mcdonald's goes after baby boomers with its first diner-style restaurant - digital menu boards

French fry-
People around the world who love children know that McDonald's may one day launch broccoli and green beans, and they will be shocked. The fast-
The food icon counts on parents to respond more favorably to its first dinner
Style restaurant.
With the pump-
In '50s music, chrome accents and red-
On the bar stool, the new "restaurant in McDonald's" has everything from turkey slices, fillings to whipped cream.
Belgian waffles.
"We are trying to add another dimension to McDonald's," Tom Ryan, McDonald's senior vice president of American marketing, said on a trip on Thursday.
"It's a different experience when you have time to sit down and eat.
"Although the new restaurant has a full range of traditional McDonald's food ---
Same counter and drivewaythru service--
People who choose a dinner experience can sit down and read the four-
Page menu, then pick up a bright red phone installed on each table to place an order.
Customers can also call in advance and then pick the order from the dinner menu.
Alan Feldman, president of McDonald's in the United States, said the automatic restaurant
An industrial city of about 45,000 people 40 miles north of Indianapolis Napoli is a pilot base.
Other ideas for the company at work include cafes-
Stylish restaurant and regular McDonald's with Digital Menu Board.
Feldman said the company hopes to double its operations in the United States in 10 years without doubling the number of restaurants.
Existing restaurants can be adapted to the concept of diners, he said.
"This is a concept car," Ryan said . "
"We need to learn a lot.
We have an extensive market research program.
"The plan includes observing how residents of this Central American town react to the new idea and then deciding whether to open similar restaurants elsewhere.
But why tamper quickly?
A well-functioning food recipe since the 1950 s?
Feldman says the aging of the baby boomers is an important reason.
"We want our customers to be with us as they grow older," he said . ".
"Obviously, I think it's more of a family --oriented idea.
I think people want to get more from the traditional brands they gradually trust.
"Douglas Christopher, analyst at Weedon & Co. Crowell
Los Angeles says some of the company's other experiments have deviated too far from core brands.
"This is the first reasonable new test I 've heard from them in a long time," Christopher said . ".
"It's the concept of McDonald's, and of course it's a different spin.
It sounds like it will make it easier for you to experience.