Fast food chairs: Entering the realm of elegance?

Think of McDonald’s and probably one of the first things that will come to mind are the Golden Arches, the bright yellows and reds, and the plastic chairs and tables that are bolted onto the floor. While that description may still be true for many McDonald’s franchises all over the world, it isn’t the case for others. According to a report published a few months ago in the New York Times, many McDonald’s restaurants, notably the ones in Europe, are going for a more upscale look.

Plastic chairs and tables are being replaced with things like designer chairs upholstered in leather; contemporary bistro tables and chairs take on a classier, less generic look to make even something traditionally unassociated with elegance – like a fast food restaurant – seem less cheap-looking and tawdry. McDonald’s, at least, is pulling out all the stops when it comes to overhauling its restaurants’ image: the company and its franchisees in Europe are planning to spend well over three-quarters of a million dollars by the end of this year in restaurant renovations.

Many European countries, such as France, are known for their discriminating taste when it comes to cuisine. So the idea was to make the fast food experience a more memorable one by highlighting restaurant design and furniture. And it seems to be working. Sales at McDonald’s restaurants in Europe have skyrocketed thanks to the revamping of establishments, in addition to a few other initiatives, such as broadening the menu to appeal to regional tastes and adding come-ons like Internet access.

Maybe heavy oak chairs and tables or something of the sort isn’t something that will become common among fast food restaurants, but re-inventing one’s image by going beyond the usual and trying something new can bring in the people and the bucks. Just ask a McDonald’s-goer in Europe.