Exclusive: Change on the menu as burger chain aims upmarket

The fast-food giant is transforming the 104 branches it has in Yorkshire as it tries to move upmarket and win new customers with a new menu and free Wi-Fi access.

Several McDonald's restaurants in Yorkshire, including one in Doncaster, have already been "re-imaged", and work on the next 17 restaurants will run until the end of the year. Two-thirds of its Yorkshire branches will be revamped by the end of 2011.

The investment comes after the American business fared well in Britain during the recession, enjoying six consecutive quarters of growth.

Richard Forte, chief operations officer, told the Yorkshire Post they wanted to make eating in McDonald's a more modern experience.

Asked if diners looked down on the restaurants, he said: "It has been a challenge we are open to facing. The way we have approached this is by being more open. People have been re-appraising us. The eating

out market is growing and we are earning market share.

"We have got a number of initiatives to test to make it more welcoming for families. We want to appeal to students and young professionals as well."

About two-thirds of McDonald's restaurants in Yorkshire are owned by franchisees with the rest run by the chain itself. The franchisees invested 2.4m in the restaurants last year.

McDonald's has promised the re-imaged branches, created in its European design studio,

will have a bright and modern look and improve customers' experience.

There will be new choices of seating arrangements and opening hours will be lengthened. There will also be improved facilities for staff with "crew rooms" with comfortable seating, a television and a computer.

The new menu includes a range of salads, porridge, fruit bags and Rainforest Alliance-certified coffee made with organic British milk.

The transformation programme will create more than 85 new in-store jobs in Yorkshire, as part of a nationwide plan to take 5,000 staff this year.

Mr Forte added: "We're delighted to continue our extensive re-imaging programme in Yorkshire and bring an extra boost to the local economy.

"We know that consumers seek out great value, but don't want to compromise on quality, so we're investing in our restaurants, our food and our people to meet these evolving demands."

The McDonald's at Doncaster's Leisure Park was the first restaurant to have a makeover, at a cost of 288,000, in January. The Castleford restaurant will re-open in April after a 379,000 refurbishment.

Mr Forte said he couldn't comment on whether McDonald's has plans to open more restaurants in Yorkshire but said the chain aims to open between 10 and 20 nationwide each year.

McDonald's has an apprenticeship scheme and Mr Forte said they wanted to offer long-term opportunities through on-the-job development.

"Eighty per cent of our restaurant managers started off as hourly-paid crew and we're proud to help young people get a decent foot on the career ladder."

Staff can use study areas to prepare for qualifications in maths or English.

From fast food to high fashion – and opportunities for high fliers

McDonald's has worked hard to change its reputation since arrived in Britain in the 1970s.

Its menu has expanded significantly in the last three years, from a small selection of burgers, chips and fizzy drinks, to 72 items including salads and fruit bags.

Staff wear uniforms designed by Bruce Oldfield, whose couture has been

worn by the likes of Sienna Miller and Jemima Khan.

Its transformation in Yorkshire has been overseen by franchisees and joint venture partners like Pritpal Singh, a former trainee manager.

Mr Singh, a chemical engineering and fuel technology graduate from

the University of Sheffield and the son of an immigrant couple from

the Punjab, has about 1,000 people working for him in an empire stretching across Huddersfield, Halifax, Dewsbury, Kirkstall, in Leeds, and Guiseley, north-west of the city.