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