05/16/2006 08:36:00 PM 
This is part of a strategy called "Forever Young", that began back in 2003.
The key point of transformation is how integral the plasma screen has become to the new experience. The flagship store has a bank of 14 screens and plans for other store re-models include at least one or two plasmas.
The screens play news, information and McDonald's commercial messages, but the company is looking into what else it can do with the screens.
The project designer explains away the approach as follows:
"Americans like to watch TV, so it's a way of making it comfortable for people to have their meal and have a little video entertainment on the side."
Plasma screens play another critical role, they add a more contemporary and relevant feel to the restaurant.
It's interesting to Influx how McDonald's has reacted to the success of third place concepts like Starbucks and other quick-casual eating environments. They have clearly tried to create a more comfortable environment, but for a brand that prides itself in "getting families", how much interaction can you generate when gas-filled screens transfix the family?
The plasma screen is fast becoming the quick-fix solution for retailers looking to add modernity and to try and capture consumer's imagination. However, it's just a TV screen and what happens when plasmas are everywhere and the novelty wears off, do consumers then start turning to TV B Gone?
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