They all look very boxy, with strong horizontal and vertical lines dominated by pillar-like structures (pilasters, I guess) near the entrance. While the buildings are attractive – almost classy looking – they have no personality and aren't very distinctive. In fact, there's no way of knowing what restaurant chain it is until the logo is installed in the large open area reserved for it.
It's almost as if the design is insurance that in case the marketing gurus made a boo-boo and the restaurant fails, the building can easily repurposed by another business.
It's quite a difference from when you could look at a Taco Bell under construction and know it's a Taco Bell.
Anyway, I think this trend might have its roots in the 1970s, when McDonald's did away with its iconic walk-up restaurant design, with the building supported by those Golden Arches, and went with the (ugh) mansard roof look. Ironically, that mansard roof became as standard and recognizable as the design it replaced; it just wasn't as fun to look at.
And fifty years ago this month, that 'new look' came to Lorain at both the West Erie (US Route 6) store and the east side outlet on Colorado Avenue. The ad below, which ran in the Journal back on July 17, 1973, made the announcement.
Of course, the main reason for the change was the necessity of adding indoor seating.
And to sugar-coat the transition, the chain gave away a bicycle at both stores, with no purchase necessary.
Looking at the ad, one thing leaps out at me: the image of Ronald McDonald. You really don't see the jolly clown spokesperson any more, on TV commercials or at the store. And that's too bad, because having him in the commercials again would really liven up the proceedings a bit and remind us that fast food used to be 'fun.' But fun or not, McDonald's is still the number one restaurant chain in America.
And to think it was only ten years earlier, at the end of July 1963, that McDonald's opened its original design restaurant on the East side.
