Fieldnotes:McDonald's

Tuesday October 7, 2008 - McDonald’s on East Michigan Avenue Jackson, MI

11:29am This McDonald’s is located across from Meijer’s. The weather is sunny and nice out with a little bit of a chill.

11:32am As I’m pulling into McDonald’s there are four cars in front of me doing the same thing, however, they all pull into the drive-thru.

I noticed the parking lot was pretty full but I am able to park in a spot that is close to the door.

11:36am A family with 3 kids (all looking to be under the age of 7 or 8) and mom and dad are walking into the restaurant in front of me. The kids seem excited about being here, jumping around and smiling.

It is bright in the building with light colored walls and flowered décor. There is 60’s music playing at a reasonable volume. It doesn’t appear very busy inside; the family that walked in front of me are the only ones at the register. It smells like a typical fast food place, fried food and coffee.

It is much lunch break and I’m starving so I get in line to order some chicken nuggets. I go to the register next too the family, which I notice says ‘CASH ONLY’. My food is on my tray within 2 minutes, maybe less. The family is still waiting.

There are two young guys in line in back of me. Neither go to the register I was just in, they don’t have cash. They appear to be together. They’re dressed in casual clothes and seem to be in the mid – 20’s.

I take my tray and try to find a small table since it is just me. No luck. It is hard to see what seats are available b/c the seating is so choppy and there is only large booths. I pick a booth next to the entrance.

As I sit down I notice a children’s play area in the front of the restaurant. All of the kids here are eating in there with their families. It appears to be pretty full while the rest of this place isn’t. The play area is separated by a glass wall and door from the rest of the place.

11:52am It is starting to get a little bit busier and a line is forming at the counter. There are two older couples in line, a mom with her little girl and baby and a few middle aged men.

I notice the two older couples walking to sit at a table together. The women have happy meals which I think is funny. The men have sandwiches and drinks. One of the women starts talking on her Nextel as soon as they sit down, with that beeping sound going off every time she releases the button on the phone.

The line at the register is moving quickly. The line that is ‘CASH ONLY’ is pretty much empty. Most people must use credit or debit.

12:02pm Another older woman walks in with her granddaughter – maybe? The older woman sits at a booth next to me and the younger gets in line to order.

I can see a window from where I am sitting on the opposite side of the building. The drive-thru seems pretty busy, it is a constant crowd.

It is fairly quiet in here, conversation is sparse. The older woman is still on her phone but really all you here is the 60’s music.

A McDonald’s worker- older woman- greats a customer that has just walked in. She smiles at her and they talk about the weather.

Orders: Everyone that I have noticed has ordered sandwiches and fries. No Salads or yogurt!!!!

Set-Up: There are booths everywhere; very few tables for small groups of people are people that are alone, like me. The seating is broke up and scattered all about the restaurant. There are 3 sets of trash cans that I can see from where I am sitting. It is very clean in here and a yellow ‘wet floor’ sign is unfolded next to my table.

12:08pm Steady traffic coming and going.

The friendly worker from before is walking around and wiping things off.

I noticed most people don’t linger much after they have finished eating.

More than ½ of the customers in here appear to be over the age of 60.

I can hear children laughing and screaming in the play area.

A younger man, who is well dressed, just walked in. He goes straight to the bathroom and then leaves without ordering anything.

The lady on her Nextel is still talking on the phone.

2 construction workers, that is what they look like, come in and order just drinks and then leave.

About 80 % of the people, who have come in so far to order, end up staying here and eating.

12:14pm Another older woman comes in with a younger girl to order. The average person that has come in to eat has done so and left with in 15 minutes.

Another older man walks in. I am totally surprised with the age group that is primarily in here.

Question: Maybe younger people are in too much of a hurry to come inside? Maybe they would rather opt for the drive-thru?

A typical meal in here is a burger and fries, still no salads or attempts to eat healthy by anyone that I have noticed. Also, I haven’t witnessed any extremely overweight people to come in here and order.

12:20 Another man just came in and used the restroom and left.

I see another person wandering around with his tray trying to find a place to sit. The seating is so broken up and scattered about, w/ half walls separating different groups of booths, that it is hard to find available seating.

ANOTHER older couple walks in. Interestingly, they get their napkins and straws before they get in line to order food.

It is still not overly busy in here. I would expect it to be busier since it is lunch time right now.

12:25pm Another worker – younger man- is walking around and wiping things off. He is also grabbing empty trays and picking them up.

12:32pm The families with kids in the play areas seem to stay longer than those eating in the regular seating areas. I’ve only seen 2 families leave the play area since I’ve been here.

As I’m packing up, I notice there is another rush of people coming. Again, most of them are older.

12:36pm I am in my car now and the drive-thru is completely empty. The parking lot is much fuller then when I pulled in earlier.