October 8, 2007 5:05 AM PDT
U.K. McDonald's to serve up free Wi-Fi
The move is in line with the McDonald's strategy to shift the brand into a higher-end market, 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 color scheme, instead of the traditional red and yellow. The interiors were also upgraded with designer furnishings. At the same time, the company has diversified and augmented its menu to include healthier options.
The company hopes the Wi-Fi service will attract more businesspeople into it outlets, but Chief Information Officer Ivan Brooks said the company expects its existing customer base to respond to the service too. The company estimates that a regular hot spot user who pays to log on for an hour per week will save as much as $530 (260 pounds) per year on premium Wi-Fi charges.
According to McDonald's Web site, McDonald's already offers at about 15,000 outlets, including at more than 8,000 in the United States.. But unlike in the U.K., the service isn't necessarily free.
Julian Goldsmith of Silicon.com reported from London.
1 commentJoin the conversation! Add your comment