McDonald's of the golden arch fame are trying an interesting experiment here. They are revamping my local restaurant ( among others ) in a more 'Chic' and 'Sophisticated' style, supposedly to grab some of the more affluent Starbucks crowd ( that's my theory at least ). Free WiFi Internet connection and freshly brewed coffee, just confirms this strategy. Anyway, I popped in today for my breakfast but they had no eggs left. Rather than do a 'Michael Douglas', I just got a Big Mac meal. 
Although the decor is certainly different, the food remain identical. It is an interesting experiment because I just can't see how McDonald's are going to win with this idea. The 'upmarket crowd' will still regard McDonald's as a downmarket restaurant for children, and the regular McDonald customers will only be slightly intimidated or put off by the false 'delusions of grandeur'. Time will tell, but I expect a redecoration back to the original concept soon.
