Categoria: history

Why Pizza Hut’s Red Roofs And McDonald’s Play Places Have Disappeared

By Nathaniel Meyersohn

For decades, bright, playful and oddly-shaped fast-food restaurants dotted the roadside along America’s highways.

You’d drive by Howard Johnson’s with its orange roofs and then pass Pizza Hut’s red-topped huts. A few more miles and there was the roadside White Castle with its turrets. Arby’s roof was shaped like a wagon and Denny’s resembled a boomerang. And then McDonald’s, with its neon golden arches towering above its restaurants.

These quirky designs were an early form of brand advertising, gimmicks meant to grab drivers’ attention and get them to stop in.

As fast-food chains spread across the US after World War II, new roadside restaurant brands needed to stand out. Television was new media not yet beamed into every single home, newspapers were still ascendant and social media unimaginable.

So restaurant chains turned to architecture as a key tool to promote their brand and help create their corporate identity.

But the fast-food architecture of today has lost its quirky charm and distinctive features. Shifts in the restaurant industry, advertising and technology have made fast-food exteriors bland and spiritless, critics say.

Goodbye bright colors and unusual shapes. Today, the design is minimal and sleek. Most fast-food restaurants are built to maximize efficiency, not catch motorists’ attention. Many are shaped like boxes, decorated with fake wooden paneling, imitation stone or brick exteriors, and flat roofs. One critic has called this trend “faux five-star restaurants” intended to make customers forget they are eating greasy fries and burgers.

The chains now sport nearly identical looks. Call it the gentrification of fast-food design.

“They’re soulless little boxes,” said Glen Coben, an architect who has designed boutique hotels, restaurants and stores. “They’re like Monopoly homes.”

The signage outside a historic McDonald’s restaurant is seen in Downey, California, in February 2015.(Lucy Nicholson/Reuters) Googie architecture Fast-food restaurants developed and expanded in the mid-twentieth century with the explosion of car culture and the development of interstate highways.

Large companies came to dominate highway restaurants through a strategy known as “place-product-packaging” — the coordination of building design, decor, menu, service and pricing, according to John Jakle, the author of “Fast Food: Roadside Restaurants in the Automobile Age.”

Fast-food chains’ buildings were designed to catch the eye of potential customers driving by at high speeds and get them to slow down.

“The buildings had to be visually strong and bold,” said Alan Hess, an architecture critic and historian. “That included neon signs and the shape of the building.”

A leading example: McDonald’s design, with its two golden arches sloping over the roof of its restaurant, a style known as Googie.

Introduced in California in 1953, McDonald’s design was influenced by ultra-modern coffee shops and roadside stands of Southern California, then the heart of budding fast-food chains.

The two 25-foot bright yellow sheet-metal arches that rose through the McDonald’s buildings were tall enough to attract drivers amid the clutter of other roadside buildings, their neon trim gleaming day and night. McDonald’s design set off a wave of similar Googie-style architecture at fast-food chains nationwide.

Well into the 1970s, the designs were a prominent fixture of the American roadside, “imprinting the image of fast-food drive-in architecture in the popular consciousness,” Hess wrote in a journal article.

Opposition grew to garish structures like this Jack in the Box in 1970.(David F. Smith/AP) ‘Visual pollution’ But there was a backlash to this aesthetic. As the environmental movement developed in the 1960s, opposition to the conspicuous Googie style grew. Critics called it “visual pollution.”

“Critics hated this populist, roadside commercial California architecture,” Hess said. Googie style fell out of fashion in the 1970s as fast-food style favored dark colors, brick and mansard roofs.

McDonald’s new prototype became a low-profile mansard roof and brick design with shingle texture. Its arches moved from atop the building to signposts and became McDonald’s corporate logo.

“McDonald’s and Jack in the Box unfurled their neon and Day Glo banners and architectural containers against the endless sky,” the New York Times said in 1978. They have been “toned down with the changing taste of the 60’s and 70’s.” And with the growth of mass communications advertising campaigns, brands no longer relied on architectural features to stand out –they could simply flood the television airwaves.

