Explore the popularity of American franchises in Latin American nightlife during the 90s and how tastes in the region have evolved since then.
Saturday night in Lima, 1999. I’m 17, wearing baggy pants, a crop top, and butterfly clips in my hair. My friends and I carry a lone cell phone among us. In our purses: lip gloss and our meager allowances. We’re out for a wild night—at TGI Friday’s. Suburban American franchises were the crème de la crème of Latin American nightlife in the ‘90s. McDonald’s golden arches and Chili’s backlit red pepper splashed into major cities faster than you could learn the Macarena.
In Bogotá, Buenos Aires, São Paulo, and beyond, these multimillion-dollar brands set up shop—and lured the masses. Each opening was an event. You didn’t simply drop by when a hankering for nuggets hit; you made a point to see and be seen. North of the Río Grande, places like Friday’s were anything but swanky. So, why the craze in Latin America? And how have tastes in the region evolved since? Amalia Blondet, a former server at Friday’s Lima, gives us a window into what it was like back in the day. “People waited in line to get in. For hours,” she said. “The first week was nut
American Franchises Latin American Nightlife 90S Evolution Popularity
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