Following the civil rights movement, McDonald’s encouraged Black citizens to own McDonald’s franchises in their communities. But this experiment came with a cost.
The assassination of Martin Luther King Jr. sparked calls to promote Black capitalism, Chatelain says. McDonald’s led the charge by recruiting Black franchise owners in predominantly Black neighborhoods.
“When we think about all of the visible signs of King's legacy … it's one of those initiatives that has actually lasted longer than some of the more important goals of the period: fair housing, equalization of access to schools, the end of police brutality,” she says. “We didn't see that, but what we did see was a corporation aligning itself with this idea of Black capitalism and being very successful at it.
These problems persist to this day. Shortly after Chatelain’s book was published, a group of Black franchise owners“I think that it's a real reminder about the limits of this kind of wealth building to try to mediate racial injustice because a lot of people did become very wealthy and very successful as a result of franchising, but it all comes at a cost,” Chatelain says.
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