McDonald’s Flagship Showcases “Experience of the Future”

 

 

McDonald’s has revealed its latest flagship concept, and it looks nothing like we have seen before.

 

That, of course, is precisely the point.

 

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The famous Golden Arches become more background than ever before: in the main dining hall, a more shorthand version appears on a back wall.

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The 19,000-square foot restaurant in Chicago, Illinois resembles more than a passing resemblance to a late-model Apple flagship, a criticism by some of unoriginality, but then, who hasn’t already tried to imitate Apple’s iconic architecture?

 

 

From Apple to Arches: if you didn’t see McDonald’s iconic Golden Arches, you might think the flagship was an Apple store. Inside, an entirely different fast-food experience.

 

Besides that,  the heart of the project is a bold proposition: it’s the the fast-food giant’s way of saying, “we want to be a ‘Third Place‘” – the term coined by sociologist Ray Oldenberg in 1989 which posited that great communities include neutral spaces for gathering that are not home or work.

 

The restaurant includes not only self-order kiosks but also table service, mobile ordering, payment, and delivery.

 

McDonald’s calls it their “Experience of the Future,” designed to put the brand squarely in the realm of technology and convenience.

 

It’s a concept roll-out that has begun to be standard for about 5,000 “experience” restaurants, with a plan to convert nearly all locations by 2020.

 

 

The new flagship boasts a host of sustainable assets such as LED lighting, green walls, floating gardens, and interiors that are less about “fast” and more about community.

In a play to reimagine fast-food service, the brand is employing “Guest experience leaders” who cruise through the space ensuring that the park areas and plazas are tidy and (most likely) free of homeless people.

 

A separate McCafe offers a newly robust offer of baked goods. The famous Golden Arches become more background than ever before: in the main dining hall, a more shorthand version appears on a back wall. One can barely tell it is a McDonald’s at all.

 

More than likely, however, McDonald’s will continue to be about “fast” and “convenient” with stores that act as interactive “billboards” for promoting the company’s new commitment to sustainability and health – two words not generally associated with McDonald’s.

 

With the Chicago flagship, firm of record Ross Barney Architects added energy-efficient kitchens and HVAC, a “living” roof and floating garden, solar panels, and over 70 trees to its outdoor park-like spaces.

 

While this is the most high-profile reimagined fast-food store, others are following suit: Dunkin Donuts has moved into mobile apps and drive-thrus, while Chipotle has partnered with DoorDash for delivery and online ordering.

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