In this Article Doing business in the experience economy Getting franchisees on board The perfect venue The other side of the hot spot Picking the Wi-Fi provider Related Links Wi-Fi remote-access options expand Wi-Fi roaming agreements gel McDonald’s unwires

There's something in the air at McDonald's these days, and it's not just the wafting scent of Big Macs and french fries. Wireless Internet access is on the menu in a growing number of locations as the world's largest fast-food restaurant chain seeks to give its famous Golden Arches a more digital flavor.

McDonald's is three years into its big Wi-Fi push, which so far has brought wireless connectivity to more than 7,500 of the company's 13,700 restaurants in the United States.

The Wi-Fi project is part of a huge re-imaging campaign McDonald's launched in 2003 to bolster its brand association, which had hit an all-time low. The nation faced an obesity epidemic, and some vocal critics and overweight customers were holding fast food in general - and McDonald's in particular - largely responsible for it.

McDonald's addressed the food issues by mixing salads and grilled chicken in with its traditional burger fare, but the company's much bigger challenge was a cultural shift into an increasingly intangible economy with its digital culture. Facing a world in which experiences are becoming as real and economically valuable as steel and automobiles - much less Quarter-Pounders with Cheese - McDonald's sees Wi-Fi as a way to add a fourth dimension - digital services - to its traditional offerings of food, convenience and price.