Tag Archives: McDonalds

McMansions and McVulnerabilities

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The Mc- prefix continues to live on in analysis of American life. As a recent example, here is a description of “McVulnerability” found in social media videos of crying and sadness:

Photo by cottonbro studio on Pexels.com

The weepy confessions are, ostensibly, gestures toward intimacy. They’re meant to inspire empathy, to reassure viewers that influencers are just like them. But in fact, they’re exercises in what I’ve come to call “McVulnerability,” a synthetic version of vulnerability akin to fast food: mass-produced, easily accessible, sometimes tasty, but lacking in sustenance. True vulnerability can foster emotional closeness. McVulnerability offers only an illusion of it. And just as choosing fast food in favor of more nutritious options can, over time, result in harmful outcomes, consuming “fast vulnerability” instead of engaging in bona fide human interaction can send people down an emotionally unhealthy path…

McVulnerability is perhaps an inevitable outcome of what the sociologist Eva Illouz identifies as a modern-day landscape of “emotional capitalism.” “Never has the private self been so publicly performed and harnessed to the discourses and values of the economic and political spheres,” Illouz writes in her book Cold Intimacies. Emotional capitalism has “realigned emotional cultures, making the economic self emotional and emotions more closely harnessed to instrumental action.” That is, not only does emotionality sell goods, but emotions themselves have also become commodities…

McVulnerability, from whichever angle you look at it, is the opposite of generous. It doesn’t require risk. It may pretend to give, but ultimately, it takes. And it leaves most of its consumers hungry for what they’re craving: human connection—the real thing.

The “Mc-” prefix makes sense given the popularity of McDonald’s. The way the term is deployed above seems similar to how the term McMansion has been used for several decades. McVulnerability is a pale substitute for true vulnerability. It is vulnerability in a popular and commodified form.

But can the term stick? It may depend on the popularity of such viral videos. Do they have staying power or will they be gone to be replaced by other trending videos? Will this pattern last for years? Or there might be other terms that describe these videos. Or the critique may not stick – what if most watchers see the emotional expressions as real and valuable? If such expressions become the new normal, perhaps McVulnerability is here to stay.

We’ll have to wait and see. McDonald’s will go on and plenty of other mass produced products and experiences will come along. Which ones will live on in “Mc-” infamy?

“A man’s home is his castle,” McMansions, and the “castle” that houses a McDonald’s

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Let me try to put together a few ideas:

  1. Americans tend to subscribe to the phrase “a man’s home is his castle” and all that means for a private home owner.
  2. Plenty of Americans like McMansions, large homes with dubious architecture often found in sprawling neighborhoods or as much larger houses compared to their neighbors.
  3. McDonald’s is a famous American brand and helped give rise to fast food that goes well with driving and the private single-family homes of suburbia.

Put these together and you have a McDonald’s in a castle in northern Indiana:

Image from Google Street View

Only in America might someone build a gas station castle (it looks like a castle but in a McMansiony way) that contains a McDonald’s. I wonder if it attracts any more customers just because it is a castle.

(This building has apparently been around a while but I recently saw a story about it that caught my eye because I have seen other castle gas stations in other northern Indiana trips.)

Zipper merges work great at…McDonald’s?

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Highway drivers sometimes struggle to use full lanes to merge when a lane is closing or ending. This is known as the “zipper merge.” Thankfully,McDonald’s has helped show Americans they can do it?

McDonald’s has several advantages in encouraging a smooth zipper merge process:

  1. A shorter runway to merging. You often go around a turn, order, and immediately merge. In contrast, highway merges can sometimes be seen from a mile or more away and some want to block all that space.
  2. A physical separation of the lanes before merging. The vehicles are ordering before merging and the need to have a display board and speaker means the lanes cannot be crossed into. Even if a driver wanted to block the other lane, the physical barriers make that difficult.
  3. People want to get their food. While driving on the highway, the goal is to get somewhere quickly. Different motivations.
  4. Might it matter that McDonald’s is private property while highways/roadways are more of open or public space?

Some of these principles could be applied to highways. Imagine temporary physical barriers between the lanes to force a merge closer to the end of the lanes. Or, reminders that blocking lanes has (legal?) consequences even though it is more public space.

A McMansion with a real McDonald’s/fast food theme inside?

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A home in suburban New York has an interior devoted to McDonald’s and fast food:

There is a New York house for sale that was decorated as a love affair with fast food and it’s crazy. The kitchen looks like a modern McDonald’s complete with a kids section with old playland furniture. There are also tons of old fast food memorabilia like Ronald McDonald statues and stained glass that was used in McDonald’s restaurants in the 70s.

The fast-food theme doesn’t just start and end with McDonald’s. It includes Burger King, Wendys, and White Castle too…

This is the actual kitchen in this house. Does that not look like a modern McDonalds? Just about the only things missing are cash registers and a drive-thru window…

I swear I didn’t just run down to my local McDonalds and snap a picture of their bathroom. I mean really, how creepy would that be? This one of the bathrooms off the kitchen and it looks just like one you’d find in a typical fast food joint.

