McDonald’s Rebuild Construction Update 9/2017

4 10 2017

Love their food or hate their food, this blog will not discriminate. McDonald’s is undergoing a rebuild of their Ithaca location at 372 Elmira Road, on the south edge of the city’s suburban retail corridor.

According to county records, a McDonald’s has been on this property since 1964, with a renovation in the 1970s. The 4,777 SF restaurant built at that time was given the corporate design language used by the franchise from the 1960s through the 1990s – a double-sloped mansard roof, bright reds and yellows, and for many restaurants like Ithaca’s, a glass-enclosed seating area that seemed to hit its height of popularity around the late 1970s and early 1980s.

However, by the early 2010s, McDonald’s decided to go with a new look. The appearance was meant to be more subdued and professional, with natural colors, flattened arches, and brick/stone finishes. In a sense, Ronald McDonald grew up.

Part of the motivation for this update is to remain competitive in an evolving fast-food market. The segment is increasingly under pressure from fast-casual chains that tend to be more upscale, but are enjoying the majority of sales growth in recent years, even as McDonald’s sales growth has stalled. The Illinois-based company is pursuing an update of restaurants in target communities (focusing on economically strong and/or affluent communities first) to improve on the dining experience and try to draw back customers from the fast-casuals like Chipotle and Shake Shack, as well as keeping up with renovations pursued by their primary competitors, Burger King and Wendy’s.

These designs include a less cafeteria-like interior, going with more refined and intimate layouts to improve the customer experience. Out with the plastic seats and primary colors, and in with wooden chairs and tables, faux-leather seating, fireplaces, flat screen televisions, and softer lighting. The new builds also offer the latest technological advances and rigging, like burger kiosks and self-service.  As of early 2016, about 20 percent of the 14,300 restaurants had been remodeled or rebuilt.

The Elmira Road location is corporate-owned, with most of the legwork handled by Bohler Engineering of Albany. Plans call for a teardown of the old restaurant, to be replaced by a 4,552 SF restaurant with a dining area for 66 seats, a double-lane drive-thru, pedestrian and bike amenities, outdoor seating area (screened from Elmira Road by a brick wall), and adequate queue space for hungry patrons on the go. Expect a soft red or terra cotta brown Belden face brick exterior with Country Ledgestone Boral USA veneer and aluminum metal accents. The number of parking spaces will be reduced from 59 to 33. The cost of the project is $1.375 million, according to the Site Plan Review application.

The project didn’t elicit any commentary; not many people live down here, and it’s a modest project. It was first proposed in March and approved by June, which is about as fast as one can move through all the stages of Planning Board review. Construction is expected to run from September through December 2017.

Although SW-2 zoning is one of the city’s more flexible options, the project applied for and received zoning variances for setbacks (it’s too far back per zoning, but McDonald’s said they needed it to safely install the drive-thru queue), building width (needs to be 35% of lot, McDonald’s is 21.4%) and signage.

Bohler was the engineering consultant, and it looks like Mulvey Construction, a commercial general contractor based out of Lockport (near Buffalo), will be in charge of the build-out. While liable to ruffle a few feathers among the local trades, Mulvey is a preferred contractor for McDonald’s, and has handled the construction of over 50 new and renovated McDonald’s. They have demonstrated familiarity with the design, allowing for better labor efficiency (cost savings) and a firmer grasp of quality control.

Looking at the project site, the old property has been fenced off and demolished, leaving only rubble at this point. The footprint of the new store is located further back in the lot, and it seems that the old slab foundation was torn out, which would explain the large concrete debris pile.


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