When I read the article in today's New York Times about McDonald's (NYSE: MCD) going upscale in Europe, I couldn't believe the pictures I was looking at: high-end furniture, creative light fixtures, modern art, and some dishes even include actual silverware and reusable plates! They have leather upholstery!

The chain will be spending over $800 million to remodel 1,280 European restaurants, hoping that a more posh look will attract a younger, hipper, more affluent crowd. McDonald's will also be offering healthier menu options and regional cuisine. You can even rent an iPod.

According to The Times, it's working: "In the first half of this year, combined sales at Europe's 6,400 restaurants rose 15 percent, to $4.1 billion, compared with a 6 percent increase in the United States, where McDonald's has 13,800 restaurants and sales totaled $3.9 billion."

McDonald's is also renovating its American restaurants, but not as extensively. Given that McDonald's is such a cultural icon here, I think a lot of people would laugh if it went too upscale -- but it could work in some upscale areas.

It all seems a bit booshie to me, but hey. Americans don't want leather upholstery and silverware. We just want food that can make us fat.

Europe gets upscale McDonald's (MCD) originally appeared on BloggingStocks on Sat, 25 Aug 2007 16:10:00 EST. Please see our terms for use of feeds.