McDonald’s says it’s no longer playing around with kid amenities and customer service.
The fast-food chain this week unveiled $8.5 billion in planned spending over the next 10 years, which includes remodeled restaurants with “upgraded play places, improved dining rooms and more open kitchens,” according to Jill McDonald, executive vice president.
It’s a welcome change for fans who have been begging McDonald’s to bring back the colorful, kid-friendly indoor playgrounds, which were closed in March 2020 during the pandemic for public health reasons.
Customers online have noted that what was supposed to be a temporary closure has turned permanent for many McDonald’s locations, while restaurants have gradually lost their whimsy over time through lifeless, minimalist redesigns.
A future McDonald’s restaurant model shows revamped locations will include bright, colorful PlayPlaces featuring jungle gyms, slides and interactive play areas, including a “McMini Crew” activity board that lets kids pretend they’re behind the counter.
However, it’s unclear whether the initiative will only remodel existing PlayPlaces or also add PlayPlaces to joints that don’t currently have them. McDonald’s was not able to immediately clarify how many spots will have the PlayPlaces.
PlayPlaces were once a staple of the Golden Arches, with the first prototype built at a McDonald’s in Birmingham, Ala., in 1971 – and parents around the country say they’ve been sorely missed.
In a post on X that racked up 6.5 million views, one user argued the world’s largest fast-food chain could turn around its struggling business if it simply brought back the playgrounds.
“Parents. That was the whole business,” the post said. “Parents at 5:40 on a Tuesday with three kids in the back and nothing thawed at home. You did not go for the burger. You went because your kids could run screaming through a plastic tube for 40 minutes while you sat with a coffee and experienced silence. That was the product. The food was the cover charge.”
The user claimed two cheeseburger Happy Meals and two Quarter Pounder Cheeseburger meals with medium drinks and fries would run $34.96 at her local McDonald’s – almost the exact same price as a similar meal from Chili’s.
At Chili’s, “I don’t get a toy, but I do get crayons and something for the kids to color. I also get free chips and salsa, a free drink, and French fry refills. Plus, I get table service and human interaction. Hmmm…what would I do for dinner with two young kids and my husband?” she wrote.
Other social media users were quick to agree, saying children used to beg to go to McDonald’s for dinner because they wanted to play in the ball pit and use the slide – not necessarily because they were loyal to the food.
“Todays McDonalds look like hospital waiting rooms or … prisons. Where are the colorful characters? Where’s the color at all? Where’s the joy?” one user griped. “McDonalds couldn’t be more sterile and cold if it tried! No kid I know wants to go there but they do like Chick-Fil-A!”
Another user commented that McDonald’s needs to add more healthy ingredients to menus instead of “chemical soup,” while yet another criticized the use of touchscreen kiosks at McDonald’s locations, saying they just lead to longer wait times and poor customer service.
The $8.5 billion investment is expected to be spent through 2036, including about $5 billion through 2030, through a combination of rent relief and capital support. The funding will go toward restaurant remodels, technology upgrades and operational improvements.
McDonald’s expects restaurant expansion to contribute about 2.5% of systemwide sales growth in 2027 and around 2% by 2030.
A McDonald’s representative referred The Post to comments from Tiffanie Boyd, McDonald’s chief people officer, at Investor Day, where she announced the “Make it Golden” strategy.
“It will equip our 2 million people with the training, tools and support needed to deliver the great food and great hospitality that are uniquely McDonald’s,” she said.
The fast food giant appears to be pivoting away from tech after years of directing customers of soulless screens instead of human employees for basics like placing orders.
Frustrated customers have argued online that the company’s past tech investments were the wrong move, with several using Chick-fil-A as an example. The rival chain has succeeded off a business model based on human interaction and colorful indoor playgrounds with games.
One fast food afficionado compared the spending plan to Cracker Barrel’s failed rebrand, writing: “This was the same issue that started the Cracker Barrel controversy. Ignorant-ass C-suiters convinced by an overpriced educational experience that they know more about what WE THE CONSUMERS want than we do.”
Shares in McDonald’s slumped nearly 5% Wednesday as CEO Chris Kempczinski unveiled the company’s remodeling initiative. The stock is down more than 20% so far this year.
Burger King – which launched a turnaround based on improved menu items and better customer service – is up 5.6% over the same period.
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