McDonald’s has unveiled the new look for its radically renovated flagship Times Square branch.
Located at the corner of 45th & Broadway and designed by Landini Associates and Progressive AE, the new restaurant boasts the third largest billboard in Times Sqaure and is forecast to be one of the busiest McDonald’s in the country.
With three levels of floor-to-ceiling glass and subtle touches of the red and gold colours the brand is famous for, the new design has been described by the chain as “more composed and at the same time bold.”
The glass allows for diners to enjoy spectacular views to Times Square while they eat, and numerous features have been added to improve the consumer experience, such as mobile order and pay and self-order kiosks.
The company’s US President, Christopher J. Kempczinski, said that the new restaurant had implications for McDonald’s customers all over the country.
He claimed: “This renovation is about making a brand statement on the biggest stage in the world. We’re showing off what McDonald’s can do… in the center of New York City. While the flagship showcases the ultimate McDonald’s experience, we’ve been delivering new levels of convenience, personalization and service throughout the U.S. since 2016.
So whether you’re in Louisiana, California or Chicago, you can feel this same brand experience. Odds are, you’re going to be able to have this experience again in the future, where ever else you may be.”
Kempczinski added that the new restaurant was part of a plan to change public perceptions of McDonalds and to regain and convert customers.
He concluded: “With this restaurant renovation, our food is positioned in the center of the cultural hotbed that is New York City—in a beautifully designed space that can be replicated across the US. It’s the ultimate product placement and the effect is sure to be felt across the country.”