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October 16, 2024
Has McDonald’s Store Design and Layout Become Too ‘Sterile’?
Over the last few years, there have been a growing number of posts on social media platforms criticizing the evolving store design and layout of McDonald’s locations.
One such thread on Reddit from earlier this year discussed how modern McDonald’s locations are starting to feel too “sterile,” like a hospital cafeteria.
One commenter said, “McDonald’s no longer wants people inside their restaurants. They have done everything they can, including removing the soft drink machines, to make you not want to eat inside.” Another added, “Ours moved away from the kid friendly design long before the pandemic. Shifted more to a cafe style look almost as if they were trying to be more trendy and adult focused.”
In 2021 on a message board called NeoGAF, customers were already noticing and commenting on this sterile transformation. The thread began with a user sharing an opinion on how McDonald’s looks too “iPhone-y.” They stated, “Over the years, I’ve noticed that the general presentation of McDonald’s, from the branding style, menu design, and interior of the stores has started to feel less and less like a restaurant, and more akin to an Apple store.” They went on to explain that the presentation actually makes the food look less appetizing.
This transformation has been happening over the past few years, with Vox releasing an article in 2021 about “why McDonald’s looks sleek and boring now.”
The article explains that McDonald’s has shifted toward a more standardized design, trading its iconic, colorful look for muted tones and boxy structures. This change reflects a broader trend in the fast-food industry, influenced by the rise of fast-casual restaurants like Chipotle, which prioritize a more subdued aesthetic.
As the brand moves away from its whimsical origins, featuring characters like Ronald McDonald, some critics argue that McDonald’s has sacrificed its unique identity. This evolution aims to appeal to modern consumers but has led to a more generic appearance that lacks the memorable charm of its earlier locations.
In McDonald’s defense, the company announced early last year that it was shifting to a new store layout design philosophy.
Nika Samedova and Silke Korporal are driving a transformation in McDonald’s restaurant design, emphasizing modernity, sustainability, and customer experience.
Silke, as McDonald’s lead for global design standards, integrates practical insights from her early experience as a crew member to create layouts that enhance employee efficiency. She has successfully introduced self-order kiosks and table service, promoting a more relaxed dining atmosphere. Silke also prioritizes sustainability by sourcing eco-friendly materials and improving building efficiencies.
Nika, the global restaurant design lead, focuses on developing engaging environments for families, reimagining play areas to enhance the overall experience. Her designs aim to make McDonald’s spaces feel inviting and comfortable, fostering cheerful gatherings.
McDonald’s stated in the announcement that, together, Nika and Silke challenge traditional design norms, aiming to create modern, welcoming spaces that resonate with today’s consumers while remaining true to the brand’s heritage.
In August, Fast Company released an analysis of McDonald’s locations that highlighted significant variations in interior design across the top-rated restaurants in the U.S.
After assessing Google Maps reviews of all McDonald’s locations across the country, the outlet created a list of the best and worst restaurants. Leading the “best” list is the McDonald’s at 2130 Main St. in Eagle Pass, Texas, which boasts a stunning interior that customers describe as spacious and well-designed. A standout feature is an ordering machine that allows patrons to skip interacting with staff, enhancing the dining experience.
Tying for second place are two uniquely designed locations. The McDonald’s at 720 Imperial Ave. in Calexico, California, is praised for its efficient drive-thru service, but it is the interior that captures attention with its modern aesthetic, creating a pleasant atmosphere for diners. Meanwhile, the McDonald’s Mansion at 2045 Jericho Turnpike in New Hyde Park, New York, features elegant design elements thanks to its conversion from an old house, complete with bay windows and an upstairs balcony.
Lastly, the McDonald’s at 10207 Lakewood Blvd. in Downey, California, while primarily known for its historical significance, also offers a nostalgic decor that includes a mini-museum, making it a unique dining destination.
These top locations illustrate how interior design can significantly enhance the customer experience at McDonald’s.
Discussion Questions
How does the move toward minimalistic design in fast-food restaurants like McDonald’s affect customer perceptions of brand identity and nostalgia?
What impact do modern elements, such as self-order kiosks and sustainable materials, have on the traditional dining experience and consumer loyalty in the fast-food industry?
Given the criticisms of sterile and generic interiors, what strategies can brands use to balance contemporary aesthetics with the warmth and familiarity rooted in their history?
Poll
Loading …BrainTrust
David Spear
President, Retail, OrderlyMeds
Richard J. George, Ph.D.
Professor of Food Marketing, Haub School of Business, Saint Joseph's University
Dick Seesel
Principal, Retailing In Focus LLC
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McDonald’s restaurants are variable. Newer ones have pleasant designs both inside and outside. They’re also more functional in terms of having areas for delivery couriers and better touchscreen placement. Some older stores could do with refurbishment and modernization. All that said, all of this is relative. This is McDonald’s, not some high-end dining experience, so no one is going to invest to create some kind of Disney type wonder-world.
Agreed. And I don’t miss the weird McDonalds characters…!
Yes, some of those were downright creepy!
