Today, September 30, 2011, McDonald’s Philippines turns a big 30!
The first McDonald’s in the Philippines opened in 1981 in Morayta. Today, there are about 325 McDonald’s branches all over the country.
To celebrate three decades of serving burgers, fries, sundaes, chicken and more to young and old alike, 4 Anniversary Stores (Makati Cinema Square, Greenhills, Quezon Ave. and North Ave.) underwent a major renovation to give McDonald’s a brand new look.
This new design concept can actually be seen already in McDonald’s stores in other parts of the world. Some of the features include comfortable, spacious dining areas, vivid color splashes, dynamic graphics and architectural accents. Common to every branch are some features. A red blade (vertical external posts that distinctly mark every McDonald’s store), a white ribbon (horizontal lines that go around the external part of the store), and a pylon (the familiar McDo yellow arch), and TidyMan (a caricature that marks the spot in each branch where people can dispose of garbage).
Despite some common features, the anniversary stores do not look the same. The profile of the type of people who frequent each branch was studied so that every branch layout projects the lifestyle and habits of its clientele.
MAKATI CINEMA SQUARE
The theme here is FORM. Instead of bright colors, this branch is done up in subdued brown considering that most of those who come here are urban dwellers. Following the red blade design outside, a red ribbon runs around the ceiling of the branch. Stylized text and modern graphics line the walls.
This is the one closest to me and is the first ever drive-thru McDonald’s branch. It actually did not need renovating as it is one of the newly renovated branches that sports a modern look. But it’s been redone again to reflect FUN. The Italian designer, Fred Avanci, who designed the Greenhills look calls it LIM (short for Less Is More). Majority of those who come here are very young so splashes of color and a polka dot wall are used as accents. The colors used in this branch are warm. Because it is one of the 24/7 branches which also has a McCafe and a Dessert Center, the entire branch has been zoned. For example, the area nearest the McCafe has furniture and designs that look like a cafe, including small round tables since it is expected that those who stay here usually order coffee and sandwiches only. This is different from the zone area for the usual McDonald’s crowd where tables are larger to accommodate those having meals.
The theme here is ALLEGRO CLASSIC. Allegro means “happy” so while the colors are subdued (browns, reds, whites and oranges), this branch still looks very vibrant and gives out a cafe ambience. Its signature look is a bullseye. There is a party area as well as a play area for the toddlers. This is also a 24/7 branch with a McCafe and Dessert Center.
ALLEGRO URBAN is the look in this branch which is near Trinoma. The crowd here is older and urban so the branch features high ceilings and warm colors as well. It is a 24/7 branch as well but only has a McCafe machine and not a full-fledged McCafe. It’s got a Dessert Center as well.
I’m excited to drop by the Greenhills branch and check out the newly renovated place in person. Once these changes are rolled out to the remaining branches, the McDonald’s experience is sure to become a lot better.
HAPPY 30th ANNIVERSARY to McDonald’s Philippines!