56-year history.

The Senior Vice President of Domestic Restaurant Development, Jim Carras, says that “it is important to change with the times,” according to USA today. He goes on to say that if a store is upgraded, then there will be more customers due to a more welcoming atmosphere. The fast food chain is reportedly hoping to pull away from the current competition, like Burger King or Wendy’s. The McDonald’s upgrade follows Starbucks’ move to remodel stores in an effort to “edge out” the competition.

The 14,000 American stores will undergo changes like doubling the amount of drive through windows and eliminating fluorescent lighting. The typical red and yellow colors will be replaced with more “earthy” colors. Leather chairs will replace the plastic chairs that are attached to the table, which will be changed from fiberglass to wood. Roofs will be changed from bright red pointed roofs to an even shape. Flat screen televisions will also be added to most stores.

Junior Rodney Jackson says, “People love to eat at McDonald’s because it’s fast and the food actually tastes good. Hopefully the store upgrades will help out.”

Last year, McDonald’s changed 280 stores in different ways, looking for one that profited the most. Due to the success (double digit sales increase) and high customer approval rate, the Tampa Bay model was chosen as the store to base all remodels off of. The European versions of the stores also resemble the new stores.

“This is a big risk for McDonald’s. If customers don’t particularly like the upgrades, or find them unimportant, then it’s just a big waste of money for the company,” says sophomore Andrew Chafin.

Eight-hundred stores are expected to be changed by the end of the year. The corporation is spending over $1 billion dollars on the project. Some stores could cost $100,000 for the full upgrade.

McDonald’s is no longer focused on getting customers fed and then getting them out. These store upgrades, along with the Wi-Fi each store provides, are more welcoming for customers to dine in.

Company officials are hoping that the upgrades will boost annual sales per restaurant to $3.1 million from $2.3 million, or by $11.2 billion across all McDonald’s stores within five years.

In addition to cosmetic changes, the corporations famous “Ronald McDonald” is under fire. Many children’s health groups are demanding the retirement because he “markets junk food” to minors.  In an open letter to the CEO, Jim Skinner, over 550 health professionals are asking for the mascot’s retirement. McDonald’s stands by Ronald McDonald, by saying that their Happy Meals offer a wide variety of choices, including fruits and vegetables.