What is the most AmerÂiÂcan instiÂtuÂtion of all? The mind first goes in the direcÂtions of church, of the milÂiÂtary, of footÂball. But if we conÂsidÂer only the sysÂtems of modÂern life develÂoped on UnitÂed States soil, the most influÂenÂtial must sureÂly be fast food. That influÂence manÂiÂfests in not just the homeÂland but the rest of the world as well, and like every robust AmerÂiÂcan creÂation, fast food both changes and adapts to the forÂeign lands in which it takes root. Though unknown in the U.S., the yelÂlow motorÂcyÂcles of McDonÂald’s delivÂeryÂmen are an everyÂday sight in the capÂiÂtal of South Korea, where I live. That could hardÂly have figÂured in even the farÂthest-reachÂing visions Richard and MauÂrice McDonÂald had for the entireÂly new modÂel of hamÂburgÂer stand they launched in San BernardiÂno, CalÂiÂforÂnia, in 1948.
Back in postÂwar AmerÂiÂca, “car culÂture reigns supreme. DriÂve-in movies and driÂve-in restauÂrants become all the rage, takÂing conÂveÂnience to anothÂer levÂel.” So says the narÂraÂtor of the clip above, from the fast-food episode of the NetÂflix series HisÂtoÂry 101. But before long, driÂve-ins would be relÂeÂgatÂed to the staÂtus of hisÂtorÂiÂcal curiosÂiÂty, and fast food on the McDonÂald’s modÂel would become nearÂly omnipresent.
As with much else in AmerÂiÂcan indusÂtriÂal hisÂtoÂry, the key was effiÂcienÂcy. HavÂing preÂviÂousÂly run a driÂve-in, the McDonÂald brothÂers underÂstood well how cumÂberÂsome such operÂaÂtions could be, and how they encourÂaged cusÂtomers to linger rather than spend their monÂey and be on their way. The stripped-down menu, the streamÂlined cookÂing process: every eleÂment was now engiÂneered for speed above all.
McDonÂald’s did not, howÂevÂer, invent the driÂve-through. That honÂor goes to a Texas estabÂlishÂment called Pig Stand, which first erectÂed that pilÂlar of the AmerÂiÂcan way of life back in 1921. In Fast Food: The Fast Lane of Life, the HisÂtoÂry Chanel docÂuÂmenÂtary above, the presÂiÂdent of Texas Pig Stands says that the chain’s founder Jessie G. KirÂby “was famous for his quote of sayÂing that peoÂple with cars are so lazy that they don’t want to get out of them to go eat. That propheÂcy proved to be very true.” Even as the spread of car ownÂerÂship across AmerÂiÂca and then the world made driÂve-through fast food into a viable propoÂsiÂtion, it put (and conÂtinÂues to put) greater and greater presÂsure on the busiÂnessÂes to delivÂer their prodÂuct in shortÂer and shortÂer times.
“Beyond the chalÂlenges of techÂniÂcal hardÂware that delivÂered things fast, the indusÂtry had to delivÂer a pipeline to delivÂer the food,” says the docÂuÂmenÂtary’s narÂraÂtor. “ThroughÂout the eightÂies, the burgÂer giants set about designÂing a netÂwork of supÂpliÂers that could delivÂer milÂlions of tons of foods to thouÂsands of restauÂrants at exactÂing stanÂdards of uniÂforÂmiÂty.” This uniÂforÂmiÂty — hamÂburgÂers that cost and taste exactÂly the same, everyÂwhere — enchantÂed Andy Warhol, that maven of AmerÂiÂcan mass culÂture. It has also, arguably, done its part to trivÂiÂalÂize the ritÂuÂals of preparÂing and conÂsumÂing food, to say nothÂing of the health danÂgers posed by freÂquent indulÂgence in salty, sugÂary, oily meals, espeÂcialÂly in the conÂtext of a sedenÂtary autoÂmoÂtive lifestyle. But if you don’t underÂstand fast food — and all the techÂnoÂlogÂiÂcal, ecoÂnomÂic, and social facÂtors that have made it not just posÂsiÂble but world-domÂiÂnant — can you claim underÂstand AmerÂiÂca?
RelatÂed conÂtent:
How EatÂing KenÂtucky Fried ChickÂen Became a ChristÂmas TraÂdiÂtion in Japan
A Brief HisÂtoÂry of the Great AmerÂiÂcan Road Trip
McDonald’s Opens a Tiny RestauÂrant — and It’s Only for Bees
Based in Seoul, ColÂin MarÂshall writes and broadÂcasts on cities, lanÂguage, and culÂture. His projects include the SubÂstack newsletÂter Books on Cities, the book The StateÂless City: a Walk through 21st-CenÂtuÂry Los AngeÂles and the video series The City in CinÂeÂma. FolÂlow him on TwitÂter at @colinmarshall or on FaceÂbook.
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