The site is a high-footfall, two storey flagship restaurant and McDonald's' largest inner-city outlet in the Birmingham area. Located at the meeting of two major retail streets, directly above New Street station, it caters to the widest possible customer profile, from families and workers to teenagers, commuters and tourists. The design concept behind the restaurant is called 'Qualité', referring not only to the quality of the produce, but also to the environment and the materials and furniture specified. Features include a new layout with an express lane, and the removal of raised areas, making the restaurant much more accessible. The interior is subtly zoned, with mixes of furniture, transparent partition walls, supersized graphic panels, hand-drawn sketches and both ambient and feature lighting.
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