一个机构的设计、总体环境和布局在决定机构的成功过程中起着非常重要的作用。投资设计能力和创新声誉的公司可以避免价格上的竞争（贸易和工业部，2005）。当然，这只是决定建立成功的因素之一。
选择的服务提供商是麦当劳和地铁。两者都是餐饮服务商，但如果仔细研究，两者都大不相同。之所以选择这些机构，是因为它们都是全球公认的著名公司，然而，所选的样本只来自北美洲，因为世界各地的机构有太多的变种。
麦当劳是世界上最大的汉堡快餐连锁店之一。它始于1940，兄弟李察和Maurice McDonald开了一家餐馆。他们创新的“Speedee服务系统”，客户服务在一个快速和便捷的方式。他们主要供应汉堡，炸鸡，炸薯条，早餐，软饮料，甜点和更多，这取决于该地区。
麦当劳多年来改变了它的建筑风格，然而，这家公司最重要的标志也许是其标志性的金色拱门（见附录2）。这是独一无二的，因为没有其他公司有这些黄金拱门任何地方，它可以看到从远处的象征通常是栖息在一个非常高的极点（见附录3）。麦当劳现在的特点是一个非常现代的建筑，是用现代的黑色完成与红色的口音和提示木板（见附录4）。这是因为黑色使人感到成熟（jerdee，1995）反映了许多人的现代生活方式，现在。然而，不管他们如何改变建筑的设计，他们的签名“金色拱门”必须纳入到建筑的地方因为喜欢品牌的标志符号是超过“标签”为品牌的产品；他们作为“传递品牌信息，向消费者承诺的视觉速记”（selame 1988）。与过去的红色屋顶相比，即使是屋顶也被更为传统的屋顶所取代。
麦当劳餐厅的室内设计比以往任何时候都更高档，更时尚。如今，大多数麦当劳餐厅的色彩设计都提供了丰富的咖啡色调，在宁静的气氛中，用鲜艳的颜色如红色和黄色来代替公司的形象。这也是因为麦当劳最近增加了新的麦线供应咖啡和蛋糕（见附录6）。颜色方案也有助于公司象征着家庭、温暖和稳定。这使顾客在建立时感到更舒适，也会放松，创造一种与星巴克或咖啡豆相当的悠闲气氛。然而，他们并没有在餐馆里去除红色（见附录7），因为它证明了红色能刺激食欲，因为它对我们的新陈代谢有影响（辛格，2006）。麦当劳的灯光很亮，但不打扰。结合颜色和照明起着至关重要的作用，在影响消费者购买意愿和商店惠顾（巴宾等人。2005）。该公司还决定增加平板电视、舒适的沙发和椅子，并将座位区划分为适合较大群体的就餐区、就餐和经营顾客以及想入住和入住餐厅的人们。即使是在餐厅演奏的音乐也是一种舒缓的风格。
澳洲案例分析作业代写:麦当劳餐厅服务设计
Service Design is the activity of planning and organizing people, infrastructure, communication and material components of a service to improve its quality and the interaction between service provider and customers(Wikipedia, 2013). The aim is to design products or establishments to fit the needs of customers so that it is more friendlier and familiar towards the customer, thus, allowing the company or establishment to have a competitive edge against its competitors. Current trends suggests that firms are now competing through design and not price. In UK businesses where design is integral to operations, 84 per cent say they’ve increased their competitiveness through design; and 79 per cent think that design’s importance to competitiveness has risen over the past decade (Design Council,2005). Service design plays one of the major roles in shaping the customers' perception of a firm's image, thus it should not be taken lightly. A few examples of environmental factors would be music, colour, scent and even the uniforms of service workers can easily affect customers subconsciously. Service design can be both tangible and intangible.
The design, overall environment and layout of an establishment plays a very important role in determining the establishments' success. Companies that invest in their design capability and develop a reputation for innovation can avoid competing on price alone (Department of Trade and Industry, 2005). Of course, this is only one of the factors in determining the success of the establishment.
