A Twitter account titled “unstandard mcdonald’s” features unusual McDonald’s buildings.
- How often are fast food companies – or any large corporations with many locations – willing to compromise their architectural identity to either meet (a) local standards or to (b) be located in a potentially profitable location? In the first case, different communities might want a fast food restaurant to look a certain way. Some might consider a typical McDonald’s tacky or vulgar but the business might be more acceptable if it fits with local architecture. In the second case, McDonald’s might prefer to have a drive-thru and huge identifiable arches but can you pass up a location in a heavily trafficked location like an urban street corner or a museum?
- What makes the cases featured on this Twitter account stand out is that they are deviations from what McDonald’s typically looks like. Fast food – and other industries – value recognizability, especially when drivers are going by at a high rate of speed. McDonald’s helped standardize all sorts of things (hence McDonaldization), including architecture and design. Of course, that look can change over time but it typically takes place within a corporate-defined time period to refresh locations or project a new image.
- Can fast food have local variation? Different regions have different chains while other businesses are all across the country. Perhaps the most famous example in a similar space to McDonald’s is In-N-Out Burger. As the chain expands (and the recent opening of locations in Colorado drew lots of customers), does it lose some of its cachet and quality as it becomes just another national chain? Fast food is part of the American lifestyle but it also draws much critique.