Before it was moved, this was one of five remaining original McDonald's
McDonald's Drive-in, Cleveland Ohio
The McDonald's drive-in at 988 E. 152 Street in Cleveland, Ohio was one of the country's few remaining examples of the original style McDonald's hamburger stand which was the corporate image from 1953 to 1968. The earliest remaining example of this style is located in Downey, California, Los Angeles County. When it closed in 1991, the Cleveland McDonald's was still operating under the original self-service, fast-food concept created by the McDonald brothers and developed by Ray Kroc. The McDonald's fast-food system established a standard for an auto-oriented American dining style that was prevalent from the 1950s into the 1970s. It represents a society concerned with speed and efficiency. The hamburger stands' architectural styling reflects the technological optimism and automobile fascination of the post-World War II American culture. Due to significant changes regarding gasoline consumption, environmental awareness, and architectural tastes, the red and white striped drive-in hamburger stand, seemingly stapled to the ground by a pair of golden arches, has attained something akin to artifact status.
In the late 1940's the brothers Richard and Maurice McDonald decided to revamp their San Bernadino, California drive-in operation in order to make it more efficient and economical. Their objectives were realized by the following three changes: the elimination of car hops; limiting the menu to a few basic Items; and creating a distinctive logo. The elimination of car hops not only cut labor costs dramatically, it also resulted in faster service and consistently hot food. Limiting the menu to a few items streamlined the operation, a concept that Ray Kroc later took to heights that made him the Henry Ford of fast food. The distinctive logo that the McDonald brothers designed was based on an idea they had for a new building. They took their design idea to architect Stanley Clark Meston, who transformed it into construction plans. The first red and white striped drive-in McDonald's hamburger stand opened In 1953.
The drive-ins, as designed, featured flamboyant forms which were the essence of its self-advertised image and today epitomize auto-culture architecture. The large parabolic curved arches and upward slanted roof, both outlined in neon lights, made the hamburger stands readily identifiable, despite visual competition along the commercial strip. The high visibility factor allowed potential customers ample time to slow down, change lanes and pull in safely. The distinctive abstract arch form became a symbol for McDonald's that outlived the design of the original hamburger stand. The gleaming red and white tile walls, shiny stainless steel fixtures, and large windows exposing food preparation areas conveyed an image of cleanliness and quality. The buildings' lively and ultramodern forms and materials reflected the popular interest in technology, speed, futurism, and sanitary environments; results of the quantum leaps in science made during World War II. Located on major arteries, these eateries appealed to people on the move. Customers were served their food from a walk-up service window and either ate in their car or took the food home.
By 1954 there were a number of these candy-striped drive-ins in the Southwest. In 1955 Ray Kroc opened his first Midwest franchise In Des Plaines, Illinois. He slightly changed the standard design by adding a 3/4 excavated basement, a glass-enclosed service area, and tiled built-in benches along the side windows. These changes were made in response to his concern that the drive-in could service customers during the winter.
In 1959 the parabolic roof arches and roof edging were modified. The roof arches took on a rounded shape and were fitted with fluorescent bulbs and yellow plastic covers. The plastic covers provided a consistent yellow color, day and night. The more rounded shape enabled the arches to be manufactured in segments. The 1964 Cleveland McDonald's reflects these alterations.
Another 1964 McDonald's, located in downtown Washington D.C., not only represented a change in the form, but also foreshadowed a major change in function. This McDonald's had counter tables and chairs for the customers. By 1968, all McDonald's included a dining area on one side of the building. The franchises were now referred to as restaurants rather than drive-ins. "Candy-strippers" were replaced with subdued dark brick structures capped with shingled mansard roofs. In 1969 the logo was changed to reflect the new design. The diagonal line symbolizing the upward canted roof was removed from the golden arched "M". The original logo can still be seen in the sign above the entrance to the Cleveland McDonald's.
The current sign in front of the Cleveland McDonald's was installed when the building was constructed. It does not however, represent an original prototype design like the structure. Rather, this sign represents a later version of the official corporate sign, which outlasted the hamburger stand design.
The surrounding area is typical of the type of location McDonald's strove to obtain. The traffic level is high and the commercial density good. The two major streets that form the intersection function as important arteries serving downtown Cleveland and its eastern suburbs. The commercial district naturally developed as a convenient shopping area for motorists passing through on their way to and from downtown. The variety of retail establishments and the available parking facilities made the area especially viable. Support for area fast food businesses was obtained not only from the traffic, but also from the high school across the street. The school enhanced the draw of an important market segment for McDonald's, the auto-oriented youth.
