McDonald's redesign aims for European lounge

updated 9:09 a.m. ET Nov. 24, 2009

NEW YORK - Modern Danish furniture. Flat-screen TVs. Free wi-fi.

You want fries with that?

A McDonald's in downtown Manhattan became the first in the U.S. this fall to undergo a sleek, European-style makeover similar to what McDonald's has done at thousands of outlets around in France and the United Kingdom.

The eatery 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.

"It's like a lounge," said Kimberly Burgess, one of many patrons who did a double-take after entering the newly renovated restaurant in Manhattan's Chelsea section. "It's so different from all the other McDonald's. It's beautiful."

Franchise owner Paul Hendel said customers have settled down in a restaurant not known for patrons lingering over lunch.

"We're becoming a more relevant type of restaurant for the younger crowd," he said. "They don't feel rushed. They're reading the newspaper, relaxed."

Looking to make McDonald's a 'destination'
McDonald's Corp. spokeswoman Danya Proud said that while thousands of the chain's 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 "we'll continue to evaluate" whether more might follow.

Proud said the redesign was intended "to give our customers more of a reason to make McDonald's a destination."

"People are using our restaurants differently today than they did five, 10, 20 years ago," she said. "People are multi-tasking, doing more on a given day. ... You want to be able to open your laptop, log on and get some work done while you're eating."

Proud said the that the redesigned European restaurants — along with menu items geared toward the customer base in different countries — have been responsible for McDonald's growth in Europe.

McDonald's has experienced strong sales in the U.S. during the recession, though the chain said this week that its monthly sales growth edged down in October in the U.S. European sales were up 6.4 percent for the month.

McDonald's does not release sales figures for individual restaurants.

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