Quickserves focus more on appearances with upscale remodels

03/7/2010 | Brandweek

Chains including McDonald's and Burger King are unveiling new looks that take their eateries out of the era of plastic and primary colors to create more upscale atmospheres. "[Quickservice operators] realize their space is outdated," said Ilan Waisbrod, president of the New York firm Studio Gaia, which counts McDonald's among its clients. "They're changing the space to be more like a casual restaurant where it's not just about food; it's about people sitting down and enjoying it."

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