Mickey D's, Really Lovin It?

Infiltration!..... Are You Really Lovin’ It?


Fate or surroundings, which would you say plays a bigger role in the way a person turns out? This is an age old question that had brought about many arguments and much research. But in the case of America it is almost foolish to believe anything but people being a product of their environment. One of the most predominant environments created in American culture, at least in this point in time, is that of the fast food industry, particularly McDonalds. The tactics that have been utilized in past years by this corporation such as the “cradle to grave” strategy have been aimed at the children of America as opposed to the adult consumers. This “cradle to grave” tactic capitalizes on the fact that “market research has found that children often recognize a brand logo before they can recognize their own name” (Schlosser 43). So what kind of setting is ideal for a McDonalds? Any kind. McDonalds uses a very detailed system to place their franchises but ultimately they can be found any and everywhere from rural “villages” to concrete jungles. These fast food restaurants effects the population around them undoubtedly, but the population around them also plays a big role in how these places are built, maintained, and ran.

Everyone knows that most anywhere you go you can find those golden arches and along with that a uniform dining experience. Although McDonalds tries its hardest to keep a likeness amongst their franchises this doesn’t always work out as they plan. The environment around the locations of these McDonalds affects the decor of the establishment, who works there, and many other factors that play into a customer’s interpretation of their “friendly neighborhood Mickey D’s.”

Now nothing is wrong with differences amongst food chains different locations, but when the quality of food and service begins to suffer due to some of these distinctions then the issue becomes more prevalent. I have been into more McDonalds across the country then the average American and I can say with confidence that no matter where a McDonalds is placed the environment that is produced is a product of the surrounding culture. For instance as you enter the city of Peotone, Illinois after you pass the hundred year old “Welcome to Peotone, a good place to live in” sign the first thing you notice is the hundred foot high yellow wooden M that sticks out like a sore thumb. The M oddly enough reminds me of some sort of ancient obelisk the way it towers over the city and cries for your attention. Now most McDonalds that you see have the traditional yellow and red McDonalds sign that is lit up and can be seen a good distance away but this small town was apparently had a few extra parts in their McDonalds starter kit (the M can be seen from the next town.) Upon entering this McDonalds the atmosphere didn’t seem too much different than any other fast food joint I had been in. But after ordering my food I started to notice that all of the employees looked like middle aged people, not like the teenage ran establishments that I am accustomed to back in Tampa, Florida. The service was by no means speedy but the kitchen there seemed to flow pretty well and there was none of the usual chatter that I was used to. This McDonalds seemed to me more like a old style coffee shop than a in and out hunger pit stop. There were no smiling characters on the walls and the only child friendly thing I could easily see was the happy meal boxes behind the counter. All of these things came as a huge surprise to me because just a few weeks before that I had entered one of the most well decorated McDonalds I have came across in my travels. This McDonalds was built across the street from a mall in Waco, Texas. If I was still a kid the inside of this place would have rivaled Chuck E. Cheese. The front was modeled to be a sort of upscale dining experience that is referred to now as “McCafe.” The furniture style that had been selected for this place was all modern and the color scheme that had been chosen fit a futuristic style with browns , silvers, and whites with just a hint of the McDonalds traditional red. Now the part of this McDonalds that would drive a four year old crazy is the back. No there is no “play place” to be found here but instead tables full of board games and legos, loads of bean bag chairs and comfortable couches, not to mention the xboxs and playstaions lined up along all sides of the large square room. Now comparing the set ups of these two McDonalds is simple and it is also easy to see why the Waco McDonalds seems to only employ young energetic high school students while the Peotone McDonalds seems to prefer older more laid back employees. If the Waco McDonalds employed slower and more charismatic people the atmosphere would not be as lively and full of energy which in turn would lead to children not having such a good time. The same goes for Peotone, if there were a bunch of loud and overly assertive kids working there I am sure that some of the regulars would find another more peaceful location to read and drink their coffee.

To say that McDonalds is bad for people is true, but it also helps many people at the same time. Considering that McDonalds might help kids stay out of trouble while providing them and their families with extra money, and that McDonalds also can offer people with bad job experience or less than desirable backgrounds a place to earn a living McDonalds of course has positives. The fact that they sprout their characteristics from the things around them isn’t coincidence; it is a great way to provide comfort and a sense of security to a surrounding population. I would argue that McDonalds is a great asset to most neighborhoods as long as the people in that neighborhood made wise choices about the regularity of their McDonalds visits and also good choices about what food they chose to eat on those visits. Although the food at McDonalds is horrible for you, it is cheap and is slowly improving. As long as the culture around all McDonalds keep demanding better quality food and cut back on the unhealthy items I believe that McDonalds will begin to affect communities in a much more positive way.

All of the different aspects that make up a McDonalds are easily influenced by regular customers, therefore all McDonalds reflect their community. The way that I have portrayed McDonalds is chameleon like, a sort of self modifying industrial organism that takes the form of all the things around it. This chameleon like feature that McDonalds has shown establishes its dominance amongst all other fast food restaurants and secures its future as a house hold name. After all it’s hard to dislike people that love to see you smile.