McDonalds Canada is investing over $1 billion on its 1,400 stores to rip out the plastic seating and replace it with leather seating, plasma TV's and fireplaces in a bid to woo more customers.
But does a comfy chair or two change the perception of the brand?
Starbucks has comfy chairs and wi-fi, but then I expect that, it's an integral part of their brand - but wi-fi and fireplaces in McDonalds seems to be a disconnect. I can remember many years ago when living in the UK and studying their tactics to get you in and out as fast as possible. Now they want you to linger a while, but will it make you spend any more or even come back to them?