# McDonalds European Makeover Golden Arches Goes Chic By Ben Preiss | Published 2007-08-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-european-makeover-golden-arches-going-chic References: [nytimes](http://www.nytimes.com/2007/08/25/business/worldbusiness/25restaurant.html) [McDonalds](https://www.trendhunter.com/trends/mcdonalds-japan-frappe) chic? Spend 600 million euros ($828 million), redesigning 1,280 restaurants and you can make it happen. They have also introduced a [healthier menu](https://www.trendhunter.com/trends/mcdonalds-uk-2) and cater to regional tastes with wine and caffè lattes. So, is this really even a McDonalds anymore? **Implications** - When it comes to [fast food restaurants](https://www.trendhunter.com/trends/auntie-annes1), speed isn't the only thing that they have to worry about anymore. If they wish to keep attracting customers, they need to begin embracing the aesthetics that are becoming standard amongst big chains. People don't want to go to dull cookie-cutter fast food chains anymore. To keep them coming through the doors, these franchises need to start creating a more modern and chic environment that customers desire. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 39% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Fast-food Aesthetic Upgrade:** Fast-food franchises that undergo aesthetic upgrades reap benefits in customer retention and acquisition. - **Regional Menu Catering:** Fast-food franchises that cater to regional tastes enjoy a competitive advantage and customer loyalty in different geographies. - **Healthy Menu Innovation:** Fast-food franchises that innovate in healthy menus gain market share among health-conscious consumers. ### Where This Applies - **Fast Food:** The fast food industry should embrace aesthetics, regional menu catering, and healthy menu innovation to stay competitive and retain customers. - **Hospitality:** The hospitality industry should recognize the value of aesthetics, regional menu catering, and healthy menu innovation in fostering customer satisfaction and loyalty. - **Food and Beverage:** The food and beverage industry should explore how aesthetics, regional menu catering, and healthy menu innovation can transform customer experience and drive growth. ## Related on Trend Hunter - [Fast Food Restaurant-Turned Nightclub](https://www.trendhunter.com/trends/nyugati-lounge.md) - [Flavorful European Burger Lineups](https://www.trendhunter.com/trends/european-burgers.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Digital-Only Drive-Through Lanes](https://www.trendhunter.com/trends/mcdonalds-in-forth-worth.md) - [Curated Global QSR Menus](https://www.trendhunter.com/trends/international-heist-menu.md) - [QSR-Themed Premium Jewelry](https://www.trendhunter.com/trends/litter-and-glamour-collection.md) - [Sustainable Forest-Themed Kids Meals](https://www.trendhunter.com/trends/mcdonalds-happy-meals.md) - [Digital-Oriented Restaurant Redesigns](https://www.trendhunter.com/trends/global-next-gen.md) - [Nostalgia-Inspired Fast Food Concepts](https://www.trendhunter.com/trends/fast-food-concept.md)