According to Zillow, the home is over 3,400 square feet and has seven bedrooms:

The term McMansion is linked to McDonald’s in that the “Mc-” prefix implies something mass produced with relatively poor quality. Does this home fit? The home is big, roughly 1,000 more square feet than the average new home. The exterior is interesting: the proportions are off as the top windows which look like they are symmetrical do not line up with the bottom features where the entryway (completely with columned portico) and garage are offset. The gables over the top windows are unncessary though the siding looks consistent.

Is the house a bit odd looking? Yes. Is the McDonald’s and fast food interior unique? Yes. But, I wonder if something else is going on here that does not quite line up with the McMansion moniker. When I first saw the home and location, I wondered if this was a postwar house. Indeed, the Zillow listing says the home was constructed in 1947. My guess is that this home had at least one addition or major change since its initial construction and these add-ons contributed to the odd facade. When people use the term McMansion, they tend to refer to a home built since the 1980s that was constructed with the poor features and quality. This home is not that. When looking on Google Street View, many of the nearby homes look to be older homes as well.

Perhaps this home is more like a McMansion because the interior specifically references fast food. Is it ironic? Nostalgic? Does all of it come the property? Put a Golden Arches in front of the house and this might be accurately termed a McDonald’s House, not a McMansion.

Finding the “unstandard McDonald’s”

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A Twitter account titled “unstandard mcdonald’s” features unusual McDonald’s buildings.

Recently discovering this account reminded me of some earlier posts about unusual McDonald’s (see here and here). There might be some things worth researching here…

  1. 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?
  2. 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.
  3. 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.

McMansion ad campaign aimed at McDonald’s

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Burger King has a new advertising campaign that shows off one particular feature of the purported McMansion backyards of McDonald’s executives:

Each of the company’s newest print ads, designed by an agency called DAVID Miami, claims to show what was once the lavish backyard of a real McDonald’s executive, the kicker being that each yard also appears to contain a grill.

“Flame grilling is hard to resist,” read the words printed over each grilling apparatus, the suggestion being that McDonald’s executives themselves preferred a flame-grilled patty…

AdAge reports that some of the photos were taken from real estate listings, meaning these particular grills may not have necessarily belonged to the “retired McDonald’s director” or “retired McDonald’s president” who may have used those backyards.

The primary emphasis is on the grill, a staple of many an American backyard. American homes and summer has long been associated with a male homeowner taking raw meat to the backyard and cooking it on the grill as the family plays and gathers around.

Of course, these are not just any grills or any homes. The news story includes three ad images. The grills look rather long – so they likely have more than four burners – and they have a stainless steel exterior. (In one image, there appears to be a Green Egg next to the stainless steel grill.) Given that these are grills supposedly owned by executives plus they are located at large homes, these are likely expensive grills.

Beyond tying McDonald’s executives to expensive grills, this also connects them to undesirable homes: McMansions. While the purpose of the ads is the grills, these grills are in front of expensive and large homes. But, they are not just mansions – they are McMansions. I’m not sure if there is a larger message here or not: should McDonald’s feel shame about having derided homes named after their restaurants (the Mc- prefix)? (Compared to the fast food of Burger King, this seems like a better pitch for places like Five Guys or Smashburger that would claim to have a more premium burger.) Does this suggest their executives have bad taste? Does this mean Burger King executives have nicer homes?

 

Fast food restaurants move from one-size-fits-all architecture to “curated” design

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Americans often can recognize a McDonald’s or Taco Bell anywhere in the country with their familiar architecture. This may be changing:

“What is different now from what we used to do is we are breaking away from a one-size-fits-all model and going to more flexibility, more variations, to end up with a more curated approach,” says Deborah Brand, Taco Bell’s vice president of development and design. Taco Bell has spent the past two years rethinking its restaurant design, and Taco Bell Cantina is just one result. “I think it’s a different approach to value,” Brand says. “We’ve always known that we have inexpensive food that is craveable, but we also look at value as serving the same food at the same price point in a potentially much more elevated dining environment.”…

Many other fast-food chains—“quick-service restaurants,” or QSR, in industry parlance—are doing the same. Restaurants from McDonald’s to KFC to Starbucks are rethinking their spaces inside and out, in a wave of design interventions that, given the sheer number of these restaurants, will spread throughout the U.S. These designs are setting a new standard for the commercial landscape, guiding the look and feel of the stores and restaurants on our streets and in our daily routines….

