I did hear rumours about 2 years ago that McDonalds were planning on revamping their image in the states, but I thought it would be decades before we saw it happening in Europe. However I must say the 600 million euros ($828 million) that they intend to plow into redesigning 1,280 European McDonalds restaurants is pretty impressive. As the golden arches go upscale it seems they are targeting young adults and professionals rather than the happy families that have been the staple for many a year. Bolted down plastic tables and chairs are being replaced with designer chairs and dark leather upholstery. Internet access and rental iPods are also starting to appear in some outlets and it looks like the new image is paying off. So far for the first half of this year, European sales are up 15 percent within Europes 6,400 McDonalds restaurants, totalling a massive 4.1 billion dollars. (Its McDonalds, so I’ll stick to dollars) Back in the USA this year sales have only seen a 6 percent increase totalling $3.9 billion even though they have a whopping 13,800 McDonalds outlets, compared to only 6,400 here in Europe
While we’re at it, a British couple from Sussex are ‘Still lovin it’ after 17 years of McDonalds cuisine. And I’m not just talking the occasional Big Mac here. We’re talking the same meal EVERY DAY for the past 17 years. Lee and Mary Humphries nip down to their nearest McDonalds outlet at 11am sharp every morning for a double hamburger each. I’m pleased to note that the 84 year old couple are health conscious though, they share one portion of fries between them. They’ve spent approximately 20,000 pounds at McDonalds over the years and even moved house a few years ago so that they’d be conveniently located to their favourite branch. Ahhh..... ‘Still lovin it’ after 17 years. How’s that for fast food devotion?
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