Eroding, Embracing, or Elevating the McNeighborhood: An Analysis of Milwaukee's McDonald's Restaurants

• In Event: Scholar to Scholar VII

Abstract

This study examines the impact of aesthetics on community image. Specifically, we chose to focus on McDonald’s, a business that cuts across socioeconomic divides and neighborhoods. Drawing from broken windows theory and semiotics, we observed nine restaurants within the city of Milwaukee to learn what their aesthetics say about their neighborhoods. We found that they either eroded, embraced, or elevated their communities based upon the nature of their aesthetics and how they addressed broken windows.

Authors

• Ruby Thomas, Marquette University

• Jennifer Meness, Marquette University

• Dawn C. Balistreri, Marquette University