So before moving to Shanghai, NYC was somewhat of a second home to me. I was there around 4-5 months out of the year doing what I always dreamed about even before I even went to Business School: Landing in Manhattan to do some serious buying at the center of the world. As luck favored me and gave me that.
(For the skeptics, I do consider NYC groundbreaking for some industries, but if you have never set foot in Asia, you are missing out on about 60-70% of what the world looks like and what it WILL look like in the future.)
As such, Times Square has always been an iconic crossroad for my visits. The definition of retail in that 10-20 block radius is just not relatable to much other (if none) in the world. With the influx of massive tourism, and a wide array of locally branded items, Times is just not something you analyze via Big-Data; you have to see it to believe it.
And in comes McDonald's -- rebranding their location into what seems to be an out of this world minmalist (yes...even more so) concept. The new facade, the decor, the seats, everything brand new except the menu, the free smiles at the counter, and the delicious smell of freshly made french fries.
How will you see it? How about with a MASSIVE digital screen placed dead-on-top of it
Geometric stairwells, the iconic bright yellow pantone contrasting industrial design, the space seems father from a fast food restaurant and more like a temporary space for refueling and refuge (complete with a floor to ceiling elevated vantage point over the boardwalk of course.
This window to the world will be sure to become instagramable in a matter of seconds and will start to be part of the social conversation, something the brand had lost positive relevance and grasp of.
As well, no new-generation restaurant would be complete without an un-manned digital menu and order station. Blending in a 10,000 m2 scene the place 21 order touchpoints, (18 of which are self-order kiosks). You can browse and interact through the ample variety of options (...while others wait impatiently in line for a delicious Oreo McFlurry -- guilty as charged) and try to make out the abstraction of the iconic golden arches.
With sensory theory at its finest, the combination of cleaner visuals, a more adaptable surrounding, an elevated sense of design, an undeniably recognizable and desirable smell, and the warmth of the message behind the brand, MickeyD's now redefines once again the concept of fast food and showcases it for millions not only to see, but to enjoy.
Is this a one-off shot? Not a chance! Take a look at the new Chicago McDonald's as well.
#RetailNeuronomics (Social economics behind data driven retail sensory experience)
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If you would like our team to analyze any spot in the world, leave us your comments, and we will sure to take a look / smell / taste / and stop by to touch and listen!
Stephen C. Patton, PhD.
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