A COMPARISON OF THE SPACE AT MCDONALD'S AND OUTBACK
The way that space is used in retail environments has much to do with the way that consumers perceive those environments. Considerable effort goes into ensuring that window displays are attractive in malls, or that merchandise is readily available and quickly identifiable in convenience stores. Design is also a critical element in restaurants, where it quickly creates atmosphere, expectations and, in short, contributes significantly to the experience of the diners. Tastes in restaurant design, like tastes in food, have changed over the years, and expensive restaurants no longer feel the need to feature dark paneling and candles on every table. However, design still speaks to the overall ambience that a restaurant seeks to create, as well as to the functionality of the restaurant. This research considers two highly successful chains, McDonald's and Outback Steakhouse, and considers their use of space.
On initial consideration, McDonald's and Outback seem to have little in common. McDonald's is ubiquitous around the world, while Outback Steakhouse is a more modest chain. McDonald's is recognized by the symbol of its arches as well as by Ronald McDonald, while Outback has yet to develop such well known logos or symbols. Many McDonald's feature drive-through windows; all of the restaurants have a high take-out trade. Outback relies on dine-in trade although take-out service is sometimes available. In addition, McDonald's does not typically serve alcohol, while Outback offers a full bar.
One of the most obvious differences between McDonald's and Outback is the quality of the seats. McDonald's features plastic seats, sometimes lacking any cushioning material at all, and often bolted to the floor. Outback offers more comfortable seating arrangements with tables that can be reconfigured to accommodate smaller or larger parties, as appropriate. Often, t
...