McDonald's expanded its global reach remarkably in 202x, becoming an omnipresent entity.
Regardless of where the focus of attention lie, the iconic red arches of McDonald's could be spotted glowing in the background, occasionally serving as an accidental prop or reluctant protagonist on the international stage.
This was evident during the Republican and Democrats' presidential campaigns, with Vice President Kamala Harris and her spouse highlighting their working-class beginnings as former employees, while President-elect Donald Trump made a short, meticulously choreographed visit to the fry station and drive-thru of a McDonald's in Bucks County, Pennsylvania.
A McDonald's in Pennsylvania was also the stage for a dramatic manhunt this week, as an employee from an Altoona branch alerted authorities to a customer who bore a resemblance to the suspected gunman who had killed the CEO of UnitedHealthcare in Manhattan just a week prior.
This scenario echoed an April 2022 subway shooting in Brooklyn, New York, where the perpetrator evaded capture for 30 hours before eventually contacting authorities from none other than - you guessed it - a McDonald's.
Even Major League Baseball had a McDonald's-related storyline this year, as Grimace temporarily ignited hope for a world championship for the Mets and a Subway Series for New Yorkers - but, of course, the Mets ultimately lost to the Yankees in the playoffs.
The prevalence of McDonald's in American life makes it an almost inevitable backdrop for both consumer behavior and cultural engagement, asserts Marcia Chatelain, a professor of Africana studies at the University of Pennsylvania and the author of "Franchise: The Golden Arches in Black America."
"McDonald's is the leading actress in any narrative of the 20th and 21st century due to its extraordinary impact on our lives... whether or not one dines there or enjoys it, everyone has an understanding of its presence," Chatelain shared with me. "It is one of the few institutions that everyone has a point of reference for."
Unfortunately, this main character status is not always positive.
In the early part of the year, the company faced public backlash due to customer fury over increased menu prices. Although prices had indeed risen - with McDonald's executives even boasting about their pricing power during earnings calls - much of the anger seemed to stem from consumers' broader discontent with inflation across the economy. However, it was simple to blame the corporation for the $3 hashbrowns, leading to viral outrage on platforms like TikTok.
As a result, McDonald's USA and global sales suffered a decline in the spring and summer, confirming that they had overstepped their 'pricing power.' To regain consumer trust, executives promptly introduced value meals and promotions, particularly targeting their longtime, lower-income consumer base.
The strategy seemed to work, as sales began to rebound, thanks to the success of their $5 meals and limited-time souvenirs.
However, on the brink of reporting third-quarter earnings in October, an E.coli outbreak that was linked to tainted onions in their Quarter Pounders sickened over a hundred people, sending stock prices tumbling. This health crisis overshadowed the earnings call, resulting in a $100 million spending increase on marketing and assistance for franchisees who lost business during the outbreak.
Chatelain attributes McDonald's reputation as a seemingly constant news headliner not only to its widespread presence in America but also to the dwindling number of non-commercial public spaces where individuals can convene.
"When a restaurant such as McDonald's assumes the role of a 'third space,' places where people gather after school, or senior citizens socialize with coffee, the likelihood of it serving as the backdrop for significant events rises significantly," she explained.
"McDonald's is consistently in the frame," Chatelain said, "due to the way that Americans' taxes indirectly subsidize large businesses, and due to the company's immense purchasing power." "We are, in many ways, living with McDonald's, and I believe we are all, to some extent, working for McDonald's — whether we work in a restaurant or not."
In response to the financial struggles caused by increased menu prices and subsequent consumer backlash, McDonald's introduced value meals and promotions to regain trust, particularly targeting their long-term, lower-income consumer base. This strategic move significantly helped in reviving their sales.
Despite facing numerous challenges, McDonald's continues to hold a prominent position in American culture and society, often serving as a venue for significant events due to its widespread presence and role as a 'third space' where people gather.
