You’ve probably heard about some renegade McDonald’s franchisees over the years. They didn’t change the menu to make headlines. But they did change the décor.

In San Diego alone, I visited or read about McDonald’s sites with themes such as ’50s diner, surf shack and upscale steakhouse. The décor didn’t necessarily reflect on the neighborhood, either. I wondered why the “surf shack” restaurant was so far inland. And the outdoor designs didn’t really give a clue to what was inside.

It looks like McDonald’s European franchisees are way ahead of their U.S. counterparts when it comes to store design. Comfortable chairs, low-hanging lampshades and complimentary iPods are among the chic elements that have won over a large number of customers.

Think about it: You want to keep your customers shopping or ordering. But do you really make them comfortable in doing so? Some well-placed chairs might make them sit and linger awhile. Cleaner-looking signage and labels can keep them interested and in a buying mood.

Euro Mac’s design changes started at the top. The Frenchman in charge of McD’s European operations had his own design studio before getting into the fast-food biz.

As the article points out, he’s doing more than just changing the restaurants’ looks. He’s redefining the brand while retaining local customs. That means making interior and exterior upgrades as well as improving the menu. His influence seems to be working, with sales growing faster in Europe than in the United States.

He’s also done something I feel every retailer should do: Create an employee manual that clearly spells out what’s expected of them and how to treat customers. Your employees are as important as anything else in defining your brand, whether you have one store or dozens.

You’re most likely the person at the top of the food chain for your retail outlets. If they could use a makeover, think about what McDonald’s is doing in Europe. They’re a global firm, but in Europe they’re thinking and acting locally.

Breakfast porridge, anyone?