This is the first look inside McDonald’s global flagship restaurant – which has undergone a massive renovation that the chain insists has “implications far beyond” its home market of the US.
Located in the heart of New York’s Times Square, the store has been completely modernised and blends technology and hospitality to provide fast food customers with an enhanced experience.
A three-story glass curtain wall offers sweeping dining room views over one of New York’s busiest districts, while hints of gold and red celebrate the brand with a modern twist.
McDonald’s said the design “adopts a more composed and at the same time bold approach to restaurant design, creating a calm environment”.
Digital technology is at the heart of the set-up, reshaping customer interactions through models such as table service, mobile order and pay, self-order kiosks and delivery.
The 11,199 square foot building is expected to be one of the busiest McDonald’s in the US and has space for 173 seats. It features 18 digital kiosks.
Chris Kempczinski, president of McDonald’s USA, said the remodel has “brand-wide” importance and show cases the “ultimate” McDonald’s experience.
“This renovation is about making a brand statement on the biggest stage in the world. We’re showing off what McDonald’s can do… in the centre of New York City. It’s another step in changing customer perception, which puts us on the path to retain, regain and convert.”
The investment comes as McDonald’s continues to implement a modernisation plan across its estate.