A quirk of designing for chains with thousands of restaurants and global marketing campaigns means that the design of the physical spaces often has to align with the image of the restaurant being portrayed in advertisements. In recent years, the KFC brand has built its advertising campaigns around an updated interpretation of the chain’s white-haired founder and human mascot, the long-deceased Colonel Harland Sanders, playing on his Southern gentleman character, while also making him, and the restaurant he represents, a little feisty. McCauley and FRCH were tasked with redesigning the restaurants to reflect this new attitude…

Today, in the era of the Taco Bell Cantina, the chain has diversified its approach to design, shifting far away from this signature building style. But branding through architecture is still a strategy used by some fast-food chains. Take the white castle-shaped buildings of the White Castle brand, for instance, or the sloping, hat-shaped red roof of the Pizza Hut chain. In its early years, McDonald’s required that its franchised restaurants use the famed “golden arches,” two parabola-shaped yellow bands on each end of the building that became a form of physical advertising. Now, for reasons such as cost and flexibility, brands are putting less emphasis on highly defined ornamental architecture and paying more attention to the experience of the customer, both in the drive-thru and inside the building.

This has the potential to both make the structures more attractive to certain demographics – and it sounds like the young adult consumer is in the crosshairs – while disrupting a common experience across locations. Are smaller branding elements like logos enough to carry the architecture if it varies quite a bit across locations? Might this chase away older consumers who are used to a particular aesthetic?

Another thought: some of this change may be in response to local guidelines where communities are more resistant to typical fast food restaurants which are viewed as lower-class. There are plenty of McDonald’s and other fast food locations that adhere to local design standards to fit in with the streetscape. Imagine you are a big city and McDonald’s wants to open a new location: would you prefer a standard looking restaurant or something unique that does not immediately scream McDonald’s?

Suburban settings and McDonald’s filmed in Georgia

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The new film The Founder tells of the founding of McDonald’s and involves a number of suburban sites – that were all recreated in Georgia:

Because of their limited budget and ultrafast 34-day shooting schedule, the filmmakers had to be resourceful in showing McDonald’s restaurants all over the United States, without actually leaving Georgia.

So, they repurposed their “Des Plaines” building.

“When you see Schaumburg, when you see Minneapolis, when you see all the McDonald’s from around the country, those are subtle reworkings of only one set,” Corenblith said.

“Just by changing the parking lot stripes configuration, it was a very subtle way to tell the audience that, no, this isn’t the place you just saw because the cars are now parked perpendicularly and not diagonally or parallel.”

Corenblith’s eye for authentic detail fooled even Keaton. He assumed the crew had found an old McDonald’s restaurant and rehabbed it for the film shoot.

The magic of Hollywood…or the similarities in suburban settings?

This movie may be worth seeing just to consider the American suburban lifestyle. Would McDonald’s and other fast food companies exist without it? Fast food takes perfect advantage of a number of factors: suburbanites need to/want to drive, all that driving means it would be convenient to eat along the way, fast food restaurants are often located at busy intersections or along busy roads, the dining experience is standardized, and the reasonable prices appeal to the middle class. No suburbs, likely no McDonald’s or a very different kind of McDonald’s.

How long should customers be able to stay at a McDonald’s?

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McDonald’s has been part of some recent controversy over how long customers should be able to stay:

In the past month, those tensions came to a boil in New York City. When management at a McDonald’s in Flushing, Queens, called the police on a group of older Koreans, prompting outrage at the company’s perceived rudeness, calls for a worldwide boycott and a truce mediated by a local politician, it became a famous case of a struggle that happens daily at McDonald’s outlets in the city and beyond…

McDonald’s is not alone in navigating this tricky territory. Last year, a group of deaf patrons sued Starbucks after a store on Astor Place in Lower Manhattan forbade their meet-up group to convene there, complaining they did not buy enough coffee. Spending the day nursing a latte is behavior reinforced by franchises like Starbucks and others that seem to actively cultivate it, offering free Wi-Fi that encourages customers to park themselves and their laptops for hours…

“As long as there have been cities, these are the kind of places people have met in,” said Don Mitchell, a professor of urban geography at Syracuse University and the author of “The Right to the City: Social Justice and the Fight for Public Space.”…

But the leisurely cafe culture and the business plan behind fast food are in opposition. Although signs hang in many McDonald’s stores instructing customers to spend half an hour or less at the tables, Ms. McComb said there was no national policy about discouraging longtime sitting. “The individual franchisees do what they feel is best for their community businesses,” she said. “In the case of Flushing, that franchisee welcomed those guests for years, and it was only when other customers felt they were no longer welcome that he attempted to adjust the visit time with the customers.”

Are these businesses solely for profit or do they also function as social spaces? Clearly the latter is true to some degree, particularly in a country that tends to lack many public spaces or a culture of cafes and pubs. When there are few other places to go, particularly for the economically disadvantaged who have less ability to carve out private spaces (whether big houses or their own cars), why not make a McDonald’s or a Starbucks into a third place between home and work? Going even further, could it be that McDonald’s is one of the few public places that will take you in if you have little?