Jamer Hunt Offers a Critique Book Report

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The following photograph illustrates the trend of modern McDonalds restaurant design:

If the golden arches were not displayed proudly on the screens, viewers would scarcely know they were in a fast food restaurant. Instead, the decor looks like a typical corporate lounge or a waiting area at an airport. Gone are the old fashioned swivel chairs and welcome are comfortable-looking and colorful cushioned seats with personal tables.

The design overhaul attempts to accomplish the bottom line of attracting new consumers to the fast food chain. However, Hunt would point out that it is not possible to eradicate the everyday from such a consumer-oriented place. Even this new and improved McDonalds has a sterile, impersonal, cookie-cutter feel to it. While the McDonalds looks better than its predecessors, it remains the ubiquitous restaurant with the predictable menu.

It is possible, however, to create the illusion that one is seated in a more exclusive or unique dining space and not simply another McDonalds.

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Another way McDonalds can use design elements to re-create its image is by encouraging franchise owners to develop design themes that conform to their surroundings. Already this has been done, where fast food chains are not the unattractive edifices they are known for being. While fast food and hotel chains may never become as iconic as the World Trade Center, they can at least inspire consumers to….....

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