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.
9 comments:
The ultimate repurpose… the West Erie McDonald’s as the new home of the MJ.
You are right about today's generic look. They are building a new fast food restaurant on Lorain Rd in North Olmsted. The exterior is pretty much complete and I don't have a clue as to what it is going to be. I just hope it's something new to the area and not a repeat of something a mile down the road. A Culver's is going up on Lorain Rd at the Turnpike.
I liked the old design and well remember put-putting down to one on a Honda motorbike. The trouble with the design was 1) no indoor seating, as you mentioned; 2) the ordering was done via an outside window. This arrangement was dandy for California, where the chain originated, but not well suited to the winters around here.
Mansard roofs were everywhere in the early 1970s, in part because it was relatively easy to "renovate" old buildings by hanging a fake mansard roof on the facade. For fast-food restaurants, one appeal was the ability to hide the equipment on the roof - air conditioning, etc.
https://architecturalobserver.com/the-curse-of-the-70s-mansard-mayhem/
Can't believe the prices here..20¢ for a cheeseburger..20¢ for a milkshake.And .12¢ for a French fry.Now you're talking $10.-$11.00 for the same meal.With todays pricing you might as well eat at Texas Roadhouse.All of these fast food places today are too high in my opinion.I consider the Texas Roadhouse as the golden standard to compare these places with.If their prices are within a couple of dollars of the Roadhouse,I just automatically go to Texas Roadhouse.
We used to stop at one near Youngstown that had the arches. Dad loved it 'cause it hardly took any time, he could feed the whole bunch of us with very little dough, and he could stay in the car. I was a little leery because ordering special took forever, but once I learned that their "kind of onions" on their burgers wouldn't actually kill me, all was A-OK.
I'll agree their prices today are steep. I thought it might be because of wages, but they paid workers about 2 bucks an hour in the '70s as opposed to 12 bucks now (which isn't even keeping up with inflation), so I suppose it's a mixture of the cost of doing business with a dollop of corporate greed.
But to be honest, I really preferred Red Barn back then, and now would rather have DQ food -- their ice cream machines *always* work!
And, yes, I know that DQ soft serve isn't really ice cream. Cut me a break.
So Don, were you "Hamburger Hungry" for a Big Barney or a Barnbuster? Or perhaps "Chicken Hungry"or maybe even "Fish Hungry?" The Muppet-like Red Barn food gang cracked me up in the commercials.
And I agree, Anonymous, today Texas Roadhouse is the very best value, best food and best service! Love that place.
Freddy's Steakburgers will be in N. Olmsted
...FWIW, the Colorado Avenue McDonald's was, until I hit high school, the only one we ever really went to because it was right down the road from the Shipyards and we got treated every Friday during bowling season. But I remember the West Erie Avenue one better because it had the Mr. Speedee sign out front and lasted longer as an 'original' building. Shame that both of them are gone now.
Dan:
"Chicken Hungry." Definitely. It's still my go-to at DQ. A 3-piece w/ fries & Blizzard for about 9 bucks, with tax. Not too bad. And fast, too. And I can eat in my car and not have to put up with noisy kids! BONUS!!!
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