McDonald's Makeover Means Customers Linger

After 50 years and billions of customers, all 13,000 McDonald's restaurants in the United States are getting a McMakeover--half of them by the end of this year. Plasma-screen TVs, soft couches, coffee tables and wireless Internet access are just some of the new features.

The iconic red or brown "double mansard" rooftops--designed to catch the eye of passing motorists--will be replaced by something more sleek and modern. Some things won't change, however, including the famous golden arches. McDonald's founder Ray Kroc wanted customers in and out quickly. The new relaxed interiors, on the other hand, invite people to linger.

"We've evolved our menu. We've evolved our marketing, and it's time to evolve what McDonald's' environment is on the inside space," says Sophia Galassi, vice president of restaurant development for McDonald's.
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