McDonald's place- and people-oriented facelift

Chicago's two-story McDonald's, from Unfinished Journeys blog

Blair Kamin writing for the Chicago Tribune spent some time analyzing McDonald's latest attempt to dig its way out of a financial slump: by re-branding its outlets in a way that caters to the actual ways people like to use the golden arch's space.

There will be three zones: the fast zone, the social zone, and the hangout zone. Come to think of it, the McDonald's in Greenpoint Brooklyn was filled with seniors catching up with one another every week day. On the weekends, they might take their grandchildren there for some play time and a treat. This is in addition to the straightforward fast food customers, of course. Kids hang out in London's McDonald's and in Taiwan, kids study at McDonald's.

Good for McDonald's for making iconic outlets in sprawl a bit more palatable - on the inside, anyway. But what's happening around the McDonald's - how are the drive-ins and exits impacting the streets? How about how far people have to drive to get there? I say McDonald's should tie its rebranding to a town's rebranding effort, and coordinate the people- and place-orientation from the outside in.

Late edit: Check out the agency perspective on McDonald's upgrade.