Kathy Bergen rports in the Chicago Tribune reports that a McDonalds internal memo emphasizes cash incentives for updates consultant says chain wants to be like Starbucks. As McDonald’s Corp. moves more deeply into the cafe world of lattes, frappes and smoothies, the Oak Brook-based hamburger chain is attempting to speed up the remake of its U.S. restaurants into cozier places to linger and spend money, according to an outside expert.
Richard Adams, a franchise consultant, said a 2010 pilot program offers a higher level of corporate financial assistance to McDonald’s franchisees willing to revamp their restaurants inside and out. Adams heads Franchise Equity Group, a San Diego-based consulting firm.
Normally, McDonald’s prevails upon franchisees to remodel when their contracts are up for renewal. That occurs with 300 to 400 restaurants nationwide each year, Adams said.