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big mac 1977 — Product shot of a McDonald’s Big Mac hamburger in 1977.

Henry Groskinsky/The LIFE Images Collection/Getty Images

The first McDonald’s franchise opened in Des Plaines, Illinois, on April 15, 1955.
By the 1970s, McDonald’s had grown into a popular fast-food establishment.
The Quarter Pounder, Quarter Pounder with cheese, and Egg McMuffin were also added to the menu.

By the 1970s, just a decade into its operation under businessman Ray Kroc, McDonald’s was already a thriving company that had served millions of customers.

The McDonald brothers had opened their small burger and barbecue joint in 1940, and when Kroc visited them in 1954, he saw promise in their ability to serve customers quickly by keeping burgers warm under a heat lamp.

Kroc opened the first McDonald’s franchise location in Des Plaines, Illinois, on April 15, 1955. That year, he also founded McDonald’s System, Inc., which would become the McDonald’s Corporation we know today.

By 1958, McDonald’s had sold 100 million burgers, and the restaurants had adopted a signature design style prominently featuring the chain’s iconic “golden arches.”

In 1961, Kroc bought the McDonald brothers out, and by the 1970s, the company was going from strength to strength, introducing drive-thrus, breakfast options, and the PlayPlace.

It was just the beginning for McDonald’s, which today has more than 38,000 restaurants in over 100 countries, according to the company. It made $25.92 billion in revenue in the 2024 fiscal year, and continues to look for ways to grow.

Here’s what it was like to eat at McDonald’s in the 1970s.

Before the introduction of high-tech cash registers, McDonald’s employees took orders by hand and gave them to the kitchen.

Workers at a McDonald's take orders from customers in 1973 — Workers at a McDonald’s take orders from customers in 1973.

Stephanie Maze/San Francisco Chronicle/Getty Images

By the 1970s, the company was well-established and beginning its global expansion.

In 1967, the first McDonald’s restaurant outside the US opened in Richmond, British Columbia. By 1970, the chain had sold over 6 billion burgers.

The self-service concept allowed customers to order at the counter and watch as their meal was being prepared by employees.

View along the counter of a McDonald's fast food restaurant as employees serve a line of customers in 1979 — View along the counter of a McDonald’s fast food restaurant as employees serve a line of customers in 1979.

Thomas J O’Halloran/US News & World Report Collection/PhotoQuest/Getty Images

McDonald’s meals were served on plastic trays, which customers could then bring over to a dining-room table to enjoy.

McDonald’s got its first drive-thru in 1975.

An employee makes burgers at a McDonald's restaurant in 1979 — An employee makes burgers at a McDonald’s restaurant in 1979.

Denver Post/Getty Images

While chains like In-N-Out Burger already had drive-thru windows, McDonald’s didn’t have one until 1975, when a franchisee in Sierra Vista, Arizona, skirted around an Army regulation that prevented military members from entering local businesses in fatigues.

Fast Company reported that he circumvented the regulation by knocking down a wall in his restaurant’s kitchen and installing a drive-thru window to serve customers.

The menu at McDonald’s in the 1970s already had a few familiar options.

An employee makes notes at the counter in McDonald's in Southfield, Michigan, in 1978 — An employee makes notes at the counter in McDonald’s in Southfield, Michigan, in 1978.

Barbara Alper/Getty Images

Before the 1960s, the McDonald’s menu was simple. It included burgers, cheeseburgers, fries, milkshakes, and other fast-food classics.

The first new item to be added to the national menu was the Filet-O-Fish sandwich in 1965, followed by the iconic Big Mac in 1968.

After the release of the Big Mac in 1968, the burger rose in popularity throughout the 1970s to become the chain’s signature menu item.

A photo of a McDonald's Big Mac and fries from 1979. — A photo of a McDonald’s Big Mac and fries from 1979.

Pearce/Fairfax Media/Getty Images

In 1973, the chain added two more signature burgers to its menu: the Quarter Pounder and Quarter Pounder with cheese.

In 1979, Happy Meals were introduced to attract parents who wanted to feed all family members at an affordable price.

McDonald’s began offering breakfast for the first time.

Workers at a McDonald's bag hamburgers in 1973 — Workers at a McDonald’s bag hamburgers in 1973.

Stephanie Maze/San Francisco Chronicle/Getty Images

Santa Barbara franchisee Herb Peterson invented the Egg McMuffin in 1971. He initially trialed a version of Eggs Benedict before switching the Hollandaise with cheese and adding a slice of Canadian bacon. It was introduced in test markets the following year, when it cost 63 cents.

In 1975, the Egg McMuffin was released nationwide, and in 1977, McDonald’s introduced a larger breakfast line, which also included hotcakes, scrambled eggs, sausages, and hash browns.

It marked a turning point for the brand, which could now attract a wide customer base at a new time of day.

Dining in at McDonald’s was popular among families, who could sit, grab a cheap bite, and even play cards.

A family plays cards and eats at a McDonald's in Mill Valley, California, in 1973 — A family plays cards and eats at a McDonald’s in Mill Valley, California, in 1973.

Stephanie Maze/San Francisco Chronicle/Getty Images

In this photo, a family plays cards at a McDonald’s in Mill Valley, California, in 1973.

This is what Ronald McDonald looked like in 1974.

GettyImages 1080796960 — Ronald McDonald meeting children from the Far West Home at Taronga Zoo in 1974.

George Lipman/Fairfax Media/Getty Images

Ronald McDonald was introduced in 1963 during a Washington, DC-marketed advertisement for the restaurant. In the ad, Ronald McDonald pulled hamburgers out of his belt and had a McDonald’s cup for a nose. His hat was a tray with a Styrofoam hamburger, fries, and a milkshake on top of it.

McDonald’s considered changing Ronald McDonald’s character to a cowboy or spaceman, but those ideas were quickly discarded.

For kids who grew up in the 1970s, there was no better place to celebrate a birthday than McDonald’s.

A child named Vincent celebrates his 11th birthday at McDonald's in 1973 — A child named Vincent celebrates his 11th birthday at McDonald’s in 1973.

Stephanie Maze/San Francisco Chronicle via Getty Images

Fast Company reported that the first McDonald’s PlayPlace was introduced in 1971, forever changing the McDonald’s dining experience for families and children. While parents relaxed and ate their meals, kids could play in colorful climbing structures, jungle gyms, and slides.

The introduction of the PlayPlace solidified McDonald’s reputation as a destination for families on a budget, as many were during the 1970s amid a time of financial insecurity, high inflation, and the Vietnam War.

You could even get married at McDonald’s.

Annette Scaramozza and Anthony Francis have a wedding ceremony in a McDonald's fast food restaurant in 1975 — Annette Scaramozza and Anthony Francis have a wedding ceremony in a McDonald’s fast food restaurant in 1975.

Donald Preston/The Boston Globe/Getty Images

Annette Scaramozza and Anthony Francis are pictured at their wedding ceremony in a McDonald’s in 1975.

By the end of the decade, systemwide sales had reached $5.4 billion, McDonald’s reported.

McDonald's in London in 1978. — McDonald’s in London in 1978.

Allan/Evening Standard/Hulton Archive/Getty Images

But it was just the start: McDonald’s went on to experience further growth in the 1980s, as the chain introduced new products, like Chicken McNuggets, and expanded to new cities.

Systemwide sales reached $17.3 billion in 1989, The Deseret News reported, citing McDonald’s. Sales outside the US grew from $900 million in 1979 to $5.3 billion in 1989.

Photos show what it was like to visit a McDonald’s in the 1980s.

Read the original article on Business Insider

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