McDonald’s actively supported civil rights activists at lunch counters, which is still part of its public image today.

McDonald’s was involved in desegregation efforts in the South as franchises grappled with complying with the Civil Rights Act of 1964, though this part of its history is not commonly highlighted today.

McDonald’s avoided involvement in the Civil Rights Movement and strategically distanced itself from desegregation efforts, a stance that is reflected in its continued focus on neutral corporate branding.

McDonald’s focused on expanding into predominantly White suburban neighborhoods during the 1960s, deliberately resisting efforts to integrate its southern franchises in response to local segregation laws.