McDonalds Gets New Sign It Says Will Help Boost Sales
McDonalds has received an OK for a new sign closer to the street that the restaurant requested four months after opening in hopes of increasing sales.
The approval was granted last week by the Danvers Zoning Board of Appeals. The board did not have a problem with the sign's new location, but did express concerns about the sign's electronic message center on one half.
The board set a limit on the electronic message half of the sign, saying that the message can not flash or change and can be changed once a day. At least one board member said the board's permission for the electronic sign could open the door for similar requests for a similar sign from other businesses along the street.
The restaurant chain first came before the board last month asking for a new sign closer to the street. McDonalds needed board permission to move the sign since the seven signs on the property had been previously granted with a variance by the board.
Among other reasons, McDonalds officials said they wanted the sign closer to the street because they felt the existing sign was too far from the street and being overlooked by Endicott Street drivers. In the first four months that the restaurant has been open, they said sales had fallen far short of the company;'s projections.
It is the fourth McDonalds in Danvers - there are also location on Andover Street, High Street and in the food court at Liberty Tree Mall.