casey

Restaurant
Self service
Quick service
Drive trough
Snackbar
Fastfood
McCafe
Coffee corner
Breakfast
On the go
Easy for the buzzy person
Affordable for everyone
Big M
Yellow
Mixed cultures
Families
Friends
Colleagues
Elderly
Kids
Youth
Yelling kids
People talking
Radio
Light frying smell
Mouth masks for the staff
Staff wears black caps
Grey floor and ceiling
Yellow, red, green, black, grey, wood color.
American style
Hand-drawn symbols and texts
Play ground for kids
Two floors where you can eat
You can sit inside and outside
Clean the table yourself
A lot of camera's to observe you
From where I sit I cab see 5 camera's.

I didn't feel really relaxed and safe there. Being watched all the time by camera's and all sorts of people coming in and out.
It didn't felt that hygienic ether because everyone needs to clean there own table, but how good people clean it is very divers under the people who visit.

Visual identity trough the years

Different McDonalds all over the world

Mapping through the experience of others

These results are coming from an online interview we did. 80% of the questions is from a questionnaire we did in Instagram stories with the followers of Suelae's Instagram.

Feedback presentations on the 1st of October
by YinYin & Gabriël.

Planning for this week is to work on the feedback. Visit the McDonalds again and to look deeper in the design of the space and how people are moving in it. What are the tiny details that influences the bodies. How long are people staying at the McDonalds? What does design with fastfood consumption?
We collect more date from that visit, analyse it a work further on the assignment.

The communication is a bit blurry. What is the relation with time for people with kids and drunk people? And how does this place facilitates these? Like how do they entertain kids or drunk people? How are the tables placed? They behave all in a certain way. Due to camera's for example.

Pie charts needs a description of the interview otherwise is isn't clear. Where does the data come from?

There was a lot of youth during this time and day of the week. High school kids who went to the McDonalds to snack after school or during their break. There were also two man working in the McDonalds, probably the whole day. Perhaps they don't like it to work at home or can't work because of corona. They didn't had any food or drink at there table so you can visit the McDonalds without ordering.

What got my attention were those weird things infrond of the windows. Are these to dim the light a bit? Or to create some privacy but still letting light coming through? They are just these things to split the room a bit, like a wall but still open? They all had a weird pattern on it. Then I saw that these things also can be part of the design of the space, they make use of stripes in different ways. Do these stripes have a connection with the food? With fries? With the layers of the hamburgers? With the lines of texts?

Corona signs created in the spatial setting

Fun for kids. This time I went to the second floor instead of first floor where you have the inside play corner for kids. When I was younger I loved playing there. When I visited the toilet I saw that there were a small and a big sink, one for kids, one for adults. So McDonalds is really a place for kids, where they can grow up with and come back when they are older like nothing has changed, like the old days. That is a small trick to keep your clients and give them a good experience when they are just kids.

( 1 ) The body movements in the space

( 2 ) The spatial setting

( 3 ) The wider context of the space

(1) The body movements in the space

(2) The spatial setting

(3) The wider context of the space

When you are in front of the McDonalds there are some decisions to make.
1. Are you going inside or through the dive in?
2. Are you inside to take away or to sit down and sit down inside or outside?
3. Are you going to the drive through to eat on your way or to eat in the car at the parking lot or do you take it home with you?

These decisions are based on certain circumstances. Habits, time (of the day), weather, if you are alone or with friends/family. Etc. The nice thing about McDonalds is that they give people all of these different options which suits for everyone.

( 2 ) The spatial setting

Signs in and outside

McDonalds Alkmaar has three different locations. East, West and Center. The bottom one is in Heerhugowaard. Two of them are near an easy accessible road and one is in the city centre.

The location I have visited was in West, next to the N9 which is a very busy road. So it is easy accessible for people on the road. This McDonalds is surrounded by sport complexes. There is an inline bicycle track, a mountainbike parcours, ice rink, fitness, soccer club, base and softball club, bowling club, etc. It is very motivating to see the McDonalds while sporting haha. So this McDonalds will be visited a lot by sportive people. There is a high school nearby what explains the amount of youth in the afternoon. On the other side of the parking lot they build two years ago a Subway and Febo restaurant. Both competition for the McDonalds, but I don't believe they suffer from that.

McDonalds is creating a new prototype restaurant in Arnhem due to corona. Where they keep enough distance from the tables. They have two options: Take Out Plus and Dine In. Dine In will be served at your table by a trolley. Take Out Plus is take a way on a safe way.

This is the one and only McDonalds in the Netherlands with this typical (over te top) American look. It is based in Eindhoven and designed by Tooko.

McDonalds Alkmaar West is build in 2011.
McDonald's pursues an active real estate policy. The (joint) redevelopment of a possible location, the purchase of a plot for the construction of a restaurant or the conversion of an existing catering location are all possible.

How do I define the different groups in the space?
I define them by their looks, age, group size, clothing

Holiday people:
- Man, woman or else
- Mixed coloured, most white.
- Easy clothing, jogging pants, sandals, gympies, sunglasses, wide shirts,
- Families, adults with kids.
- Language, like German or English.
- Looks on their faces, tired or happy to finally eat.
- Coming by car and leaving their stuff in the car or go to the McDrive.
- Eating inside or outside on the 1st or 2nd floor.

