Remembering Countzero's post from yesterday, I too visited the robotic McDonut machine. I'm here at the Mega-McDonald's restaurant on 42nd Street in the theater district of Manhattan.

Just behind the storefront donutmaking display I found a sales counter is surrounded by big flat panel video screens flashing McDonald's ads and Disney imagery. Above the sales counter are high-ceilinged second and third level dining areas that are also decorated with numerous flat panels and projected video imagery.

There's even a hallway with a long counter sporting flat screen video/computer terminals. There's supposed to be Internet access, but tonight they're running a video loop on McDonald's history.

The goal of this location is to integrate the McDonald's brand and products with the 42nd Street experience, but the familiar corporate graphics and standard store fixtures are diminished amongst the Disney video, New York City-themed artwork, and Christmas decorations. It feels much more like an ESPN SportsZone.

I agree with the criticisms of some that McD's can generally improve their sagging bottom line by simply making better food and improving service.

- mike lee - new york and baltimore - curiouslee.com