Fast-food goes upscale In the 1980s and 1990s, companies began introducing children’s play areas and party rooms to draw families — additions to existing “brown” structures, Hess said.

The rise of mobile ordering and cost concerns since then altered modern fast-food design.

With fewer people sitting down for full meals at fast-food restaurants, companies didn’t need elaborate dining areas. So today they’re expanding drive-thru lanes, increasing the number of pickup windows and adding digital kiosks in stores.

“We have a lot of red-roof restaurants” that “clearly need to go away,” a Pizza Hut executive said in 2018 of its classic design. The company’s new prototype, “Hut Lanes,” helps to speed up wait times at drive-thru locations.

The new fast-food box designs with their flat roofs are more efficient to heat and cool than older structures, said John Gordon, a restaurant consultant. Kitchens have been reconfigured to speed up food preparation. They’re also cheaper to build, maintain and staff a smaller store.

But in the effort to modernize, some say fast-food design has became homogenized and lost its creative purpose.

“I don’t know if you’d be able to identify what they were if they had a different name on the front,” said Addison Del Mastro, an urbanist writer who documents the history of commercial landscapes. “There’s nothing to engage the wandering imagination.”

Pacoima Square Is Named For First All-Black Team In Little League World Series

In the 1950s four Pacoima dads, fed up with the town’s refusal to let their Black boys join the Little League, banded together to lease a vacant piece of land and form their own team: The North Valley Broncos.

That team went on to make history in 1965 as the first all-Black baseball team to compete in the Little League World Series. And now, almost 60 years later, their training ground is being recognized for its place in history, as the site of the newly designated North Valley Broncos Little League Team Square.

L.A. City Councilmember and Northeast Valley native Monica Rodriguez spearheaded the initiative to name the square, located at the intersection of Dronfield Avenue and Osborne Street in front of the field where the Broncos first came together.

Rodriguez, who represents City Council District 7, proudly unveiled the signage on Friday, Feb. 16 alongside two original members of the world series team, Anthony Davis and Ricky Chapron.

Councilwoman Monica Rodriguez speaks as (l-r) USC Hall of Fame running back Anthony Davis, Pacoima Historical Society Executive Board of Directors Lon Grandison and North Valley Broncos 1965 team member Ricky Chapron listen and Los Angeles City listen during a ceremony at the intersection of Dronfield Ave. and Osborne St. in Pacoima on Thursday, Feb 16, 2023. The ceremony was held in honor of the 1965 North Valley Broncos, who Davis was a member of, the first all-Black baseball team from Pacoima to make it to Little League World Series in 1965. The intersection was named The North Valley Broncos Square with the historic baseball field still located there. (Photo by Hans Gutknecht, Los Angeles Daily News/SCNG)

A sign commemorating the 1963 North Valley Broncos Little League team was unveiled during a ceremony at the intersection of Dronfield Ave. and Osborne St. in Pacoima on Thursday, Feb 16, 2023. The ceremony was held in honor of the 1965 North Valley Broncos who were the first all-Black baseball team from Pacoima to make it to Little League World Series in 1965. The intersection was named The North Valley Broncos Square with the historic baseball field still located there. (Photo by Hans Gutknecht, Los Angeles Daily News/SCNG)

USC Hall of Fame running back Anthony Davis speaks as (l-r) Pacoima Historical Society Executive Board of Directors Lon Grandison, North Valley Broncos 1965 team member Ricky Chapron and Los Angeles City Councilwoman Monica Rodriguez listen during a ceremony at the intersection of Dronfield Ave. and Osborne St. in Pacoima on Thursday, Feb 16, 2023. The ceremony was held in honor of the 1965 North Valley Broncos, who Davis was a member of, the first all-Black baseball team from Pacoima to make it to Little League World Series in 1965. The intersection was named The North Valley Broncos Square with the historic baseball field still located there. (Photo by Hans Gutknecht, Los Angeles Daily News/SCNG)

