Exploring McDonald’s complex role in Black capitalism, culture

Throughout American history, the country’s independent, self-made ideals have remained steadfast, at least in theory, even if methods to achieve those ideals haven’t always been virtuous. In the foreword to “Franchise: The Golden Arches in Black America,” Marcia Chatelain — associate professor of history and African American studies at Georgetown University, as well as a Chicago native — singles out franchising as “maybe the most American idea in the world.”

The practice began as the brainchild of another American icon, Coca Cola, in the late 19th century: “Franchising is big business in America. … An individual with no formal training or education can become a business owner — maybe even a millionaire — with only an owner’s manual and sheer will.”

The fast food industry and McDonald’s, in particular, maximized the franchising model during the 20th century. With plain language and painstaking detail, Chatelain traces the relationship between Black Americans, McDonald’s and capitalism — from the first-ever Black-owned franchise in Chicago’s Woodlawn neighborhood to McDonald’s role as a public space during the 2014 Ferguson uprising.

The narrative centers on Black capitalism, but Chatelain also examines McDonald’s cultural efforts to reach Black communities. She argues their importance in establishing the Golden Arches as an attractive vehicle for Black entrepreneurs. “This story is about how capitalism can unify cohorts to serve its interests, even as it disassembles communities,” Chatelain writes.

This Q&A was edited for clarity and length.

Q: The book weaves a complex tale of how McDonald’s fits into different facets of Black American life. What led you to to writing a book like this? A: I think the book was very much reflective of growing up in Chicago. I participated in activities that had sponsorship from the local McDonald’s Black Operators Association, especially the Know Your Heritage Black History Month Quiz Bowl. I remember turning on WGN and watching local programs, whether it was the Bud Billiken Day Parade, special days at the DuSable Museum, special themed restaurants that were Black franchised or that had a Black history to them, and going to them after school with my friends. Many African Americans who grew up in big cities had similar expe

riences.

I felt like African American leadership in McDonald’s was all around me growing up, and so this book really is about my roots in Chicago. Chicago is so important to the history, not only of McDonald’s, but of African American entrepreneurship within McDonald’s.

Q: Your narrative consistently underlines the shortcomings of capitalism to solve social problems and economic imbalance. Can you discuss?

A: I really am concerned about any idea, any initiative, any programs, that suggest that problems of structural inequality can be put at the footstep of the private sector to solve.

Not only because the private sector isn’t made for that and will never fully commit to that, but because we lose sight of the public systems we actually do have that need our support and that need our care.

This book, in many ways, is a cautionary tale for anyone who is in a position of power when they start thinking that communities in need can be placated or can actually be saved by simply throwing money into the marketplace, rather than thinking about what people have been denied access to and ways of making sure that our public resources are more equally distributed.