I still have Grimace nightmares.
Well, he did start out as the Evil Grimace!
The new McDonald’s warehouse design is way too sterile, to the point where it barely has any identity left.
There have been studies that indicate millennials prefer generic “designs” with gray concrete floors and colorless walls, and even department stores that once had beautiful, tiled floors have switched to warehouse concrete floors.
Nevertheless, I miss the days when fast food restaurants each had their own gawdy character. There were bright luminous golden arches on McDonald’s that lit the streets and highways, and instantly made people smell a cheeseburger. The gaudiness was identity, branding, and character.
Apart from its possible appeal to millennials, I simply don’t get it.
Wait, so the company that became famous for everything (food, stores, packaging) being the same everywhere, to the point that almost anything sterile and the same got a “Mc” in front of it, like “McMansions” is now being criticized as too sterile? Oy vey, who goes to McDonald’s for the atmosphere?
One of the immutable laws of branding is that ‘everything communicates’. So, how can a non-descript, warehouse style box with zero character on the outside be inviting? It can’t and it sounds like McDonald’s leadership understand the issue and are taking steps to correct it. Kudos to them. I’ve never visited the top rated locations listed in the article, but they sound like incredible historical sites loaded with unique character. Obviously, these are one-off’s, but the remaining 13,000+ stores in the US need a blend of past, present and future that weaves the proud tradition of the franchise into an efficient, high quality operation that surpasses individual expectations.
I was in a local McDonald’s not long ago, a longstanding location that recently received a “refresh” to the new prototype inside and out. “Sterile” may not be the right word, but the interior has all the charm of an employee lunchroom — minus the people actually sitting there enjoying their food. The design is centered around more efficient ordering from the drive-thru, the mobile app, or the in-store touchpad kiosk — not from the interaction between customers and associates.
I compare it to Culver’s — Wisconsin-born but spreading around the country — for a contrast in food quality and especially in the customer experience. (And with prices similar to McDonald’s.) Culver’s is well-staffed with genuinely nice associates taking (and customizing) your order and carrying your completed order to your table while also managing a busy drive-thru and mobile app business. Nothing cutting-edge about its interior design, which communicates warmth like the rest of the experience.
In the words of my late father, “You can’t eat atmosphere.” This is McDonald’s, not the Capital Grille, nor even Disney World. It’s a fast food restaurant, focusing on speed of service. In the past McDonald’s has suffered from cleanliness & service issues. These new designs appear to address this key customer concerns. So go have a Big Mac & enjoy.
There are two McDonald’s in my town, both are recently remodeled, sort of minimalist, and still have the red and yellow branding you’ve come to expect. It’s just not as over the top as it has been in the past. I think the difference in design is who McDonald’s is targeting.
In the 90s when my kid’s were little McDonald’s was all about them, now it’s more about mom and dad and where they choose to take the kids.
Nothing is ever going to replace a Happy Meal or a PlayPlace. Those two things, plus whatever the cool toy is this month, owns a kid’s choice of fast food joints. McDonald’s has been working on that for decades. They own it. Still, now as a grandparent, I would rather eat in a happy atmosphere, than in a sterile, gray box.. McDonald’s also owns nostalgia.
Fun fact…those “bright colors” (particularly orange) were designed to encourage customers to come and go quickly. Fast food, fast turnover. Remember Ho Jo’s? I was totally scratching my head over the implementation of wifi, which says, “Stay a while.”
So from my perspective, the store design is catching up with the goal – compete with Starbucks, make the place feel more homey and who knows? Maybe one day they’ll even pay the staff a living wage.
Gotta love the statement about one of their BIC locations in Texas, “A standout feature is an ordering machine that allows patrons to skip interacting with staff, enhancing the dining experience.” Your staff is so bad that a STANDOUT feature is not having to interact with them. Must make the staff in Eagle Pass, Texas, feel appreciated.
A modern aesthetic may be necessary to attract younger generations, but does it have to be so drab and differ so much from your roots that made you distinct? Even a few color changes could evoke nostalgia in a modern way. McDonald’s is supposed to be the happy place, but the exterior is totally uninviting — maybe that’s the goal to send more customers through the drive thru.
Being a franchise operation, there is a lot of variety among McDonalds locations. The Sedona, AZ location is unique in having the only turquoise M. But inside, unimpressive. The sadly now underwater upscale location in Asheville, NC was a pleasure to visit. But generally, their locations are a bore. Made worse by the introduction of touch screen ordering kiosks that are intrusive at best.
It’s a process. McDonalds are evolving to incorporate design enhancements while implementing technology advancements. Don’t count them out. They have shown resilience over time and in the face of various local zoning requirements.
Sterile? That is in the eye of the particular consumer, isn’t it? One part of the business that a cleaner design may help with is cleanliness…with less clutter, cleaner aisles, etc. it seems to me that a store designed with spareness in mind would be MUCH easier to keep clean.
A possible side benefit to this initiative which, if true will definitely aid McDonalds. Especially when a presidential candidate comes to cook some fries!