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F1 Store of the Future

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McDonald's

Brand Environments

Overview

Setting the pace in contemporary restaurant design, McDonald's was modernising but losing some of its magic. The Store of the Future project was set-up to rethink every aspect of the restaurant experience to add distinctiveness, entertainment and experience - transforming what had become a highly streamlined operation back into an engaging destination. Codenamed F1 for its high performance design and modular innovation, the store is now piloting in Doveton, Victoria.

McDonald's was modernising but losing some of its magic.
Strategy

Australia is McDonald's most innovative market globally. The F1 'Store of the Future' project was a globally sponsored project to help McDonald's create fresh innovations in its restaurant experience, and move from 'convenience' to 'destination'. Our strategy was simple, create an 'Oasis' of refreshment for hungry travellers, creating unique zones that catered to the functional and emotional needs of different customers, at different times of the day. Our strategy contained '10 shifts' to add back the magic. Above all, the architecture and experiences within the store had to contain a sense of fun, intrigue, cleverness and nostaligia, expressed in a modern Australian way.

Our strategy contained 10 'shifts' to add back the magic and move Maccas from 'convenience' to 'destination.'
Architecture

Featuring McDonald’s 'M' retro-style architecture, we completely reset how a Maccas looks from the road and the entry experience. Inside we created unique zones for different customer occasions, from Playlands where kids play with their food, to main dining areas with 'starry night' skylights, to a great Aussie outdoor room, to a moody McCafé for intimate chats. The project looked at every touchpoint in the environment from the cutlery to the front counter and integrated new technology to transform the experience at different dayparts, communicating McDonald’s was alive and changing 24hrs a day.

Featuring McDonald’s 'M' retro-style architecture, we completely reset how a Maccas looks from the road.
Entry and Counter

The first to pilot remote ordering, we looked at ways to both theatricise and smooth the ordering experience, and showcase McDonald's charity at moments when people had time to kill. We redesigned the menu boards, created M-style remote ordering kiosks, created floor wayfinding, a new-made-to-order ticketing system and pick-up process. Further we relooked at the counter and kitchen design, to upweight fresh food cues, and deli-style design features, like black tiles. Overall we revisioned what it's like to get inspired, choose and order at Maccas to make the process friendlier and more fun.

We looked at ways to both theatricise and smooth the ordering experience.
Main Dining

Historically main dining had been treated as the 'mess hall' of McDonald's. A large homogenised space, with fixed lighting and functional furniture. While some of the practicalities of this space cannot be compromised, we looked at a layout and design features that would make it more of an experience. We created a 'starry night' skylight that serves as both natural-light-giver and sculptural feature.

Historically main dining had been treated as the 'mess hall' of McDonald's.

We designed a suite of M-style seats, stools, tables and light fittings, that were fun to sit in and eat off. And we looked at ways to create a sense of communal eating as well as private space, with tiering, booths and a run of 'M' pillar window-side seating. Natural rock walls and use of native timbers and tones enhanced the space's Australianess. Adjustable mood lighting and colour filters changed the space's personality across the day.

Terrace

Everyone wants to eat outside on a nice day, but under shade and protected from the harshness of the highway. Our McDonald's terrace concept played on the great Aussie outdoor room concept, with timber decking and lush reed planting, and even a remote ordering kiosk so mum could keep her eyes on the kids with they play in the adjacent Playlands.

Playlands

Finally, somewhere kids can play with their food! In creating the new McDonald's Playland we wanted to do two things. Communicate McDonald's is real food that uses fresh, wholesome, real ingredients, like tomato, lettuce, eggs and cheese. AND make it magical and physical; somewhere kids can literally play with food. Entering Playlands is like stepping into a modern day Wonderland, with its giant straw talkers, farting tomato ketchup seats, cracked eggs you can crawl into, fry forest, lettuce lookout and gherkin throwing wall.

Fun is: giant straw talkers, farting tomato, cracked eggs you crawl into, a fry forest, lettuce lookout and gherkin throwing wall!
Party Room

Party Rooms at Maccas have multiple functions. They provide extra dining space for busy periods. They're available for local community club meets. They give owners and managers a team space. And they're a party zone for kids! In designing the new Party Room we used technology and clever furniture systems to create a transformational environment. By installing a table that can sink into the ground, an ambient lighting system that can change levels and colours at the flick of a switch, and a Playstation enabled LED screen, the space is able to change and entertain any occassion.

McCafe

A massively important part of McDonald's service mix, McCafé provides mums, friends and coffee-stop travellers a place to recharge and reconnect. The needs of a McCafé customer are unique in that they want a coffee shop experience yet with the convenience of Maccas. Our McCafé concept included a unique low 'ribbed' cieling feature, ambient spot lighting, intimate booths, warm mood colourings, local heritage photos and a unique range of 'coffee connoisseir' crockery and accoutrement.

A coffee shop experience yet with the convenience of Maccas.
Drive Thru

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Pilot Store

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