An elderly couple, octogenarians, are sitting, as they
for several years have sat, at their local McDonald’s, having a mid-afternoon
snack, talking, planning, remembering, enjoying, he says, a “sweet time of
fellowship,” a communion of husband and wife that has underwritten their more
than six-decade-long marriage. An
employee begins cleaning in the area around their booth. The restaurant is mostly vacant—a few
customers occupying a couple of the tables, a few off to the side using the
free WiFi. Nonetheless, the employee
begins sweeping under and around the elderly couple’s table.
The couple undoubtedly find the bustle intrusive. Dust
kicked up by the sweeping is settling on their food. Other, customerless, areas could easily be
cleaned first. The wife complains,
archly, perhaps, but not humorlessly.
The employee tells the manager.
The manager tells the couple that they have overstayed their welcome,
that they have exceeded the half-hour eating-time limit and have to leave. There is no sign on any wall that announces a
30 minute customer limit. The WiFiers
were in place and plying the Internet when the elderly couple entered the
restaurant. Yet, the elderly couple must
leave. The franchise has disenfranchised
them.
They are determined, at first, to dismiss the
incident, to laugh it off as one of those sometimes strange, sometimes
embarrassing things that just happen, one of those many rasps of living one
periodically encounters. But the
husband, concerned that future customers not be so belittled, writes a letter
to the editor of the local newspaper.
The letter is not indignant, is not rancorous, does not chafe or accuse,
expresses no outrage. No, it simply explains
what transpired, and articulates the intimate significance he and his wife
attach to their mid-afternoon being together.
The letter goes viral. The manager apologizes, the franchise owner reinstitutes
an employee training program, and McDonald’s corporate, by way of apologizing
to the beleaguered couple, sends them two coupons for a free small coffee. The couple sends the coupons back. They continue to enjoy their mid-afternoon
snack, but at another McDonald’s.
* *
*
So, beyond the heart-leap and hurrah of an elderly
pair of Davids overcoming a fast-food Goliath, what does their story point
to? For what deeper issues does it stand
as an emblem? For one, this: the
McDonald’s manager is a bully. Perhaps
he was having a bad day. Perhaps he was
simply following his training, cleaving to a cleaning schedule that, like the
food preparation process itself, like the flow and placement of bun and burger
and sauce and condiment, is thoroughly rationalized, certain areas spic-and
spanned at certain times, no exception, the whole thing regimented, all graphed
and charted, all factor-scored and tabulated. Perhaps he was struggling to find in what he
does some intrinsic value, something true.
Perhaps he was feeling a sting of bitterness, remembering that, at one
time, his aspirations soared higher than managing a fast-food restaurant,
farther than being a small man in a small job doing small things by rote and
rule, none of which catalyze his intellect, none of which quicken his imagination,
all of which palsy his self-respect.
And to poultice that self-respect, to leave his
littleness behind, he turns to cruelty. He
intimidates. He becomes a bully. He devises an ad hoc rule, perhaps the only
creative act the rule-governed can conjure, to move the couple out, get them
out of the way to ease his day and keep the cleaning on schedule. The couple is
old, after all, and he is young and can use his youth and whatever managerial authority
he has to impose his rule and coerce their departure. Cruelty, as George Eliot says, requires only
opportunity, and he seizes it.
And then there is the stupefyingly flat-souled and diligently
dismissive gesture of apology by McDonald’s corporate. We’re sorry, and, to show our distaste for
the indignity you suffered, to show how sincerely we value every one of our
patrons, here are coupons for two small coffees. How is this anything more than a glancing
drive-by of a mea culpa? How is this not
just a departure from concern, but a severing of all ties with it? What novocained sensibility could possibly
think that coupons for two small coffees would be within five time zones of
appropriate? How is this anything more
than an apology erased by its staggering triviality? How
does this indifference do anything more than invalidate the elderly couple, humiliate
them, discard and disregard them, treat them as unsecond-thoughted?
Perhaps nothing more can be expected from a corporate
culture. Its perspective is narrow
despite the massiveness of the enterprises it directs. Perhaps a failure of imagination is built in
when the primary value is market-share expansion and its connection to
customers is remote and sluiced through datafying analytics. There is no way,
no need, really, to lift the lid on customers’ lives; no way to understand the
world they experience, its felt texture, its palpability, its heart-stings and
heart-joys. No way to be human, despite
being a person. No way to recognize the
couple and, thus, no way to feel sympathy, gratitude, indebtedness. No way, no way at all, to know what it was
like to be that elderly couple, hoping only to savor another afternoon
together.
No way at all to understand how the cynicism of a
thoughtlessly reflexive “give them coupons and they’ll be happy” protocol
repudiates the couple. And probably no
way to understand, in sending the coupons back, the couple refused to be
released from memory and, thereby, repudiated their repudiation.