Contemporary Marketing 17th Edition by Louis Boone,David Kurtz

Exercise 24

McDonald's has traditionally relied on a cookie-cutter approach to its restaurant design. One store looked essentially like every other-until recently. The chain has decided to loosen its corporate design mandate to fit within special markets and to update its image with customers. Research McDonald's makeover efforts. What types of changes has the company made and where? How have changes in atmospherics helped the chain with customers? Have the changes you researched modified your perception of McDonald's at all? If so, how?