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[–] 23 points 1 day ago* (5 children)

Kate Wagner was on Trillbillies fairly recently talking about how McDonalds is leading this boring-ass architecture because it increases the resale value of the properties, and because McDonald's is a real estate company, not a burger company, resale value is a more worthy pursuit for the company overall.

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  • [–] 6 points 1 day ago

    I think its more to support the ideological rise of fascism -> colors and ornaments are decedent, messy, dirty, sexual, tacky, intellectual inferior and childish to be associated with the “subhumans”, while beige and “clean” colors are associated with “man’s triumph of his base instincts” aka western stoic, class/old money, prudent, refined, controlled and mature.

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  • [–] 11 points 1 day ago* (3 children)

    People keep suggesting this theory, but how would it actually increase real estate value? It's still got an interior layout that you'll have to completely gut for it to be anything other than a McDonald's and the exterior is something you'd still be required to change in that case as well since that's McDonald's' legally protected styling. It doesn't actually help resale value any more than painting your whole house greige because the realtor said it'll tooooootally get you an extra 30 or maybe 40 grand!

    This theory also doesn't explain how genuinely customer-hostile newer interior layouts are, because no other business could possibly find a use for this shit.

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  • I think this phenomena shows us more about how much we've changed in terms of internet culture rather than how much fast food stores have changed due to neoliberalism/woke/etc. They did this in the 70s too. They got rid of bright colors and went for something more grown up. Then the 80s and 90s clawed it back because bright primary colors came back into style. The difference is we didn't have social media discourse that rewards this kind of narrative building and commentary machinery where everything needs a hot take or deep explanation. So of course there is the neoliberal explanation of cutting costs or some kind of real estate scheme for the left. It's woke dei design trying to snuff out Western civ for the right. It comes to everyone's attention because people arguing about it pushes in the social media algos. Now everyone has an opinion about fast food interior design because it's important (as deemed by the algo) and they have all these sources of commentary explaining why it's happening to choose from.

    Of course, materialism is materialism and there is an economic explanation. But I think too much importance is being applied to this mundane phenomena and it's not a sign of imperial decline nor the end of Western beauty. It's just a business doing what a business has done since before most of us were born. Being able to look at something mundane and spin a huge narrative about how it ties in to social malaise is a hot commodity these days thanks to social media. We're all guilty of it because we're trained to do it as part of socializing online. Every person is a podcaster.

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