My wife and I were discussing how McDonald's has been making a concerted effort to make their store interiors more warm and inviting over the past few years. This is probably because they are trying to compete with Starbuck's and Panera for "linger" customers. The color and texture palette in recently renovated stores includes wood panelling, stone accents, softer lighting, and beige wall surfaces.
My wife pointed out that these efforts could have a negative impact on how people view the quality of certain "warm" materials. It would be quite a blow to designers if clients started criticizing the use of wood and stone as being too "McDonald's."
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