Coins In The McArcade

This Ad Age piece on retail fusion is a quick look at where fast food environments are headed.

McDonald’s franchisees John and Karen O’Keefe watched sales flatline for most of the year at their store in Chicago’s suburban Woodfield Mall while other restaurants in the fast-food chain’s system pulled in gains of 2% or better. But after the couple installed a digital video-and-music system in their store, sales shot up 17%.
Customers at the O’Keefes store can use their mobile phones to search, select and activate music and video shorts, including music videos and movie previews. After installing 10 flat-screen TVs and a sound system, the franchisees are now making cosmetic changes to the interior. They hope to separate the dining spaces into zones to appeal to different customer types, from early-morning mall walkers to shopping moms to mall employees holding meetings at the store.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. it’s amazing how mickey d’s always manages to increase sales with schemes that have nothing to do with improving the food or service.

  2. daveednyc says:

    Who goes to McD’s for the food or service? I don’t think anyone who goes to McD’s harbors higher expectations about what they offer or how they dish it out. Here they’re adding some unrelated experiences, but it’s still all about the fix.