By Julian Goldsmith, 6 October 2007 00:01
NEWS
Fast food chain McDonald's is about to roll out a free wi-fi service across its 1,200 outlets in the UK and claims it will make the company the largest provider of free wireless internet access in the country.
The move is in line with McDonald's strategy to shift the brand into a more upmarket space, currently occupied by trendy coffee bars such as Starbucks. Last year the company commenced refurbishing 200 choice sites with a more muted green and yellow colour scheme, instead of the traditional red and yellow. The interiors were also upgraded with desiger furnishings. The company has also diversified and augmented its menu to include healthy options.
silicon.com Retail & Leisure
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It is hoped the wi-fi service will attract more business users into McDonald's outlets but CIO Ivan Brooks told silicon.com the company expects its existing customer base to respond to the service too. It estimates a regular hotspot user who pays to log on for an hour per week will save as much as £260 per year on premium wi-fi charges.
McDonald's already has a relationship with BT Openzone, and retains the carrier as a telecoms partner, but has also signed up The Cloud as a hotspot access provider.
Brooks said: "The service will benefit existing customers but it will also attract new customers. It's an important change that allows McDonald's to retain its relevance in the market. On top of that, it's an asset for the country. People don't know where to go for free mobile internet access."
But Brooks denies the move is a direct response to the popularity of café bars such as Starbucks. "It's not a response, it's about doing right by our customers," he said.
Comments
There are 5 comments. Join the discussion
1. Mike Poole
The McD's at the top of the Champs-?ys? has been doing this for years and is very useful if you are waiting for the airport bus. Whatever you think of their food it was a no-brainer for me to go there and catch up with my emails from the UK. Now I relish (no-pun intended!) the chance of doing a few drive throughs for a coffee and some connectivity.
2. anonymous
Don't they mean bring back free Internet access. My local McD's was free a while back and then it became chargable with BT Openzone - putting off a number of business reps I knew who had breakfast & coffee at the start of their day as they knew they could catch up on their email.
I am glad it is back - now they need to bring back free refills for their coffee.
3. MusicFan
Expensive laptops surrounded by cola wielding hyperactive kids.
Interesting combination.
4. anonymous
Are McDonalds expecting the new Xmas presents for kids to be Wi-Fi enabled smartphones?
5. brian Lowe
This is an execllent idea! I can park outside McD's and surf in the secure privacy of my own car. How close to a Starbucks can I get without exposing my laptop to innumerable potential muggers?
The argument between coffee and coke or muffins and burgers is moot.
I look forward to free wi-fi at my local McD's.