The Golden Arches in Black America

Marcia Chatelain, a historian at Georgetown, recently won the Pulitzer Prize for History for her book “Franchise: The Golden Arches in Black America.” Chatelain looks at how McDonald’s leveraged the social upheaval of the nineteen-sixties to gain a permanent foothold in Black communities across the country. McDonald’s strategically positioned franchise ownership as an economic goal for Black entrepreneurs. Black franchisees, she notes, have navigated the economic promise and the pitfalls of that corporate relationship, while the wages for fast-food workers, who are disproportionately Black and Latino, have remained notoriously low.

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