Ezra's Bookshelf

Franchise

by Marcia Chatelain

Marcia Chatelain reveals the complex and often troubling history of how McDonald's became one of the largest employers and wealth generators in Black America. Her research traces how the fast-food chain expanded into African American neighborhoods in the late 1960s, positioning itself as a force for Black capitalism while urban rebellions demanded economic justice. Chatelain examines how Black franchise owners built businesses and community standing through McDonald's, while the corporation benefited from access to markets and a narrative of racial progress. The book complicates simple narratives of exploitation by showing how Black entrepreneurs, civil rights organizations, and community leaders actively shaped their relationships with the company. Chatelain documents controversies over advertising, nutrition, labor practices, and the chain's role in urban food deserts, showing how McDonald's became a flashpoint for debates about Black economic development. Her research draws on corporate archives, newspapers, and interviews to reconstruct decisions made by both McDonald's executives and Black community members. A professor of history and African American studies at Georgetown, Chatelain brings academic rigor to a topic often reduced to political talking points. The book illuminates broader questions about capitalism, race, and community, showing how the pursuit of economic opportunity within existing structures can both empower and constrain marginalized communities.