Other structures in the district are predominately unremarkable in outward appearance. They are box-like In shape, indistinguishable in color and have no uniquely identifiable features which would afford them instant recognition. The McDonald's golden-arched, red and white striped drive-in stands out in stark contrast because of its unusually shaped building, enormous flying arches, brilliant colors, and bright lighting. No other retail establishment in the area could possibly compete with this combination of features. The juxtaposition of McDonald's trademark appearance with less eye-catching competition was exactly the locational circumstances that McDonald's had in mind for their hamburger stands. It reigns supreme in its setting.
In recent years the subject of roadside or auto-culture architecture has recelved scholarly attention. The McDonald's drive-in is referenced in a number of books or papers written on the subject. Chester H. Leibs, professor and author on the subject, stated in a Smithsonian Magazine article that "Anybody with any sense of history or context would see that fast-foods have had an enormous impact on American life, and that one hundred years from now the first McDonald's is going to be a very important artifact." The 1988 Henry Ford Museum exhibit on roadside architecture included a McDonald's sign from the 1953-1968 period.
Based on research done by members of the Society for Commercial Archeology, the Cleveland McDonald's drive-in was one of only five remaining out of the over 1,100 McDonald's candy-strippers built in the country. The second one built, located in Downey California, is one of the remaining five. The Cleveland, Ohio and Downey, California McDonald's drive-in hamburger stands are the only two that have been operating continuously since they opened. The San Jose, California McDonald's drive-in is now undergoing modification and will be incorporated into a new McDonald's being built on the site. In Portland, Oregon the golden arched drive-in has been converted into a children's party center operated in conjunction with a new McDonald's. In Des Plaines, Illinois the McDonald's Corporation has restored the original drive-in stand and is currently operating it as a museum and tourist attraction. Although "restored", the DesPlaines McDonald's has lost the integrity of its setting due to a brick and cast iron fence that cordons off the structure and the immediate parking area. The extreme rarity of the Cleveland McDonald's is beyond question.
Building Description
The Cleveland McDonald's drive-in hamburger stand is a free-standing 1,134 square foot one-story concrete block building. Located in a typical urban commercial district, it Is surrounded by buildings of various sizes and configurations, all of which contain retail establishments. These buildings include a major drug store chain, a large grocery store, gas station, bank, various retail shops, and two other fast food restaurants. The commercial district is bordered by residential areas to the north and west.
The drive-in has a rectangular plan that slightly tapers toward the rear. The facade measures 23' in width. The 17' wide side walls angle back to the 20' wide rear wall. The enclosed customer area is 21' across and 10' deep. The three side walls of the area rise to meet the underside of the roof/canopy, which extends beyond the front of the building. The building is situated toward the rear center of the lot with parking extending off a concrete island running toward the street from the front center of the customer service area. Additional parking is provided on the north side of the lot. The lot Is 75' across and 135' deep.
The exterior walls are clad in horizontal stripes of red and white glazed ceramic tiles. Two 25' steel framed sheet metal and plastic arches pierce a wedge-shaped, slanted, concrete deck roof with composition surface. The customer service area is enclosed by metal framed glass partitions. The sign located over the customer entrance illustrates the original McDonald's logo and lettering style. Part of the sign has been broken off. The front and side edges of the roof are lined with yellow plastic sections that are back-lit during business hours. The rear windowless portion of the building contains food preparation and storage areas and restrooms. The building has a 3/4 basement. Large expanses of outward-canted windows reveal the food preparation and service areas in the front portion of the building. The customer service area contains openings for serving customers, and benches under the windows. The floor is ceramic tile. Food preparation areas contain counters, fixtures and equipment, which for the most part are stainless steel. Some equipment has been replaced or modernized.
A large commercial street sign stands in the center of the concrete island near the street and is constructed of steel with plastic inserts and facing. Its height is approximately 25', the sign consists of a large McDonald's "M" straddling a rectangular "McDonald's" sign lettered in yellow against a red background. The plastic Inserts on the "M" are yellow and the rectangular sign has writing in yellow against a red background. The sign is back-lit during business hours. A small oval sign is appended below the rectangular sign announcing the availability of fish sandwiches. The large sign carries the corporate name and a statement of the number of hamburgers sold. All sign faces are of blown plastic construction.
