Quick Lunch

Quick Lunch was a concept served at lunch counters “featuring rapid service and quick turnover” becoming “a fixture of urban life in America” (9). As technological innovations at the time like the punch clock ensured every second was documented, meals had to be eaten swiftly as this could affect one’s wage to provide for one’s family (3). To show the significance of time during this period, a New York Times reporter described a man who “simply tossed the food into his mouth” in 1 minute and 55 seconds at a Quick Lunch establishment (3). In 1900, the Chicago Daily Tribune published “Why We Are A Nervous People”. In this article it portrays daily working life as a war with “soldiers” waiting to order food “with but ten minutes respite from the daily battle” captivated by the sign that reads “Quickest Lunch, No Delays, Everything Ready” (17).Through this depiction of a Quick-Lunch, it signifies the importance of wage that these men require for their family and due to this changing dynamic, it creates a platform that allows for fast-food, or at the time, “Quick-Lunches” to succeed. As employment proliferated, laborers required a meal. During the early 20th century, the supply of “Quick Lunches” was falling behind with the demand for it. So much so that even pharmacists started offering “ready-to-eat” food (16). A 1914 survey suggested that although pharmacists were not thrilled about the luncheonette business, they were dependent on “this source of revenue” (16). This further portrays the importance of changing family dynamics in creating a platform for the fast-food industry to prosper to the extent even pharmacists were drawn to the opportunistic market. Without families relying heavily at this era on wages and if they were to continue the dynamic of a family being a place of production, the fast-food or “Quick Lunch” industry would remain stoic with no opportunity to grow.

The Growth of Fast-Food We Know Today 

(early to late 20th century)

The fast-food concept we know today first started with brands like White Castle and McDonald’s. White Castle was founded in 1921 at Wichita, a place of innovation and industrialization in the early 1900s (10). Thus, its initial clientele were “factory workers” who wanted something “quick, savory, and cheap” - exactly what White Castle’s slider burgers provided (10). White Castle intended to be a larger chain with a larger clientele - families; however the only problem was, “Americans didn’t trust ground beef” (10). To combat the concerns, meat was now brought in daily and grounded “in front of customers” (10). In an effort to increase clientele, fast-food restaurants like White Castle were seen trying to directly influence family dynamics. Whilst at the time, due to limited disposable income during an era of Great Depression and WW2, this effort was not transformational as families still mostly dined at home (10). In 1954, White Castle found new ways to promote faster cooking as quickness was still sought after by the working population (10). A “fast” food industry that works and is growing with a growing working population means that new ideas are formed on how to create greater efficiency and, in short, profit. In The Founder movie, the McDonald’s brothers were seen cutting down the inefficiencies incentivized by working Americans that are grown accustomed to “fast” food. The brothers invented “The Speedee System '' allowing food to be ordered and received within 30 seconds in 1948 (18). 

Socioeconomic Factors

The most significant change that made these fast-food companies proliferate was after WW2 - Post WW2 Economic Expansion. According to History.com “Many people in the postwar era looked forward to having children because they were confident the future would be of comfort and prosperity” (6). This insight was accurate: during post WW2, corporations grew larger and labor unions assured “generous wages” (6). The majority of the working class transitioned from a lower to middle class during this era, from manufacture to service related jobs; however, the family dynamic was still similar (1). While the husband was the “breadwinner” of the family, the wife would work and labor at home (1). One distinction was, there is now greater disposable income allowing fast-food chains to expand rapidly (5). A great example is McDonald’s. In 1954, McDonald’s had 7 locations; by 1960 McDonald’s was able to have 228 franchised locations; by 1970, 1500; and by 1980, 6200 (14). Most importantly, in 1978, the United States had “60000 predominantly fast-food outlets” (6). Fast-food corporations' growth is causally linked to the changing family dynamics in the post WW2 boom, which increased the number of working husbands needing fast meals and families' disposable income for spending more. In addition, young middle-class families started to move into the suburbs during this era (6). As such, according to an article in 1978, McDonald’s began expanding in suburban locations (9). This could be juxtaposed to the late 1800s where “Quick Lunches” were seen expanding in urban areas as most of their clientele - laborers - were there; whereas, in the mid to late 1900s, as their clientele and potential clientele - workers and families - began moving to suburban areas, fast-food chains have strategized to expand there. This provides further insight into the development of family dynamics in shaping the fast-food industry.

Another significant change allowing fast-food chains to grow at an exponential rate was also due to a greater transformation in American family dynamics: wives/mothers began working. Within the late 50s to 60s, there was an economic requirement for a second income within a household due to several reasons: rising cost, wages beginning to stagnate, among others (1). According to an article published in 1978, “Women make up 41.9 percent of the entire labor force” (9). This begins to set off a set of ripple effects utterly transforming the family dynamics once again. Before, the wife did most of the housework including cooking; however, now that the wife holds a job, she is unlikely to desire cooking after work (9). This was evident when restaurant industry studies at the time found “that more working women, along with their husbands and children, go out to eat” (9). As a result, with a greater clientele than ever before, the changing family dynamics has yet again created a platform for the fast-food industry to proliferate. Further insights of a mother’s experience at a fast-food chain is shown below.

Shifting Consumer Tastes: Healthier Option?

Although a majority of Americans are eating outdoors, this does not suggest that McDonald’s or Wendy’s is getting a majority of the sales. Here is why. In a study done in 2007, it concluded that fast-food purchases help busy families; however, it is less sought out by parents who are more educated (2) and according to Pew Research Center, “parents today … are more likely to be older and to have more education” (15). As such, consumer tastes have shifted in the United States towards a healthier alternative as more educated parents - with greater helicopter parenting in the present-day - have influenced their children toward healthier eating habits. This is presented through a youth’s response to why he goes to Chipotle: “I just eat healthy. It's very important to me” (11). This means that “fast-food” is replacing “fast-food”. A Deloitte survey in 2017 reported that “over 75% of respondents reported they had healthy eating habits” (7), traditional fast-food chains have become less and less desirable as a constant dining experience for most young Americans. Thus, healthier alternatives to fast-food like Chipotle and ShakeShack are rising, catering to young adults (11). This emphasizes a significant effect of changing family dynamics: greater helicopter parenting and greater educated parents produce a new generation of children who are more aware of their health. But they are still captivated by fast-food. Why? Another youth interviewed at Chipotle in 2017 responded “It's still quick, and also has this perception of being much higher quality” (11). This was a similar conclusion made by an industry analyst from the University of Southern California (7). From this, it is seen that the very idea of fast-food offering convenience and a casual experience still appeals to most Americans with an added twist: health.