Fast-food chains like Subway take down the ‘no loitering’ signs to encourage new customers

The decor associated with the typical fast-food restaurant was clearly formulated to keep anyone from getting too comfortable. Cheap eats were rarely accompanied by a soft seat.

But now, inspired by the success of Starbucks, the largest chains have started to take steps to encourage loitering.

Subway has been the latest to unveil a new upscale format, which recently expanded to 15 U.S. cities., with 10 more planned by the end of the year.

Most of the 34,000 or so Subway locations in 98 countries around the planet, including about 2,6oo in Canada, were designed in a gaudy fashion that has made customers want to leave the moment they finish their sandwich, let alone reach for a drink refill.

An entirely different atmosphere, however, has been developed for the new Subway Café.

Brick or wood-panelled walls and lounge-style seating will be the norm at these new restaurants, according to industry trade publication Nation's Restaurant News and some will even incorporate a fireplace. The lighting is also strategically different.

The cafe concept has also incorporated baked goods and coffee beverages, alongside the Subway subs, in response to demand from office building landlords.

Similar changes could be in the works at Tim Hortons, which parted company with chief executive Don Schroeder on Wednesday, following its recent struggle to increase profits.

Schroeder had repeatedly expressed a wish to further broaden the menu and make Tim's a destination around dinnertime, although the overall atmosphere hasn't done much to make the idea of spending more than a few minutes in there seem appetizing to most.

McDonald's has attempted to seize that position with the introduction of free and unlimited Wi-Fi at locations across Canada.

So, even if the clown-faced atmosphere has struggled to retain its appeal, grown-up customers may not notice if they're fixated on their digital screens.

Right around the corner, based on a $1-billion renovation plan already announced in the U.S., is a move by McDonald's replace the fiberglass tables and industrial steel chairs with wood and faux leather. The loud colour on the walls will even be muted.

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