"I love this salad, it's so cravable," he coos in a slight European accent.

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For lunch, Denis Weil chills out in the contemporary lounge he created.

Reclining in a leather-backed Lipse chair designed by Wolfgang Mezger, he munches a southwestern chicken salad and sips a berry smoothie.

The ambiance is foodie chic: hardwood floors, sleek white tables, a wooden-slat ceiling, and tranquil lighting from a low-hanging ceiling lamp.

Weil spritzes a lime over his salad, enjoying the laid-back vibe that lets him focus on the food.

All the more funny is the fact that Weil isn't particularly cool.

When the stout 49-year-old pulls up in an Audi A5, he quickly dismisses it as his "midlife-crisis car." His casual attire of a blue button-down shirt and loose-fitting khakis makes him look more like the guy in front of you at the register than some ultra-hip designer."There is a mythology that design is a glamorous, personality-led activity," says Tim Brown, CEO of Ideo, who has consulted with Weil on Mc Donald's customer experience."Denis really represents that you don't have to wear a black turtleneck to do it." Brown calls Weil an "experience engineer" who isn't afraid to tap customers for input.Which fits perfectly into Mc Donald's everyman aesthetic."It's a community center," says Weil of the restaurant, meaning Mc Donald's is one of the few places cheap and casual enough to be accessible to nearly everyone."There are very few public places left where private things happen." The restaurant in Oak Brook has been divided into four "seating zones," each designed for a different activity—chilling out, working, casual dining, and group events.