A few weeks ago, a brand new McDonald’s restaurant opened no more than a few miles from my front door. There are other McDonald’s locations in the general area, but this is now the closest one, and the one I figured I’d frequent if so inclined.
Now, yes, I know McDonald’s isn’t necessarily the healthiest dietary choice, just like most other fast foods, but I’m not above it. Similarly, I enjoy perusing Taco Bell’s latest combination of meat, cheese, and corn or flour vehicle in which to consume it… I’ll also indulge like a heathen in Jesus’s favorite chicken at Chick-fil-a, and well… when the Whataburger and Culver’s each opened local restaurants a few years back, I’d be lying if I told you they’ve haven’t taken quite a bit of my fast food money since.
Back to McDonald’s, I’m admittedly also a sucker for an Egg McMuffin (or two). There’s just something about the combination of the styrofoamy English muffin, the Canadian bacon, the thick disc of egg, and the melty yellow-orange American cheese that just hits home. Whenever I’m on the road fishing, I always make a McDonald’s Egg McMuffin my departure day breakfast. It’s tradition.
So, when I decided to visit the new McDonald’s for the first time last Thursday night for a quick, late dinner, I was mildly excited to kick the tires on a new location. I was going to go inside and give it a go. But when I did. Ouch. It looked like a subway station or urgent care lobby or something. Very dull, dark, sterile, and unappealing.
There was nothing fun on the walls, not even a video menu board by the unmanned register. Just a bunch of cages to pick up your takeout order, three kiosks to self order, and 4 or 5 of the most uncomfortable booths and tables you’ve ever sat in. Like IKEA furniture, but in the very worst way. Sure, there was a not-high top table with some stools too, but none of which was very welcoming at all. It’s clearly designed to not appeal to folks that might want to eat inside. What are we even doing here, McDonald’s?
I understand that I’m not alone in lamenting the “borification” of fast food restaurants. There have been many a YouTube video, social media post, or even long form article about how the trend of America’s most iconic fast food brands has been to remodel their stores to have less flair, color, and individuality. Instead replaced with drab and dull, mostly gray boxes. Devoid of playgrounds, tv screens, mascots, and in some cases, even self-serve fountain drink machines. (This McDonald’s had none of the above – I don’t even think napkins were put out where I could reach them).
In the end, I’m not really complaining about the actual execution of my meal or the employees. The location was very clean, the kids working there did wipe down the tables promptly after customers left, and the food was just as expected. The Quarter Pounder with cheese was tasty as usual, and the fries hot, salty, and crispy. It was McDonald’s. No need for photos, you know what those things look like.
But what I am mourning is the loss of something that was kind of special to me, and I’m sure others in my age demographic. With my formative years being in the late 70s & early 80s, I grew up on McDonald’s Happy Meals. It was always a fun place to visit. Bright and cheery. Even if there was no playground, it was always welcoming, and Ronald and crew did a diabolically great job instilling brand loyalty deep into me. They made it a place I’d still go inside and eat if I had my choice, rather than scoot through the impersonal drive-thru to eat in my car or at home. Even when people talk smack about the food, I shake it off, I still have a soft spot for Mickey D’s.
However, if this is the trend. I might be out on McDonald’s. Or at least any location that looks recently remodeled. Yes, I’ve been in newer McDonald’s locations. The kind that want you to order from a kiosk instead of with a person. But those locations still at least had video menu boards, a little bit of Happy Meal advertisement flair, and an air of personality that made them look something more appealing than eating in an airport restroom. It’s like they intentionally went out of their way to make this location depressing.
But maybe that’s the point. Chris K. and the corporate folks making the decisions in Chicago likely don’t want me inside their stores anymore. My presence makes it too costly to staff and too much overhead to maintain. Just drive-thru or pick up your “products” from a yellow cage instead. It’s more efficient and it’ll look better on our bottom line. Makes cents… I mean sense.
Fortunately, creating the appearance of warmth & hospitality doesn’t take much effort. Not that you’re reading this musing McDonald’s, but if you were… Start with some brighter lights, a bit of signage, an overall less sterile, industrial appearance. A few splashes of color might be nice too. You’re the golden arches after all. Chick-Fil-A does it, Culver’s excels at it, heck, even Wendy’s didn’t go this far in reverse when they got rid of their much-missed sunrooms.
C’mon, no more restaurants like this, okay? Bring back some whimsy. A few more creature comforts so we know we’re valued customers, not just transactional commodities. Because this new bargain basement store format… I’m certainly not lovin’ it.
Sorry there was no fishing in today’s post. If you’re here for that, and made it this far, apologies. Sometimes, inspiration to write takes on unique forms. This blog is “Fishing & Other Nonsense” after all.