Sanjay Dhar On New Trend in Retailing

McDonald’s is planning a McMakeover of its more than 13,000 restaurants. The new look was the subject of an October 22 story on ABC’s World News Tonight. Get ready for plasma-screen TVs, soft couches, coffee tables and wireless Internet access. The message McDonald’s wants to send said Sophia Galassi, vice president of restaurant development is that "it's a place where you can sit and see and be seen."

Sanjay Dhar, James H. Lorie Professor of Marketing, weighed in on McDonald's motivation. What’s behind the new emphasis on creating a place to linger. Consumers are eating out a lot nowadays, and they are wanting an experience, not just the food." He pointed to Starbucks as the progenitor of this trend, saying "if a retailer can make you stay at their location longer, you will have more satisfaction, and you'll buy more."

Dhar, who used to work for Unilever India’s marketing and product development, conducts research on strategic marketing management, advanced marketing strategy, brand management, and new product development. You can view a video clip of Professor Dhar speaking about advertising as strategic investment.