The news broke recently that the McDonald's franchise on Lake Street will close on Dec. 23. Although the reasons cited were that the location needed renovation and the costs could not be recouped within a short period of time, there is no doubt McDonald's would not leave if they had acceptable profits.
There is a bigger problem for corporations like McDonald's and Burger King—they cannot compete with other more unique franchises in the downtown campus area.
While State Street has an increasing number of chain stores, they cannot be grouped into one category. The reason that the Chipotles and Qbodas on State Street are more successful than McDonald's and Burger King—which left State Street a few years back—is that there is a uniqueness associated with chains that are not established on every corner of the globe.
The thought of going to McDonald's is not intriguing when you consider that wherever you may end up in your later life, there will be a McDonald's to feed you. Why get McDonald's now, when you can assuredly get it at any other time in your life?
Let me also say that in a college town as dynamic as Madison, it is a travesty that there are no restaurants or establishments that are open 24 hours per day, seven days per week. That is one niche that has not been filled along State Street or the surrounding area.
The hours of operation at McDonald's are hardly the reason for their failure, although had they been open all day, they would have had much greater success. Any restaurant seeking the originality that will keep students coming through the doors need not look any farther than the doors—keep them open all day.
Another method of getting students through the door is effective marketing—something that McDonald's never had locally. As students went to Chipotle to exchange four cents worth of Ramen noodles for a free burrito, the McDonald's a half block away lay dormant.
This difference in marketing between Chipotle and McDonald's is surprising considering, until recently, both chains were owned by the same corporation. While burritos and Big Macs may not be as different as you may think from a business standpoint, the ability of Chipotle to create such a successful image is another reason for McDonald's departure. Once again, a lack of uniqueness hurt the attraction of McDonald's.
The question remains: What could replace McDonald's and provide the uniqueness that students seek? Madison lacks a few establishments that would be popular with students.
First, there is no 24-hour diner in the campus area. After weekend festivities, some people want steak and eggs or pancakes, but there is no place that can scratch the itch at three in the morning.
Second, people are upset that McDonald's is closing because they will no longer have local access to a cheap burger restaurant next to campus. The answer here is to have a chain that cannot be found everywhere and also has a favorable image in the eyes of college students.
An ideal chain, among others, is White Castle. This chain has only one location in the state of Wisconsin, so it is hardly a common restaurant. The prices are low and grease content is high, which satiates our glutinous desires. If not for the film ""Harold and Kumar Go To White Castle,"" many students would never know about White Castle, but they likely desire those trademark sliders after having seen the film.
So we bid you farewell McDonald's, with the hope your replacement will be more appropriate for college appetites.