The chosen service providers are McDonalds and Subway. Both are foodservice providers, however they both are quite different if examined closely. These establishments are chosen because they are both very famous companies that are recognized globally, however, the chosen samples will only be from North America because there are too many variants of the establishments around the world.
Service 1: McDonalds
McDonalds is one of the largest chain of hamburger fast food restaurants in the world. It began in 1940, where brothers Richard and Maurice McDonald opened a restaurant. They innovated the "Speedee Service System" where customers were served in a fast and quick manner. They primarily serve burgers, fried chicken, French fries, breakfast items, soft drinks, desserts and many more, depending on the region.
McDonalds and critical analysis of its exterior facilities
McDonalds has changed its architectural style over the years, however perhaps the most important symbol for the company is their signature Golden Arches (See Appendix 2). This is unique as no other companies have these Golden Arches anywhere and it can be seen from far away as the symbol is usually perched on top of a very tall pole (See Appendix 3).McDonalds now features a very modern looking building that is painted with a modern black finish with red accents and hints of wooden planks (See Appendix 4). This would be because black makes one feel sophisticated (Jerdee, 1995) mirroring the modern lifestyle of many people nowadays. However, no matter how much they change the design of the building, their signature "Golden Arches" must be incorporated somewhere into the architecture because symbols like brand logos are more than “mere labels” for branded products; they serve as “visual shorthand” for communicating a brand message and promise to consumers (Selame 1988). Even the roofs are being replaced with flatter more conventional ones as compared to bright red roofs of past.
McDonalds and critical analysis of its General interior
The interior designs of McDonalds restaurants are more upscale and stylish than it ever was. The colour scheme in most McDonalds restaurants nowadays offer rich coffee tones in a calming atmosphere with accents of bright colours such as red and yellow, in lieu of the company's image. This was also done because McDonalds has recently added their new McCafe line which serves coffee and cakes (See appendix 6). The colour scheme also helps the company as is symbolizes home, warmth and stability. This makes customers feel more comfortable at the establishment and would relax, creating a very laid back atmosphere comparable to Starbucks or Coffee Bean. They have not, however, done away with the colour red in the restaurants (see appendix 7) as it is proven that the colour red stimulates appetite because of its effect on our metabolism (Singh, 2006). The lighting in McDonalds is quite bright however not intrusive. The combination of colours and lighting plays a critical role in influencing the purchase intention of consumers and store patronage (Babin et al. 2005). The company has also decided to add flat-screen TVs, comfortable sofas and chairs, and divide the seating areas into eating zones that cater to larger groups, eat-and-run customers and folks who want to stay and lounge into their restaurants. Even the music that is being played in the restaurant is of a soothing genre. All these elements play a part in attracting customers as they provide a platform for people to stay longer in the premise, because longer stays contribute to the purchase of larger meals, more coffee, or desserts and; therefore, resulting in a much larger profit (Singh, 2006).
McDonalds and critical analysis of its Store Layout
Over the years, McDonalds has perfected their floor plan in such a way that the flow will be very smooth in terms of their customers and their staffs. For this section, a floor plan will be used as an example (See Appendix 8). Firstly, the cash registers are placed in such a way that when the customer enters the restaurant, they will see the cashiers, this makes it easier for customers to place their orders. Then after that they can proceed to the seating area which is in front of the cashier with their food. The kitchen is hidden behind the cashier counters. This is where the preparation of food is done. The kitchen is designed in such a way that the flow is also very smooth, resulting in an increased efficiency. McDonalds has incorporated a "production line" system in the workplace that was pioneered by Henry Ford (see appendix 9). As pictured in appendix 9, it is observed that the production line system is a very efficient way of producing food. Equipments are arranged in such a way that there is no doubling back to the opposite direction, reducing the total amount of time needed for the food to get to the customer.
McDonalds and critical analysis of its Interior Displays
