McDonald’s has been the undisputed leader in fast food for decades and has recently invested approximately $6 billion to modernize more than 8,700 restaurants in the United States. The modernization plan consists of upgraded materials in dining areas, locally-inspired décor, refreshed exterior designs, table service and new in-store technology, such as self-ordering kiosks, digital menu boards, mobile app ordering and accompanying curb-side pickup to deliver new levels of service, personalization and convenience.
This modernization strategy is showcased in McDonald’s new Times Square flagship restaurant, perhaps their highest profile location in the world where Cushman & Wakefield Retail Services brokers Andrew Kahn and Christian Stanton assisted the company in securing one of the highest visibility corner locations in the market coupled with one of largest LED billboards.
Times Square is the most visited attraction in the country drawing approximately 50 million people out of the 60 million that visit New York City annually. With close to 380,000 pedestrians entering Times Square every day with peak days drawing up to 450,000 pedestrians it’s no question that major restaurant chains operate some of their most successful locations in the country in this market and major advertisers see tremendous value in billboard signage. McDonald’s state of the art LED billboard is approximately 9,280 SF making this one of the most visible signs in the Times Square area. McDonald’s immediately took advantage of this profile-raising signage with a campaign that was shortlisted for a Clio Award which recognizes innovation and creative excellence in advertising, design and communication.
