McDonald’s is offering Wi-Fi access at 75 restaurants in the San Francisco Bay Area. The move may democratise a hot spot movement that has largely been confined to more “business oriented” environments. While still hoping to attract the traditional business user, McDonald’s hopes its Wi-Fi service will appeal to a broader section of the population.

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McDonald’s is partnering with Wi-Fi provider Wayport on the six month trial, which will operate across a region that is, arguably, the centre of the US technology industry. The partners will offer two hours of wireless web access for $4.95, although other options, such as vouchers tied to meal promotions, are likely to be made available.

Wi-Fi access is already available in a few McDonald’s outlets in New York, and the company will soon offer access in some Chicago restaurants. It is also considering rolling out Wi-Fi access in its Japanese operation.

McDonald’s executives rejected suggestions the chain’s clientele may be too down-market to care much about the introduction of wireless web access at its restaurants, which number 30,000 worldwide.

Don Thompson, president, West Division of McDonald’s USA, said it was a mistake to simply characterise the company’s customer base “as quote unquote blue collar”. He said McDonald’s customers represent the “demographic and fibre of America and the world.”

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However, Thompson said that as well as a potential revenue stream from connections, there were other payoffs for the restaurant chain. He said he hoped he would see customers come in and savour a meal, log on to the web, then decide to buy a dessert as well. He also rejected suggestions that the McDonald’s fastfood ethos would not sit well with relaxed web surfing. “We’re not in a rush to turn tables,” he said.

There are an increasing number of spaces where mobile users can access the Internet, but these have arguably been concentrated in more upscale locations, such as airports, hotels, and gourmet coffee shops. Coffee chain Starbucks has been offering wireless access in its stores for some time.

McDonald’s is obviously targeting the same business customers as these existing Wi-Fi operations, but it hopes to increase the appeal to other user segments, such as students. Its plans were backed up by Intel mobile marketing director, Don MacDonald, who spoke at the launch, pointing out that a growing proportion of notebooks were being bought by consumers.

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