Burgers for Britain: A Cultural Geography of McDonald's UK

Abstract

The geography of food has recently come out of the pantry. Richard Pitlsbury, No Foreign Food McDonald's restaurants, which are often described as a unilateral symbol of American imperialism, have been a presence in British high streets since the 1970s. In fact, the official company history says that McDonald's does not modify its way of doing business to adapt to foreign cultures, but changes local cultures to meet its own needs. How successful has this approach been in Britain, which has a "special relationship" with the United States? Using a variety of sources, this study examines the material landscape of McDonald's, first in the United States and then in the United Kingdom. This paper summarizes the growth and development of the company from the 1970s to the early twenty-first century, and then focuses on the exteriors, interiors and restaurant menus of McDonald's UK. The creation of a two-tiered system of restaurant exteriors and interiors is discussed. Although the chain now has over a thousand outlets in Britain and is a familiar part of the British downtown streetscape, it is still strongly identified with the Americanization of Britain.