Making a change as large as this on an image as distinct as McDonald’s is a mistake, in my opinion. For generations McDonald’s has been known for their golden arches and quick service. Instead of a face lift, I would recommend a change in food to improve the nutritional value.
Changing the interior of the stores may not bring in the amounts of people needed to increase sales. Many people are the “drive-thru only” type and won’t go inside to see any of the changes. In turn, they won’t be enticed to sit and relax while enjoying their specialty coffee. For these people, the multiple drive-thru lanes would be beneficial and greatly appreciated as long as the staff can keep up with the demand.
To compare to Pizza Hut’s rebranding over the last few years, they have been unsuccessful in capturing the sales desired. Pizza Hut tried multiple rebranding at the same time. They changed their name from Pizza Hut to The Hut, added Wing Street to some locations and Italian Bistro to others, and the buffet was also removed from nearly all locations. All of these changes at the same time only confused consumers and caused sales to plateau.
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