Revamped McDonald’s In Hong Kong Channels Shake Shack

McDonald’s franchises aren’t precisely identified for their upscale interiors, but each from time to time a McD’s gets a showy redecorate that is a lower above the rest. there’s the swank, golden McDonald’s in Rotterdam designed by Mei Architects, as an instance, and the artwork Deco restaurant in Victoria, Australia. A contemporary remodel of a branch in Hong Kong takes a decidedly less flashy way: the designers are calling the open, minimalist inside an “scan in non-design.”

Designed by way of Sydney-based branding consultancy Landini pals, the restaurant options long tables manufactured from concrete and oak, wireframe stools, heat lighting fixtures and, significantly, an open kitchen the place buyers can watch their food being prepared. A pair of golden arches on the entrance window is all that remains of the bright, colourful photos discovered to your standard McDonald’s. as an alternative, taupe partitions are decorated with spare line drawings of hamburgers and different meals gadgets that seem to be enormously similar to the Shake Shack branding.

That Shake Shack-esq decor, as minuscule as it’ll seem, is indicative of a shift in competitors that is been using McDonald’s to recalibrate its business edition (neatly, that and falling gross sales). individuals nowadays have more possibility than ever. For McDonald’s, that suggests it can be now not just about beating out Burger King and Wendy’s, but in addition maintaining with Chipotle, Panera Bread, and even hipper, more upscale chains like Shake Shack. according to the big apple instances, McDonald’s company CEO Steve Easterbrook instructed buyers in November that the restaurant has put an excessive amount of emphasis on the “transactional, less emotional elements of our model,” and at the moment are working to change that.

Easterbrook took the helm of McDonald’s eight months ago, and has since undertaken efforts to simplify the menu and serve better, extra constant meals. The Hong Kong franchise’s pared-down aesthetic matches this new course. nonetheless, no brand new redesign—not even a “non-design” remodel—can mask what you are actually hanging into your body whilst you order from McDonald’s.

[by way of Dezeen]