Industry News | December 11, 2008

What Happens at the McD's in Vegas ...

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McDonald's today announced the opening of Viva McDonald's, the company's new technology-inspired restaurant on the Las Vegas Strip.

At 8,600 square feet, Viva McDonald's is the largest McDonald's restaurant in Nevada and, in true Las Vegas style, is open 24 hours a day, seven days a week.

Viva McDonald's is a media-rich, technology-driven location that lives up to the Vegas standard of lights and action.

On the exterior, four 9 feet tall by 8 feet wide Daktronics LED video displays are directly above Viva McDonald's front entrance while two LED video displays measuring 10 feet tall by 23 feet wide hang beneath the restaurant's golden arch marquee inviting passersby to come in and enjoy the new McDonald's experience. The technology and screens will offer McDonald's an opportunity to provide unique content and branded messages to its restaurant patrons.

On the interior of the restaurant, along with a cheerful ultra modern decor, guests will find a content rich 14-screen media ring suspended in the two-story, open ceiling dining room.

Viva McDonald's state-of-the-art, all electric kitchen has three-platen grills, Low Oil Volume (LOV) fryers, and sells McCafe beverages, McDonald's new line of espresso coffees including mochas, cappuccinos and lattes. The location offers wireless Internet to customers, and guests will find a line of Viva McDonald's branded merchandise available for purchase.

Adding a new element to the customer experience, Viva McDonald's offers the McDonald's Channel on its 14-screen media ring, which features content from content providers, including Discovery Communications, and displays McDonald's-branded short vignettes of popular Discovery Channel, TLC, Animal Planet and Science Channel programming along with other entertainment snippets. McDonald's Channel will bring a unique, family-friendly dining experience that customers from around the world can enjoy.

Developed and provided by ChannelPort Communications, the McDonald's Channel is powered by technology from Harris Corporation, featuring the InfoCaster digital signage platform. ChannelPort worked closely with McDonald's to bring together content partners like Discovery Communications and technology partners like Harris, which is deploying an array of software, equipment, and services to manage and control the acquisition, preparation, scheduling and display of the McDonald's Channel at the new restaurant.

At the Grand Opening ceremony, Las Vegas Mayor Oscar B. Goodman will assist McDonald's executives in the ribbon cutting ceremony and welcome Viva McDonald's to Las Vegas by giving Ronald McDonald a key to the city at 2 p.m. PST. Comedy magician Mac King is working with Viva McDonald's to raise money for Ronald McDonald House Charities. King will work behind the Viva McDonald's counter for one hour at 5 p.m. PST with 100 percent of proceeds benefiting Ronald McDonald House Charities of Greater Las Vegas, which provides temporary housing for families who travel to Las Vegas to receive medical treatment for their children.

The opening of the new Viva McDonald's signifies the beginning of a new chapter in Las Vegas. After proudly serving customers on the strip for 25 years, the existing McDonald's closed its doors late last night to make way for Viva McDonald's. Viva McDonald's is in the heart of the world-famous Las Vegas Strip located at 2896 Las Vegas Boulevard and is owned and operated by McDonald's Operating Company.