A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry forthcoming—B.P. (6/22)
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Entry from March 14, 2011
Mickey D’s (McDonald’s nickname)

"Mickey D’s” is a popular nickname for McDonald’s fast food restaurants. The nickname was trademarked by McDonald’s in 1981.

The nickname “Mickey D’s” has been cited in print since at least 1976. The nickname appears to have originated with blacks in the United States; in 1982, McDonald’s advertised the nickname in black publications such as Jet and Ebony.

McDonald’s has also been called “McDo,” but mostly in French-speaking countries. Derogatory nicknames include “Rotten Ronnie’s” (after the Ronald McDonald clown) and “McNasty’s.”


Wikipedia: McDonald’s
McDonald’s Corporation (NYSE: MCD) is the world’s largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. In addition to its signature restaurant chain, McDonald’s Corporation held a minority interest in Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007.

A McDonald’s restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation’s revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald’s revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.

McDonald’s primarily sells hamburgers, cheeseburgers, chicken products, french fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.

Google News Archive
12 November 1976, St. Petersburg (FL) Times, “Report card for government employes?” by William Raspberry (Washington Post), pg. 20-A:
It would be true, but incomplete, for instance, to say that this one began two weeks ago when my 7-year-old daughter, Patricia, came home from McDonald’s with a “customer satisfaction card” on which she was supposed to rate such things as food, service and cleanliness at the neighborhood “Mickey D’s.”

Google Books
Dating Habits of Young Black Americans:
And almost everybody else’s too

By John R. Porter
Dubuque, IA: Kendall/Hunt Pub. Co.
1979
Pg. 30:
Black teenagers tend to do their dating by going to movies, parties, drive- ins, and places like “Mickey D’s” (McDonald’s) and Burger King.

Google News Archive
22 August 1981, The Afro-American (Baltimore, MD), “Inmates boycott prison dietary fare; want change,” pg. 23, col. 4:
Guards also are unhappy about the fare served in the dining hall. “We have to eat there, too. They don’t give us an hour to run out to Mickey D’s (McDonald’s fast food restaurant),” Davis said. 

Google Books
10 May 1982, Jet magazine, pg. 52 ad:
Summer hours are long and hard. And before it’s time for me to deliver, “Mickey D’s” delivers a good, hot breakfast to my stomach.

Google Books
June 1982, Ebony, pg. 69 ad:
Summer hours are long and hard. And before it’s time for me to deliver, “Mickey D’s” delivers a good, hot breakfast to my stomach.

Google News Archive
6 March 1983, Milwaukee (WI) Journal, “Here’s a guide to help parents decipher slang” (United Press International), pg. 5, col. 1:
MICKEY D’s: McDonald’s

(Trademark)
Word Mark MICKEY DS
Goods and Services IC 042. US 100. G & S: Restaurant Services. FIRST USE: 19811115. FIRST USE IN COMMERCE: 19811228
Mark Drawing Code (1) TYPED DRAWING
Serial Number 73396576
Filing Date September 30, 1982
Current Filing Basis 1A
Original Filing Basis 1A
Published for Opposition April 10, 1984
Registration Number 1292557
Registration Date August 28, 1984
Owner (REGISTRANT) McDonald’s Corporation CORPORATION DELAWARE One McDonald’s Plaza Oak Brook ILLINOIS 60523
Type of Mark SERVICE MARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20040913.
Renewal 1ST RENEWAL 20040913
Other Data The mark is a fanciful name and is not the name of any living individual.
Live/Dead Indicator LIVE

(Trademark)
Word Mark MICKEY D’S
Goods and Services IC 025. US 039. G & S: clothing; namely, T-shirts, sweaters, sweatshirts, hats and jackets. FIRST USE: 19881100. FIRST USE IN COMMERCE: 19881100
Mark Drawing Code (1) TYPED DRAWING
Serial Number 74078677
Filing Date July 16, 1990
Current Filing Basis 1A
Original Filing Basis 1B
Published for Opposition September 10, 1991
Registration Number 1666796
Registration Date December 3, 1991
Owner (REGISTRANT) MCDONALD’S CORPORATION CORPORATION DELAWARE McDonald’s Plaza Oak Brook ILLINOIS 605231900
Attorney of Record JULIE ARIZZI
Prior Registrations 1292557
Type of Mark TRADEMARK
Register PRINCIPAL
Affidavit Text SECT 15. SECT 8 (6-YR). SECTION 8(10-YR) 20020209.
Renewal 1ST RENEWAL 20020209
Live/Dead Indicator LIVE

Posted by Barry Popik
New York CityRestaurants/Bars/Bakeries/Food Stores • Monday, March 14, 2011 • Permalink