"Why is Big Mac here?"... Wealthy US Neighborhood Rejects McDonald's Entry

by Lim Juhyeong

Published 12 Jan.2024 13:23(KST)

Updated 12 Jan.2024 15:28(KST)

Chicago affluent suburb Wilmette rejects McDonald's first store

A wealthy residential area near Chicago, Illinois, has reportedly finally rejected the opening of a McDonald's, citing concerns that it would spoil the 'atmosphere.' This marks a humiliation for McDonald's, one of the most famous hamburger chains in the United States.

Local media, including the Chicago Tribune, reported on the 11th (local time) that the Wilmette Board of Trustees in the northern suburb decided the day before not to approve the opening of McDonald's. Previously, McDonald's had planned to open the 'Wilmette 1st Branch' on a vacant standalone building lot at a major road intersection.

McDonald's drive-thru. The photo is not related to any specific expression in the article. [Image source=McDonald's]

The Board of Trustees explained, "This decision was made after carefully reviewing residents' opinions and McDonald's plans." The site had been left vacant since 2010 after the casual restaurant chain 'Baker's Square,' which opened there in the 1990s, closed down. Initially, McDonald's planned to establish a drive-thru location here. However, Wilmette residents opposed the McDonald's opening and reportedly conducted a petition campaign against it.

The reasons Wilmette residents reject McDonald's include concerns that increased traffic, noise, and exhaust emissions would deteriorate the residential environment. There were also claims that the influx of 'low-income' residents from other areas would raise safety concerns. Complaints were also made that it could spoil Wilmette's unique atmosphere.

They stated, "According to the investigation, McDonald's sells an average of 1,000 orders per day, of which 700 to 800 are through the drive-thru. Based on operating hours from 5:30 a.m. to 10 p.m., one vehicle passes through every minute. The McDonald's drive-thru did not meet the criteria for a change of use permit required for installing special facilities," they argued.

Meanwhile, Wilmette, located about 30 km north of downtown Chicago, is a village with a population of 28,000. Most residents are affluent, with a median income of $180,000 (approximately 236.6 million KRW) and a median home price of $787,000 (approximately 1.03443 billion KRW).