Franchise Building Re-design:
Fast Food behemoth McDonald’s charged designer Patrick Norguet to redesign the interior of their French restaurants with a guiding principle to take McDonalds back to its roots. It also seems that they are trying to make the restaurant more family oriented, as opposed to how it is currently more appealing to adolescents. Evidenced by their use of a ‘play-place’ in many of their restaurants.
Another project in Rotterdam, Netherlands accomplished a similar task. The architects made a decision that the location of the restaurant should have an influence on the design of the structure. The reasoning behind this was to redeem the previous structure’s reputation of being the ugliest structure in Rotterdam. As well as an attempt to encourage a sense of pride from the populous. Their success was realized when the structure was featured in the ‘Top 10 of places to go’ of the New York Times.
Bringing these ideas to a conclusion, rethinking design as a way to renew public beliefs is a strategic move. We believe that franchises have the option to consider implementing design concepts from the locale – use local themes that welcomes and beckons into familiar surroundings. Use of such design principles and guidelines could potentially alter the experience at the restaurant.
We have seen patterns in the McDonald’s Pavilion in Rotterdam, Netherlands and in Villefranche-de-Lauragais, France. The design of these restaurants stress McDonald’s new approach of ‘going-back-to-their-roots’. The aesthetic appeal of these structures attract customers all on its own.
1. Cite: “McDonald’s Interiors in France / Patrick Norguet” 03 Jan 2012. ArchDaily. Accessed 22 Jul 2016. <http://www.archdaily.com/189754/mcdonalds-interiors-in-france-patrick-norguet/>
2. Cite: “McDonald’s Pavilion on Coolsingel / mei architects and planners” 09 Jun 2015. ArchDaily. Accessed 22 Jul 2016. <http://www.archdaily.com/640309/mcdonald-s-pavilion-on-coolsingel-mei-architects-and-planners/>