By 1970, the fast-growing McDonald's Corporation already had 1,500 locations around the US, but none in San Francisco. After announcing plans to open its first franchise at 1041 Market St., McDonald's chairman and CEO Ray A. Kroc received the key to the city in October of 1971. "Did you know McDonald's is part the multi-million-dollar program to beautify Market St.? You do now," wrote San Francisco Chronicle columnist Herb Caen.
Many San Franciscans mobilized to oppose McDonald's expansion plans. On August 12th, 1971, the Chronicle reported that Inner Sunset residents were circulating petitions to prevent McDonald's from building a new drive-in on the west side of 19th Avenue between Lincoln Way and Irving Street.
Opposition was widespread in the neighborhood, which was then zoned for low-density housing and apartment buildings. Residents voiced concerns about the potential for noise, traffic and litter problems. "It will simply wreck the neighborhood," said James Page, a resident who collected signatures for a Planning Commission meeting.
San Francisco Chronicle, 8/12/1971
Other groups joined the effort, including the Culinary Worker's Union, which objected to the burger giant's non-union shop, and the Sunset Parkside Education and Action Committee, which stated that "such a concern is inappropriate near a major entrance to Golden Gate Park." To garner local support, McDonald's held a reception for local merchants. "A hundred and ten people showed up, and no one raised a single objection," said McDonald's lawyer George T. Choppelas.
A few weeks later, McDonald's abandoned plans to erect its golden arches in the Sunset, "as a direct result of public sentiment," according to District Manager Robert Devine. He said the chain "would seek alternate locations in the Sunset district, although we don't have anything specific in mind right now." Eventually, McDonald's took over what had been Bob's Drive In at the corner of Haight and Stanyan.
For years, the McDonald's at 730 Stanyan has generated a steady drumbeat of complaints from neighbors and merchants; by 2012, the troubled corner was the subject of an article in The New York Times. In April, City Attorney Dennis Herrera informed McDonald's corporate headquarters that they were liable for ongoing criminal activity and quality-of-life issues. Soon after, franchise owner Betty Lin reinstated private security.
Even after its abortive move to the Inner Sunset, McDonald's still faced stiff opposition in San Francisco. In 1972, permits to open new franchises on Nob Hill, the Marina and a 222-seat restaurant at 1979 Mission were revoked after complaints about the potential for traffic congestion. Because McDonald's didn't use union labor, the Culinary Workers Union rallied support by labeling the fast-food company as anti-competitive.
Today, McDonald's identifies only 17 locations inside San Francisco; restaurants at Van Ness Ave., Third Street and 16th & Mission have all closed in the last year. Domestic sales have been declining steadily for years, and although restaurants are owned and operated independently, the land they occupy is owned by the corporation. As reporter Joe Eskinazi told CBS5 in June, "Though McDonald's is a wonderful villain in this town, it’s less a sociological thing than land use and real estate."
