# Upscale Fast Food Restaurants This McDonald's Modern Restaurant Design in Hong Kong is Futuristic By Michael Hemsworth | Published 2015-12-22 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/modern-restaurant References: [contemporist](http://www.contemporist.com/2015/12/22/this-is-the-most-remarkably-modern-mcdonalds-weve-ever-seen/) & [landiniassociates](http://www.landiniassociates.com/) Many classic brands are looking for ways to reinvent the way they are perceived by consumers, which is clearly at play with this McDonald's modern restaurant design located in bustling Hong Kong. Created in collaboration with design firm Landini Associates, the new '[McDonald's Next](https://www.trendhunter.com/trends/mcdonalds-in-forth-worth)' restaurant -- as the brand is calling it -- gives a subdued overhaul to the traditionally bright aesthetic of fast food restaurants. Instead of [bright colors](https://www.trendhunter.com/trends/flipnfry) and white walls, the 'McDonald's Next' restaurant takes a demure approach with dark wood walls, low-lit lighting and a totally modernized way to take orders and make food. As young consumers grow up and look for [modern restaurants](https://www.trendhunter.com/trends/white-castle-castle-of-tomorrow) that suit their matured lifestyle, we're likely to see more innovations like the 'McDonald's Next' in Hong Kong. ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 74% | Activity: 89% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Modernized Fast Food Restaurants:** Opportunity for fast food chains to revamp their image by adopting a modernized design aesthetic and offering innovative ordering and food preparation methods. - **Subdued Restaurant Aesthetics:** Chance for brands to differentiate themselves by creating restaurants with dark, sophisticated decor and ambient lighting to cater to matured consumers. - **Customized Ordering Experiences:** Potential for fast food chains to enhance customer experiences by implementing innovative ordering systems that cater to individual preferences and needs. ### Where This Applies - **Fast Food Chains:** Opportunity for fast food chains to differentiate themselves from competitors and attract new customers by adopting modern restaurant designs. - **Interior Design:** Potential for interior design firms to collaborate with fast food chains to create upscale and modernized restaurant spaces. - **Restaurant Technology:** Chance for technology companies to develop innovative ordering systems and food preparation methods specifically designed for fast food chains. ## Related on Trend Hunter - [Digital-Only Drive-Through Lanes](https://www.trendhunter.com/trends/mcdonalds-in-forth-worth.md) - [Nostalgia-Inspired Fast Food Concepts](https://www.trendhunter.com/trends/fast-food-concept.md) - [Minimalist QSR Packaging Designs](https://www.trendhunter.com/trends/mcdonalds-japan-packaging.md) - [Fast Food Restaurant-Turned Nightclub](https://www.trendhunter.com/trends/nyugati-lounge.md) - [Modernist Burger Interiors](https://www.trendhunter.com/trends/omg-burger-i.md) - [Youthful Restaurant Interiors](https://www.trendhunter.com/trends/design-next-agency.md) - [Sustainable Forest-Themed Kids Meals](https://www.trendhunter.com/trends/mcdonalds-happy-meals.md) - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md)