Interspersing our travels from pub to pub for our walking tour, we decided to take a much needed Americana break. And what better place to go for a greasy, cheap Yankee fix than good old Mickey D’s. Before we even entered the restaurant, the not-so-subtle differences between McDonald’s in America versus Europe were apparent. One of the most distinguishing characteristics of an American McDonald’s is the ever prevalent red and yellow coloring, clinically proven to be associated with hunger and increased stimulation of the senses. Billions and billions served, right?
Another key aspect of any McDonald’s is their uncomfortable seating and their open dining areas. The seating in American McDonald’s are intentionally uncomfortable because they want you sit, eat, and get out as soon as possible in order to accommodate the next wave of kids with the munchies. The open areas perpetuate this with feelings of nakedness and over-exposure. In stark contrast, the McDonald’s here in London has a greenish brown color and a much different architectural design. Instead of one big open space, it was split into two relatively cramped floors furnished with cushy chairs on the lower level and long tables, comfortable stools, and a relaxed, cafe style sitting corner on the upper floor. This is most likely done in an attempt to fit in with the chic surroundings of the European cheap eating market. The menu above the counter featured “The M,” which is essentially a glorified quarter pounder with cheese, except much pricier and on a ciabatta roll. But it was advertised in such a pretty font! They also had free wi-fi, which is sweet.
From http://snackspot.org.uk. So succulent. So overpriced.
From http://snackspot.org.uk. So succulent. So overpriced.
This brings up an important difference between American and European eating habits. Fast food back in the States is called fast for a reason. Customers generally don’t spend hours on end sitting in a Burger King. Drive-thrus come standard with every establishment. I have seen literally one drive-thru since I’ve been here. It seems that the European equivalent of the American fast food burger joint is the cafe. Pret a Manger and Eat cafes, not McDonald’s and Wendy’s (although there are a surprisingly large quantity of KFCs) dominate the cityscape. Cafes go hand-in-hand with the laid back attitude so prevalent in this continent.
This is a photograph of a London McDonalds. The one following is American.
http://coolboom.net/en/wp-content/uploads/2007/09/mcdonalds-london2.jpg
http://www.norh.com/news/0904/news-0904/insidemcdonalds.jpg
There is no way an American style McDonald’s could survive in London. The McDonald’s at St. Paul’s was sandwiched between two cafes. The decor and atmosphere of the restaurant effectively fit in with its distinctively European neighbors. The stereotypical American McD’s – bright, noisy, grungy, and crowded – would wither and die in the face of the far superior and definitely healthier European chain cafes. And although the fatty, disgusting-but-oh-so-good food is exactly the same, the atmosphere makes us feel healthier, and thus happier. Perhaps if the fast food places of the United States were more like the ones here they would not have such a negative reputation. Or maybe more cafes like Pret ought to pop up on our streets back home. Who knows?
