To die for

Design to go

The design of McDonald's has long been a source of fascination. And if you're now guffawing into your toast, then you haven't been paying attention. Far from being a roll-out concept, nearly every McDonald's in the UK is different, geared, as Amanda the communications person tells me, to "the customer demographic".

Indeed, though I start off talking to Amanda about design, I soon realise that McLingo wouldn't be a bad branch of study, either. For example, she explained how, in the ultra high-spec Strand branch, in central London (acres of black leather, arty pictures), the coffee bar feel of the upstairs "reflects the 'coffee offering' available in that area". The coffee offering! You just try to slip that one in before the end of the weekend.

Later, head of design Nicola Amery describes Solihull as an "in-store - that's what we call a high-street restaurant. In fact, Solihull is a core in-store." Solihull is also a swinging example of McDonald's design cred, with rounded, Arne Jacobsen-style chairs upholstered in Pucci-esque prints. I'm guessing a "customer demographic" of bright young things in pastel vintage clothing. Though quite why they'd be crowding into a burger bar is anyone's guess.

In York, the interior is a symphony of glass bricks and painted brickwork with a zebra-print sofa. In Oxford Street, up the road from the Strand, feast your eyes on the back-lit red glass walls, or go and giggle with the girls in the upstairs Flirting Lounge.

In the past year, McDonald's has revamped 50 stores in Britain, and will tackle another 50 in 2004, in the hope that a bit of black leather, or a high density of chrome, will bulk up sales. Who knows what your branch will turn into - unless you've done your customer demographic homework, of course, in which case it will be transparently clear.

Wherever you are, pay attention. McDonald's is never going to make it as the home of dieting advice. But just think: you could get free design inspiration with your next McFlurry.

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