Eating at McDonald’s Was Much Different in the 1970s- Here Are the Pictures to Prove It

By: Lauren Fokas | Published: Aug 25, 2024

While McDonald’s is unquestionably a staple in both American cuisine and culture, many people don’t realize that the fast food chain has a wildly rich history.

Technically, the first McDonald’s was opened in 1940, but it really wasn’t until the 1970s that the restaurant became a household name. But eating at McDonald’s in the 1970s was much different than it is now, and these pictures prove it.

The Beginning of the McDonald’s Empire

In 1940, brothers Richard and Maurice “Mac” McDonald opened the very first McDonald’s in San Bernardino, California. It was almost immediately successful, and by 1948, the two had completely revamped the business.

Side-by-side photos of the McDonald brothers, Richard and Maurice, who opened the first McDonald’s

Source: Quora

In 1953, the brothers began franchising their successful burger restaurant, and just one year later, everything changed when Ray Kroc signed on as their franchise manager.

McDonald’s in the 1950s and 1960s

With Ray Kroc at the helm, McDonald’s exploded. In 1957, there were 40 locations, but by 1959, they had a whopping 145 restaurants.

A black and white photograph of the first McDonald’s in California

Source: @History/Facebook

They had just opened their 250th restaurant in 1961 when the McDonald’s brothers decided they were ready to retire and sold the entire corporation to Ray Kroc. Then, Kroc took the company and expanded past either of the Mac brothers’ wildest dreams.

Ray Kroc Made McDonald’s What It Is Today

Throughout the late 1960s and early 1970s, Kroc made several changes to the Mac brothers’ business model that really made McDonald’s what it is today.

A photograph of customers ordering at the counter at a McDonald’s in the 1970s

Source: Thomas J O'Halloran/US News & World Report Collection/PhotoQuest/Getty Images

First, he created an indoor space so customers could not only order their food and receive it almost immediately, but also eat it at a table instead of just in their car or outside.

Revamping the Classic Menu

In addition to improving the dining experience, Kroc decided to revamp the classic menu the Mac brothers had designed.

Source: Reddit

Instead of a complete menu overhaul, they slowly added new items they believed customers would want. The first significant change was the Filet-O-Fish for just $0.48. Then they added the now-famous apple pies, and shortly after, they introduced the Big Mac.

The Burger That Changed It All: The Big Mac

While the other menu items were exciting, it was the Big Mac that really changed both McDonald’s and the fast food industry itself.

A promotional poster from the 1970s when McDonald’s introduced the Big Mac

Source: Wikipedia

The Big Mac wasn’t just an average burger. It had not only two but three slices of bun, special sauce, two patties, and a plethora of toppings. It was truly the first specialty menu item in fast food history.

Offering Americans a Fast, Affordable, and Hot Breakfast

Only four years after releasing the Big Mac in 1968, Kroc and McDonald’s changed the industry yet again by finally offering Americans something they desperately wanted: a hot, fast, and affordable breakfast.

A promotional photo from the 1970s, introducing McDonald’s new breakfast menu

Source: Reddit

In 1972, the only breakfast options were coffee and Egg McMuffins, but these little sandwiches were so popular that they soon added pancakes, hash browns, scrambled eggs, and sausages to the menu.

Introducing Ronald McDonald

While developing exciting new menu items, Kroc also decided that McDonald’s should have a mascot. In 1963, he introduced a clown, Ronald McDonald, who quickly became the face of the business.

Ronald McDonald playing with kids at McDonald’s in the 1970s

Source: George Lipman/Fairfax Media/Getty Images

Ronald McDonald became the star of McDonald’s television commercials and was present at several restaurants on special occasions. At the time, Bozo the Clown was the most popular TV show on the air, and this decision opened up a whole new market for the company: children.

McDonald’s Became a Family Favorite

Previously, McDonald’s had been considered an excellent restaurant for the working class on the go. But in the 1960s and 70s, Kroc decided to change gears and start focusing his attention on American families.

Outdoor seating at a McDonald’s restaurant in the 1970s

Source: Reddit

He added outdoor areas with large tables where families could enjoy their affordable meals together, and in 1971, he built the first of many McDonald’s Play Places.

Capitalizing on American Families

The Play Places were perfect for both children and parents. The kids could play and were excited by the many activities, and parents could get a moment’s peace while their children were entertained.

A photograph of kids playing at a McDonald’s Play Place in the 1970s

Source: Reddit

Then, in 1979, McDonald’s launched its first menu item marketed solely toward children, the Happy Meal. It was cheap, perfectly proportioned, and even came with a fun toy.

The Very First McDonald’s Drive Thru

There’s no doubt that each and every one of these decisions changed McDonald’s forever and made it the wild success it is today. However, many argue that it was the drive-thru that really propelled the company into the future.

A black and white photograph of the first McDonald’s drive-thru in the 1970s

Source: McDonald’s

The very first McDonald’s drive-thru window opened in 1975 in Sierra Vista, Arizona. And today, thousands of drive-thrus across the US account for roughly 70% of all McDonald’s sales.

Today, There Are More Than 41,800 McDonald’s Restaurants

There is no question that McDonald’s has become one of the most beloved fast food companies on the planet. With more than 41,800 restaurants around the world, McDonald’s makes a whopping $25.5 billion in revenue every year.

A sign for a McDonald’s restaurant against a blue sky

Source: iStock

It’s difficult to say whether or not McDonald’s would have become what it is today without the changes Kroc made in the 1970s, but it’s safe to say they definitely made a difference.