"They call it a 'Royale' with cheese." Entrepreneur.com posts this article discussing the many changes that McDonald's has made to its universally recognized restaurants to gain acceptance in France. McDonald's restaurants in France do not display the trademarked golden arches and they may contain leather armchairs and exposed brick walls. The restaurants have eight potential themes. On the Champs Elysees, McDonald's recently built a restaurant in the Music theme on the site of a former Burger King. The restaurant has CD players and TV sets throughout playing rock music and reported sales of $4.9 million last year. McDonald's continues to review the French strategy to determine whether expansion of the concept in other countries will boost brand sales.
Posted by franchiselawblog at December 29, 2003 09:53 AM