The Placemaking Round-Up
A biweekly newsletter with public space news, resources, and opportunities.
The Biweekly Bazaar
A curated dispatch on all things public markets plus the latest announcements from the Market Cities Program.
A biweekly newsletter with public space news, resources, and opportunities.
A curated dispatch on all things public markets plus the latest announcements from the Market Cities Program.
In an abrupt departure from current practice, the McDonald's Corporation [NYSE:MCD] announced today that its 30,000 franchises will now acquire all their produce from local farmers markets. The shift is expected to generate demand for new farmers markets wherever there is a McDonald's restaurant.
The switch to local suppliers is the first phase of McDonald's new strategic plan, which will be ushered in with the marketing catchphrase "Go Local!"
"We saw the writing on the wall," said CEO Jim Skinner. "Economies of scale aren't going to cut it anymore. These days, you've got to go local or get out of town."
Sources within the company say that plans to acquire lettuce, cheese, pickles, and onions from local growers have been in place for months, but only recently have logistical hurdles for special sauce and sesame seed buns been cleared. "Actually," said an anonymous executive, "most Big Macs will probably come on millet bread now. And the fries will be cut from different varieties of heirloom potatoes according to the season."
Public market experts David O'Neil, Steve Davies, and Chris Heitmann of Project for Public Spaces will oversee the integration of market vendors into the McDonald's supply chain. "We think phase one of 'Go Local!' is great," said Davies, "but what we're really excited about is phase two."
"Big Macs will probably come on millet bread now."
Leaked memos indicate that phase two will involve converting McDonald's parking lots into open-air public markets, opening Playland areas to the public, and closing drive-thru lanes to vehicle traffic to form links in a global network of greenways.
When confronted with the memos, Skinner clutched his chest and yelled, "You got me!" before cracking a broad smile. "Yeah, it just doesn't seem like there's much of a future in the fast food business. We can't turn a profit much longer by leasing real estate to our franchisees, so we're going to lease to market vendors instead. Now that's where the money's headed."
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