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In 1961, after Ray Kroc
assumed control of the chain he created, he began flying
around the country in search of places to further expand his
McDonald’s restaurants. There were already two in the
Chicago area and they were profitable. Though both stores
were then owned by white men, one store was run by a black
manager; that was fine with Kroc, as long as the place was
profitable.
The idea of a restaurant
that served everyone, regardless of race, intrigued
African-American southerners who were living under Jim Crow
laws. When McDonald’s moved to their areas, segregation was
in effect but the Civil Rights movement was coming, along
with protests and sit-ins. Kroc tended not to get involved,
preferring that franchisees deal with situations on their
own.
By spring of 1968, that
was no longer tenable. White-owned restaurants were an
“irritation” in black neighborhoods and after Dr. King was
assassinated, resentment boiled over. Kroc decided that it
was best to find black franchisees to assume ownership of
such restaurants in those areas. So by the end of that year,
Herman Petty of Chicago proudly opened the first black-owned
McDonald’s location…
With a sub-title of The
Golden Arches in Black America on the cover of this
book, one might think that it would include something about
nutrition. It does – but not much, and not until the end.
Instead, author Marcia Chatelain uses Franchise to
focus mostly on a history of the chain itself and its
business relationship with the black community.
It’s a 60-year account
that’s tasty, but there’s not always a happy story to go
along with the Happy Meal, which Chatelain explains,
starting at mid-century. It’s a tale of unknowns who are
usually unsung, and some that are total surprises; Chatelain
also examines oft-told Civil Rights stories as they relate
to the McDonald’s chain, showing history from a different
spot at the table.
This is not your
run-of-the-mill business book, nor is it an everyday history
read. It’s actually a little of both, and worth a look. If
you’re seeking something to learn and enjoy, Franchise
has it in the bag.
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