European Stars and Stripes (Newspaper) - September 14, 1990, Darmstadt, Hesse                                Mcname less burgers and Coke floats underneath the Arches by Phil West associated press the Golden Arch cafe in Hartsville tenn., serves up old fashioned Coke floats and Salisbury Steak platters but diners won t find big macs or a nuggets. Mcdonald a corp. Is hoping this Small town spinoff from the 1950s will give the company a break in today a sluggish american Market for fast food. The fast food giant is stepping Back in time a and possibly creeping toward a new franchise a with a diner where you have to wait awhile for the food but you get an ambience. With Chrome Glass decor Neon lights spin seat counter stools cozy Booths and a Jukebox that blares 50s and 60s hits the cafe has been under secret development for two years targeted at communities with populations under 3,000. It debuted in the Tennessee town at the end of August. A let s just Call it the cafe of the �?T90s,�?� said John Charlesworth vice president for Mcdonald a Nashville Region. Quot Small town America is nostalgia. This place feels Good and this concept feels Good to  aside from its name which draws upon the famed Golden Arches outside Mcdonald a outlets there is Little about the cafe to suggest it is owned by the same people who introduced the world to Quarter Pounders with cheese. The typical menu fare includes a $2.99 Salisbury Steak Platter with two vegetables $3.99 lasagna and Coke floats in real glasses at $1.19. Burgers and Fries Are there too but without the my names. True patrons must place their orders at a counter similar to the fast food system. But afterwards they find seats and cafe workers dressed in 1950s-style Bowling shirts serve them the food on plastic plates. A i think its great Quot said Bob Rickman 57, a contractor eating lunch there during opening week. Quot Hartsville needs it and i Hope they need  Mcdonald s executives said More Golden Arch cafes Are planned but they declined to disclose How Many or where. Charlesworth said Hartsville was chosen for the first site because it represents the Model locale where such a restaurant could thrive a Small town that can to generate enough business for a regular Mcdonald s. Hartsville population 2,674, is about 50 Miles East of Nashville. Quot this is an Opportunity to go places we normally might not go Quot Charlesworth said. The cafes premiere was news to some analysts and competitors who scrutinize everything Mcdonald a does because it shapes trends in the Industry. Quot sounds like a new Jersey diner to me Quot said Joseph Doyle a fast food strategist at Smith Barney Harris Upham amp co. In new customers at Mcdonald a corp. Is new Golden Arch cafe in Hartsville tenn., eat in a 1950s atmosphere with Chrome Glass decor Neon lights and a Jukebox. York. He said the concept puzzled him partly because it s so limited. Quot if this thing works Why would they keep it just in the Small towns Quot a what you re going to have is a Mcnight Mare Quot predicted John Merritt spokesman for Hardee s food systems inc. Quot they Are the masters at what they do Well but when they get out of the colouring lines it does t work As  Hardee s Calls itself the dominant fast food restaurant in towns under 10,000. The company a research shows customers go to fast food restaurants in Small towns for the same reasons As people in the City Merritt said. The cafe s debut comes at a time of slow sales for Mcdonald a which has unsettled some investors and Industry experts because the company historically has been considered one of the country s most successful businesses. John Maxwell jr., a securities analyst who follows the business for wheat first Butcher amp Singer in Richmond va., said he was t surprised Mcdonald s would try a new concept. The company has been experimenting for years from breakfast to pizza to salad bars. Some have endured while others have been quietly  on Gorky Street by Michael Collins United press International the world s largest pizza parlor Chain has opened its first two restaurants in Moscow but muscovites had to wait hours in line for a meal. Diners at the new pizza hut on Gorky Street a one of two that opened this week in Moscow a said the food and the service were very Good. Many added however that they would not return because of the Long wait and High prices. The Gorky Street restaurant is about a mile from the Kremlin. The other Branch is in Moscow s Krystal suburb on Kutuzov sky Prospect. Quot my feelings Are complicated after waiting 51/2 hours to get in Quot said Andrei Kolosov As he finished off a pizza and soft drinks with four friends. A i Don t think it was Worth  Andy Rafaqat the Deputy general director of the joint venture running the pizza huts in Moscow said the company was considering departing from company tradition and using a reservation system because of the Long lines. Quot we really have to see How things work out Quot he said. Quot we will change things As we see How to  unlike the Moscow Mcdonald s that opened in january which can serve thousands of customers quickly the pizza hut on Gorky Street is a sit Down full service restaurant and can Only produce 3,000 pizzas a Day. Most of the several Hundred customers waiting in line outside said they came mostly out of curiosity and would not be willing to wait As Long a second time. Quot besides the wait it is not cheap Quot said Vadim Maximov As he neared the Entrance after sharing a sampling pizza in Moscow As others line up. Four hour wait with friends. Quot i came because it is the first time it is open. We will  others seemed More resigned to the queue. Quot we Are used to waiting in lines Quot one woman said. Quot it s something of a National  in deference to local tastes the menu includes a sardine tuna and onion topped pan pizza along with american favourites such As pizza hut s mushroom onion and Pepper supreme combination. The pizza huts Are a joint venture Between Pepsico inc., which owns the pizza Chain and the Moscow City Council. Pizza hut imported employees from All around the world to prepare for the opening and train soviet staff but eventually the restaurants will be Quot run and staffed solely by enthusiastic soviet citizens Quot Pepsico chairman Donald Kendall said before the ribbon cutting. Quot today we Hope to begin to revolutionize the food and restaurant Industry by providing great tasting pizza and Friendly service to the people of Moscow Quot Kendall said. Quot this project has positive implications far beyond our two restaurants. By working together to strengthen the soviet food network and especially to train More soviets in the production and transport of Large quantities of food we Are taking a big step in improving the local Economy and making More food of All kinds available to the families of  monday pizza hut also opened its first restaurant in China despite the fact chinese Are known to hate cheese. The opening in Beijing was closed to All but invited guests but Many chinese on the Street said they would return to give pizza a try. Pizza hut had planned to open in China last year but the plans were delayed after the bloody chinese crackdown on pro democracy demonstrators in Beijing s Tiana men Square. Friday september 14, 1990 the stars and stripes a a a Page 13