McDonald’s was once the undisputed king of fast food.But with sales falling, franchisees reporting gloomy outlooks, and popular fast-casual chains like Shake Shack and Chipotle chipping away at its fast-food throne, McDonald’s has seen better days.
A recently renovated McDonald’s in New York City may be the first concrete glimpse of the company’s extensive turnaround plan.
The midtown location, which opened this week, features the city’s first “Create Your Taste” kiosks. The company boasts that you can craft the “burger of your dreams.”
Upon opening the door, you’re immediately confronted by McDonald’s younger, hipper approach to the “Create Your Taste” experience: The walls are covered in enthusiastically trendy and bright New York-themed illustrations. This is part of McDonald’s broader attempt to appeal to local markets.
There’s no sitting space on the first of three levels — the tall touch screen kiosks now line the way to the order and pickup counter. The counter itself hasn’t changed, with the menu above and cashiers ready to help below, but there’s a whole new option now.