2006 - Re-Image Programme Launch
In 2006 McDonald’s implemented a Pan-European programme to transform the image of their restaurants as a key component of a broader sales and marketing strategy designed to increase their share of the Quick Service Restaurant sector.
Before Re-Image

2006/7 – Re-Image Programme Trials
During 2006/7 and before the “Economic Crash” McDonald’s completed design concept trials at 200 Flagship sites to prove out the programme robustness and test customer reaction.
After Re-Image

2008 - Re-Image Roll-Out
And so began a programme to “Re-Image” 1,000 Shopping Mall,
High Street and Drive-Thru restaurants in 5 years - in simple terms a requirement to complete one restaurant every two days.
The aesthetic transformation of restaurants was dramatic and well received by customers and staff alike.

Broad Stakeholder Participation
Programme success required the participation of departmental stakeholders across a diverse spectrum of business disciplines:
Design
Finance Energy
Re-
Image
Services
Build
Team

Principle Lighting Stakeholder Requirements
Design
 Restaurant design concepts emphasised desired mood
 Kitchen lighting design met stringent requirements
 Patio lighting combined architectural and practical needs
 Car park lux levels increased to meet 24 hour operations
Energy
 Ambitious energy reduction target for lighting set at 65%
 Energy reduction targets set for each element of lighting
 Recognition of phased reduction in line with technology
 Requirement to asset track products for retro-upgrade
Build
Team
 Project managers required simple product ordering
 Contractors required single/central point of order call off
 McDonald’s required extended manufacturer warranties
 QS teams required fixed pricing for Schedule of Rates

Lighting “Supply Chain” built to service programme demand
 Bespoke and “off the shelf” products sourced from leading manufacturers
 Limited range of approved products specified on lighting design drawings
 Demand forecasting provided rolling 180 day visibility to manufacturers
 LAUK centralised warehousing near Birmingham to provide economic shipping
 LAUK IT platform enabled asset tracking to future proof maintenance & repair
Concept Designers
McD Energy Team
LAUK
Manufacturers

Restaurant Ambient Lighting
 Square down lights – 900lm – Average 320 lux at table top height
 Original specification was CFL which migrated to LED in 2011
 Typical circuit load reduced from 4kW to 1.4kW = 70% saving
 96,000 fittings deployed across the estate; 16,000 are already LED

Restaurant Accent and Task Lighting
 Spot lights used to feature wash and T5 Pendants used to task light
 Original specification was halogen which migrated to LED in 2010
 Typical circuit load reduced from 2.8kW to 0.8kW = 70% saving
 72,000 fittings deployed across the estate; 56,000 are already LED

Kitchen and Back of House Lighting
 Twin 5ft IP66 fittings used to deliver 600lm+ at preparation height
 Original specification was T8, LED flatbeds were introduced in 2012
 Typical circuit load reduced from 3kW to 1.3kW = 57% saving
 28,000 fittings across the estate; LED upgrade during next 3 years

Patio Lighting
 Architectural lanterns on 2m high posts used around Patio perimeter
 Original lamp specification was mercury vapour, LED trials in 2012/13
 Typical LED trial circuit load reduced from 2.8kW to 0.4kW = 87% saving
 7,200 Patio lanterns across estate; LED upgrades during the next 2 years

Drive-Thru Lanes
 New restaurant specification at 50 lux, retrofit at 12 to 15 lux
 Historic variety of light fittings used, migrated to LED lanterns in 2012
 Typical circuit load reduced by 66% in conjunction with car park area
 50 single and double Drive-Thru configurations completed to date
 700 Drive-Thru locations requiring LED upgrade over next 3 years

Car Park and Entrance Lighting
 New restaurant specification at 25 lux, retrofit at 12 to 15 lux
 Historic variety of light fittings used, migrated to LED lanterns in 2012
 Typical circuit load reduced from 2kW to 0.7kW – 66% saving
 New LED car park designs typically require 6 posts, previously 16 posts
 50 car parks completed, 700 requiring LED upgrade during next 3 years

Headline Lighting Energy Savings Comparison
Comparing a typical 24 hour Drive-Thru restaurant before and after Re-Image using LED products in all areas:
 The ambitious 65% energy saving target has now been achieved
 LED products now specified are suitable for retrofit into pre-2010 Re-Images
Annual cost of energy based upon current electricity tariff
RESTAURANT
KITCHEN/BOH
PATIO
CAR PARK/DRIVE THRU
TOTALS
Original
Specification
£5,780
£3,000
£1,100
£840
£10,720
Re-Image
Specification Saving
%
Saving
£1,850 £3,930 68%
£1,300 £1,700 57%
£140 £960 87%
£300 £540 66%
£3,590 £7,130 67%

Headline Lighting Cost of Ownership Comparison
Comparing a typical 24 hour Drive-Thru restaurant before and after Re-Image using LED products in all areas with the following assumptions:
 Lamp life of original T8/CFL/SON achieving manufacturer expectations
 No control gear being replaced, labour costs within normal working hours
 LED products meet manufacturer life expectations and 5 year warranty
RESTAURANT
KITCHEN/BOH
PATIO
CAR PARK/DRIVE THRU
TOTALS
5 year cost of ownership based upon static electricity tariff
Original
Specification
£35,150
£16,300
£6,000
£6,030
£63,480
Re-Image
Specification Saving % Saving
£11,170 £23,980 68%
£6,480
£700
£1,480
£19,830
£9,820
£5,300
£4,550
£43,650
60%
88%
75%
69%

Headline Indicative ROI for LED Retrofit Options
Based upon a typical Drive-Thru configuration where LED products were NOT used during the Re-Image between 2006/10 and the following assumptions:
 Spot Lights used were typically halogen, Down Lights were typically CFL
 Kitchen/BOH lights used were 5ft IP66 twin T8 fluorescent fittings
 Patio Lights used were 125 Watt mercury vapour lamps + control gear
 Car Park and Drive-Thru lamp posts used 120 Watt SON lanterns
RESTAURANT SPOT LIGHTS
RESTAURANT DOWN LIGHTS
KITCHEN LIGHTS
PATIO LIGHTS
CAR PARK/DRIVE THRU LIGHTS
Qty Per
Restaurant
80
80
24
10
16
Capital
Investment
Indicative ROI
Range
£2,080 9 months
£5,840 30 to 48 months
£3,400
£1,000
24 months
12 months
£6,700 36 to 60 months