From “Children’s Paradise” to “Late-Night Canteen”— McDonald’s Spatial Experience and Emotional Connection with People of Different Ages

With social progress and improved living standards, the "experience economy" has gained prominence.As a globally renowned fast-food brand, McDonald's has strengthened its emotional connection with Chinese consumers through localized strategies.Its spatial evolution-from "Children's Paradise" to "Midnight Cafes" -and emotional connections with different age groups have become focal points of research.This study employed questionnaire surveys (218 valid responses across multiple cities) and content analysis McDonald's China-related materials), yielding the following conclusions: McDonald's spatial usage shows significant generational differences-parental caregivers prioritize play facilities and environmental safety, younger adults favor late-night dining and social spaces, while over 60% of elderly consumers find the space unsuitable for prolonged sitting, highlighting deficiencies in elderly-friendly design; consumers 'emotional connections with McDonald's are diverse, validating theories of "spatial attachment" and "memory landscapes"; spatial functions have evolved from single-purpose dining to multifunctional social spaces, progressing through three phases: child-focused environments (2000)(2001)(2002)(2003)(2004)(2005)(2006)(2007)(2008)(2009)(2010), study-oriented spaces post-2015, and "Midnight Cafes" prominence since 2022; while the brand's spatial transformation has been successful, it lacks comprehensive cross-generational emotional integration.Although youth-oriented strategies are effective, their exclusion of elderly consumers due to inadequate senior-friendly facilities highlights gaps.The study shows that McDonald's has advantages in emotional construction and social field construction, but there are still shortcomings in intergenerational balance and service for elderly customers.Its experience can provide a reference for the spatial development of the fast food industry and the development of catering enterprises in the "post-space economy" period.