McDonald's Hong Kong

Hong Kong

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McDonald's Hong Kong

Hong Kong

Firm

Landini Associates

Type

Commercial › Retail
Hospitality + Sport › Restaurant

STATUS

Built

YEAR

2015

This is the first of a number of initiatives being tested globally and developed by McDonalds in conjunction with Landini Associates. The project’s scope includes: interior and kitchen design, crew clothing, packaging and in-store graphics. Food categories have also been reviewed and developed as have the service and ordering models.

The colorful graphic environments, that became the signature for McDonalds internationally, are now replaced with a simpler, quieter and more classic approach. An experiment in “non design” the intention is to hero the food, the service and the people who come to enjoy it. To create a “recognisable neutrality” that allows this to happen.

Concrete, glass, stainless steel and oak form a palette of Miesian simplicity. Mix these ingredients one way to tell an urban story, then another to localise. Either way its one brand and one vision talking.

Some of the kitchen is completely transparent to showcase the preparation of food, sometimes it’s viewed through a lens of red glass, in every instance it’s on show as a theatrical backdrop to the restaurant. Multiple technical and human innovations, some already trailed, some unique to this site, come together in this exciting new environment.

The new kitchen is almost entirely transparent with only essential back of house and customer services discretely hidden behind precast concrete panels. Once ordered, customers can literally follow the preparation of their meal.

A new computerised lighting scheme has been conceived to dramatically alter the mood by day and by night. This calmer, more intimate solution delivers a relaxed night time experience for the diners and a sharper quicker one for the day. New seating types and areas have been designed to accommodate families, groups and individuals, and table service has been introduced to improve the experience. Zinc, concrete and oak tables and benches help define these zones, challenging customer’s historical perceptions.

The theatre of the custom grill is open, front and center and can be viewed up close from a seated table to its side or alternately from adjacent high communal tables.

On entering customers will be able to customise and pay for their orders at the latest interactive kiosk stations, piloted here for the first time internationally. Traditional service and pick up points for take away orders are adjacent to these and table service has been introduced too.
The once independently serviced McCafe has been integrated with a cold service bar for salad, desert, drink and food preparation. This is where the customised orders are prepared, picked up, and delivered to tables by the newly appointed floor crew. This new “service line” is a theatrical addition to the traditional ordering and pick up point.

The walls of the store intermittently celebrate the “classics”. Large white line drawings of cheese burgers and other iconic products “tip a nod” to McDonalds’ heritage.

Judging by the overwhelmingly positive response to the unannounced store, it’s set to smash records and perceptions too.