Small Town News

Rehoboth McDonalds has new look, new menu

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Rehoboth store's makeover part of 21st century plan

McDonald's restaurant on Route 1 has a new look, one intended to signal the chain's national rebranding. The fast-food

company aims to enter the modern fast-casual category, alongside Panera Bread and Chipotle. "If you rebrand the image, that allows you to start migrating the menu toward premium items -like smoothies, frappes, and strawberry lemonade - and more healthier options," said Mike Meoli, owner and operator of Re hoboth's McDonald's.

Meoli serves on a national committee that developed plans for renovations and rebranding. He and 13 or 14 other owner/operators nationwide were asked to take a leap of faith in test-piloting the new plans at 180 restaurants in 2011 and 800 by next year.

"It cost a tremendous amount of money," Meoli said. "So far, I'm pleased."

During construction for 23 days in March, the Rehoboth restaurant's kitchen and drive-thru remained open, except for three days when the kitchen was expanded. The lobby remains about the same size.

Meoli said most people can identify a restaurant by the exterior, but interiors seem to lack identity. McDonald's aims to

brand the inside as well as outside of its restaurants.

Renovated buildings will be identical outside and similar inside.

"At the same time, these are local men and women who run these stores. And people see these as 'My community McDonald's, '" said Meoli.

A commercial interior consulting firm helped McDonald's with modern designs that include local flair, such as local beach images. Meoli said the Rehoboth location is middle of the road in terms of eclecticism.

The new designs feature bold colors and patterns, strong lines, stainless steel, wood and linen. With varied seating arrangements, customers can choose an intimate or social ambiance.

The new design also aimed at streamlining operations. Customers place orders at the counter's right side, and when a flat screen monitor indicates the food is ready, they can pick up at the left counter. Separating the

two functions is expected to decrease chaos around the registers.

Meoli estimated that 4, 000 to 5, 000 U.S. restaurants will be eligible for the interior and exterior facelift.

Meoli owns six Sussex restaurants that will all be updated. Nearly 20 Delmarva Eastern Shore locations will be renovated by the end of 2012.

McDonald's locations can be found nationwide, including at the comer of Routes 1 and 24 in Rehoboth Beach.





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