McDonald's is trying to make a change that almost all businesses eventually try to. They've gotten into a rut when it comes to their customer base, so they are attempting to tweak their design to attract new customers and ultimately increase their profits.
I'm just not sure that by changing the exterior and interior, they will really bring in new people. The people that don't frequent McDonald's don't like the food, rather than not liking the atmosphere. However, since McDonald's has been going through a slight re-invention of their menu, this coupled with their renovations could be enough to convince some people to try out the 'new' McDonald's again, and give them another chance.
One thing is for sure: they will never be able to achieve the style of Starbucks. I don't necessarily think they should, though. They are a different breed of restaurant than Starbucks, and I think McDonald's should keep it that way.
The biggest problem that I see McDonald's facing with this renovation process is the issue of connecting their new look with their menu. They don't have a traditional coffeehouse menu, so I don't think that should be what they advertise their new look as. It needs to be more of creating a comfortable atmosphere to come in and sit down to eat. Most people use McDonald's as simply a fast food restaurant, so recreating their image to also include inside dining more could make a huge difference in their customer base and customer habits.
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