Business people:
- Man, woman, or else
- Most white coloured.
- Age of 25 - 60
- Nice clothing, jeans, blouse, glasses
- Computers and working stuff, mobile phone.
- Alone
- Coffee
- Concentrated with their work, quiet.
- Coming by car or bike
- Work and eat inside or go to the McDrive
- Work inside on the 1st or 2nd floor near a stopcontact

School going people:
- Boys, girls, or else
- Mixed coloured, most white.
- Mostly in groups
- Loud & laughing
- Age of 12 - 18
- Not really following the corona rules
- Coming by bus, bike, scooter or walking
- Casual clothing, jeans, jacket, sneakers, bag pack, brackets.
- Eat inside or take away and eat at school or at the parking lot.
- Eat inside on the 2nd floor

Kids:
- Boys, girls, or else
- Mixed coloured, most white.
- Laughing, playing, happy
- With adults, like their parent(s) or grandparent(s).
- Age 4 - 11
- Outside and inside playing at playground
- Happy-meal with toy
- Eat inside on the 1st or 2nd floor or outside

Working people:
- Most man
- Mixed coloured
- Age of 18 - 40
- Working clothes, dirty with painted, caps
- Together, 2 or 3 people
- Big orders
- Take away, McDrive or eat inside
- Eat inside on the 1st or 2nd floor or outside

Design and rules of the space:

Sizes in the space: Little and big. Little sink for small people like children. Big sink for adults. Little chairs, little playground.
Colours in the space: Yellow, red, green, black, white, wood.
Smell of the space: Little fried smell, little chemical?
Light of the space: Very bright, let lights from the ceiling and sunlight coming thru the big windows.
Music of the space: Radio music, all different kind of populair music, like top 1000.
Temperature: Not very warm, like 18 degrees. So you can eat with your coat on and off.
Textures/materials: coated wood, (fake) leather, plastic, iron. All materials are very easy to clean and strong so they are hard to damage.

How can you feel/see the fast food ideology in the space?
- Quick and simpel food
- Unhealthy food
- Bright colours
- Big logo’s & simpel design
- Big and open space to get many people
- Open almost 24-7
- No plates, no bestek, no candles
- Plastic dienblad
- Every food is packet or wrapped in paper.
- Not cosy
- You have to clean up yourself
- No service (due to corona there is now)

Research question:
How is McDonalds influencing kids?

What makes McDonalds so attractive for kids? Why do they don't like a fancy restaurant?

- Freedom, they can play whenever they want to, because McDonalds is offering them an indoor and outdoor playground and not only a coloring page.
- Eat with your hands and they don't have to sit still all the time.
- You get a toy, fries, a burger and a drink all inside one nice box! HAPPYMEALS ARE AMAZING!
- You don't have to wait a long time for your food, very quick service.
- Colorful and bright colors.
- Ronald McDonald clown is the best, but a bit creepy...
- Little kids drawings everywhere.

Interventions can be:

- Change in the space, objects, outside of the building.
- Sporting event around the building instead of a playground or drive thru. fundraising campaign.
- Change the food pattern or packaging.
- Online interventions on the social media or the happymeal website.
- Happymeal toys become happymeal gadgets for sporting. Like a watch. To teach kids to sport, play and stay 'healthy'
- Do some advertisement at the McDonalds for different sports, try-out day.

What makes McDonalds a happy place for kids?

How can I make McDonalds a sad place for kids?

Why?
Because McDonalds is manipulating kids from a young age and try to win them for the rest of their lives.
They support play & fun together with unhealthy food.

How can I make kids aware of the fact that McDonalds manipulates/influences them?

How is McDonalds an addiction for kids?

SUPERFLEX
Flooded McDonald's

Flooded McDonald's is a short film work in which a convincing life-size replica of a McDonald's burger bar gradually floods with water. Furniture is lifted up by the water, trays of food and drinks start to float around, electrics short circuit and eventually the space is completely submerged. The film is devoid of exaggerated disaster-film drama and intentionally resists categorisation as a documentary or as an art film. Flooded McDonald's hints at the consumer-driven power and influence and impotence of large multinational companies in the face of climate change, questioning with whom ultimate responsibility lies. Flooded McDonalds was first exhibited at South London Gallery in 2009.

How is McDonalds influencing kids?
How can kids influence the McDonalds?

How would kids design McDonalds if they would be the big boss?

They could set up the rules of the space
They could design te space
They could think of whatever they want
Build there biggest fantasy
How would their McDonalds look like?

I let them make their own mapping of their McDonalds

Fail
Feedback:
We really appreciated the effort you put into your work during the whole trimester and your strong investment in the class. Your research presented interesting mappings and strong analyses of the design of the space. You started your project by looking at how McDonald\'s influences kids\' behaviour and manipulates them. However we miss your own definition of what addiction is. We don\'t understand the relationship between your research and your final proposal of involving kids in redesign mcdonalds. How does this relate to addiction? And are you not at the end reinforcing what you have been criticizing in the first place? The position of your project remains unclear to us. Is your final proposal a criticism toward the existing mcdonalds system or a kind of participatory design methods that mcdonals could use to improve their space by including the user? We would like you to clarify if your project is for or against the mcdonald chain. Then regarding your cardboard models we appreciate that you try to give shape to your ideas however their execution lacked rigour. Your project will be stronger and more coherent if you clarify its position. We see potential in further development of your ideas in a resit.

Assessment criteria:
Student shows adequate ability to grow and change.
Student shows inadequate ability to critically reflect.
Student shows inadequate amount of context awareness.