People look at photos of 1963 North Valley Broncos little league team during a ceremony at the intersection of Dronfield Ave. and Osborne St. in Pacoima on Thursday, Feb 16, 2023. The ceremony was held in honor of the 1965 North Valley Broncos who were the first all-Black baseball team from Pacoima to make it to Little League World Series in 1965. The intersection was named The North Valley Broncos Square with the historic baseball field still located there. (Photo by Hans Gutknecht, Los Angeles Daily News/SCNG)

The Pacoima Little League field during a ceremony at the intersection of Dronfield Ave. and Osborne St. in Pacoima on Thursday, Feb 16, 2023. The ceremony was held in honor of the 1965 North Valley Broncos, who Davis was a member of, the first all-Black baseball team from Pacoima to make it to Little League World Series in 1965. The intersection was named The North Valley Broncos Square with the historic baseball field still located there. (Photo by Hans Gutknecht, Los Angeles Daily News/SCNG)

“I thank these men for what they did for their generation and for the inspiration that they leave in their wake,” said Rodriguez at the unveiling celebration. “Everyone that sees this sign that comes to play at Pacoima Little League, or is just driving through the neighborhood, they’re going to know that history was made here many, many decades ago.”

Davis was a star baseball and football player at San Fernando High School and a Hall of Fame running back at USC. He was drafted to play football for the New York Jets and baseball for both the Minnesota Twins and Baltimore Orioles. He ultimately joined the Southern California Sun in the short-lived World Football League due to concerns over what the other teams would pay him.

“If I didn’t have this park, I wouldn’t have gone on to be drafted by the Baltimore Orioles, go to USC, and play on three national title teams,” said Davis. “I started right here and there are a lot of kids that started their careers here.”

Back in the 1960s, the Broncos’ field was not much to remark upon, Davis said. It was uneven, infested by gophers and located directly opposite the pristine Pacoima Little League field, which the Broncos were not allowed to access.

However, the gophers had their use. They helped keep the land lease rate to just $1 a month.

“If it wasn’t for the gophers, we wouldn’t be where we are today,” said Chapron. “We wouldn’t have gone where we went.”

Chapron is now a proud coach for the Pacoima Little League and trains kids at the very park he was not allowed to play on as a boy.

“I know they wish they would have (allowed us to play) now, because of what we did,” he said. “We went all the way to Massachusetts.”

In 1965 the North Valley Broncos traveled to New Bedford, Massachusetts for the Little League World Series where they won two games and lost three.

The boys overcame great adversity to make it there, but still found themselves sleeping on the hard floor of the gymnasium while other teams slept in beds, Chapron said.

Nevertheless, they exacted their own form of juvenile justice with pillow fights and midnight kitchen raids, he fondly recalled.

The specter of racial division followed the boys back home where they watched huge black plumes of smoke rising from Los Angeles as their plane descended at LAX.

“When we got off the plane our parents were running up saying ‘Hey, hey get in the car’,” said Chapron. “I said ‘Mom what’s happening?’ She said ‘Burn, baby burn’.”

The 1965 Watts riots were in full force.

Now, more than a half a century later, much progress has been made on racial justice and equality. Black kids, Latino kids and white kids all play together at Pacoima Little League and people of color from the San Fernando Valley have gained powerful seats at the table.

“So often communities like ours are overlooked and dismissed for the historical contributions that we make,” said Rodriguez.  “We didn’t just make history on the ball fields of Pacoima, we’re doing it in every legislative body.”

Rodriguez pointed to U.S. Senator Alex Padilla, U.S. Representative Tony Cardenas and herself as proud products of Pacoima.

“We’re all making history together,” she said, “And we’re forging a path that is leaving the door open for generations to continue to enjoy and follow.”