Food is such a major part of our lives. It’s natural to have happy associations with eating, especially when the folks we care about most are right by our side. Many of us have fond childhood memories of grabbing a bite with our loved ones, including cheeky meals out.
The curator of the well-known @fasc1nate account on X (formerly Twitter) created a now-viral thread sharing iconic photos of old-school fast food restaurants. Not only are they an architectural and design delight, but they’re also weirdly nostalgic. Scroll down for a trip through time.
Bored Panda got in touch with marketing psychology speaker Matt Johnson, Ph.D., who explained to us why people are so fond of old-school fast food restaurants. Johnson is the host of the branding and human nature blogs, and you'll find the insights he shared with us as you read on.
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Image credits: fasc1nate
Johnson explained to Bored Panda that fast food restaurants often serve as nostalgic markers of simpler and happier times. That's why so many people have fond memories of them.
"Fast-food chains are consistent and familiar, offering a sense of comfort and reliability. For many, they are linked to childhood experiences, family outings, or late-night gatherings with friends, creating emotional connections that go beyond the food itself," he said.
"It's also no accident that the brand personalities of many of these fast food restaurants are about childhood wholesomeness, which also adds to the nostalgia. Overall, the branding, atmosphere, and sensory experiences—like the smell of fries or the jingles from ads—further reinforce these memories, embedding them deeply in our minds as symbols of joy, convenience, and shared experiences."
Here's how some internet user reacted when they saw the old-school photos
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Back when a visit to McDonald's was an experience.
Image credits: Champagnegatsby
We were curious what fast food brands can do to convince customers to come back these days if they've left due to high(er) prices. Johnson told us that though the price of the food is a critical factor, restaurants also have to focus on more than just the cost to regain customer loyalty.
"It's a major challenge. Many brands operating in this space, especially McDonald's, have attempted to go upmarket, by investing heavily in their restaurants. This provides a much-improved dining experience, but has also certain consumers who may miss its more down-to-earth, accessible feel," he told Bored Panda.
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
"In a landscape where many Americans are increasingly budget-conscious, value perception becomes key. Restaurants should consider offering tiered pricing options (such as Wendy's dynamic pricing), and budget-friendly meals (such as the $5 special)."
Johnson said that, ultimately, what matters is balancing affordability with value. That means "offering not just low prices, but also a compelling reason for customers to choose their brand over competitors."
He added that, "overall, the market has shifted, but these fast food chains haven't changed to address these new norms."
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
These days, some fast food restaurants are faring better than others. CNN reports that Taco Bell, operated by Yum! Brands (which is also responsible for KFC and Pizza Hut), is performing better than some competitors due to its cheaper food and value deals.
Meanwhile, McDonald’s, Burger King, Wendy’s, and Starbucks are all seeing less foot traffic and lower sales. They’re trying to buck the trend by introducing (more) value meals.
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
Here's how some internet user reacted when they saw the old-school photos
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Who remembers when McDonald's playland looked like this? Memories...
Image credits: sugarcain
In a recent edition of the 'Nightcap' newsletter, CNN Business' Allison Morrow pointed out that Americans haven’t stopped going to restaurants. Instead, what’s happening is that they’re no longer willing to pay massive prices for sub-standard dining experiences.
“Many Americans are still eager to spend, they’re just not willing to pay Texas Roadhouse prices on McDonald’s food that they summon by tapping buttons on a kiosk and eat in their car. Instead, they’re going to Texas Roadhouse, where they can sit down and have some service with their meal. Or they’re swinging through Chipotle, which saw sales shoot up 11% last quarter at stores open at least a year,” Morrow writes.
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
Here's how some internet user reacted when they saw the old-school photos
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How Burger King looked like when I was a kid.
Image credits: RogerDat143
It’s not just social media content creators who are so focused on nostalgia-centric content. BBC Worklife points out that marketing to people who yearn for the past can be incredibly lucrative. Many companies have jumped at the opportunity to create or relaunch products, foods, entertainment, and services that would remind people of their childhood and youth.
There’s nothing like happy memories viewed through rose-colored glasses to loosen those purse strings! (And there’s no judgment there. Many of us feel the siren call of years long gone.)
Here's how some internet user reacted when they saw the old-school photos
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Image credits: jidifeanyi
Here's how some internet user reacted when they saw the old-school photos
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Image credits: rishigeorgian
While millennials are craving things that remind them of the 1990s and early 2000s, Generation Z is already starting to yearn for the past, too.
Many people are now in a position where they can allow themselves the luxury of purchasing nostalgia-related goods. They earn enough to buy the things that either remind them of their childhoods or that they wanted to have but never could.
We don’t necessarily feel nostalgic just for our childhoods, though. Krystine Batcho, a professor at LeMoyne College in Syracuse, New York, told the BBC: “When you think about measuring nostalgia, I don’t think it’s about timing. A lot of research shows that nostalgia is very often triggered by a feeling of a difference in the present and missing something from the past, whether it was two months ago, two years ago, or 50 years ago.”
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
Here's how some internet user reacted when they saw the old-school photos
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Image credits: fasc1nate
It’s very likely that you’ve stumbled upon some viral threads and posts created by the team behind the @fasc1nate social media project.
The account has been around since early 2013 and currently boasts a massive following of 3.3 million people. Its thread about old-school fast food places was viewed a million times and counting.
Here's how some internet user reacted when they saw the old-school photos
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Image credits: AdriannaAndWhip
Here's how some internet user reacted when they saw the old-school photos
