Filed under: Marketing and advertising, McDonald’s (MCD)

When I read the article in today’s New York Times about McDonald’s (NYSE: MCD) going upscale in Europe, I couldn’t believe the pictures I was looking at: high-end furniture, creative light fixtures, modern art, and some dishes even include actual silverware and reusable plates! They have leather upholstery!

The chain will be spending over $800 million to remodel 1,280 European restaurants, hoping that a more posh look will attract a younger, hipper, more affluent crowd. McDonald’s will also be offering healthier menu options and regional cuisine. You can even rent an iPod.

According to The Times, it’s working: “In the first half of this year, combined sales at Europe’s 6,400 restaurants rose 15 percent, to $4.1 billion, compared with a 6 percent increase in the United States, where McDonald’s has 13,800 restaurants and sales totaled $3.9 billion.”

McDonald’s is also renovating its American restaurants, but not as extensively. Given that McDonald’s is such a cultural icon here, I think a lot of people would laugh if it went too upscale — But it could work in some upscale areas.

It all seems a bit booshie to me, but hey. Americans don’t want leather upholstery and silverware. We just want food that can make us fat.

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This entry was posted on Sunday, August 26th, 2007 at 2:17 am and is filed under Stocks Money News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.