In recent times, automats have made a remarkable comeback, ushering in a new era of fast-casual dining. These restaurants, once hailed as marvels of the future in 1920s America, are now experiencing renewed popularity due to their convenience and contactless dining experience. The revival of automats has captured the attention of both younger generations, intrigued by their novel format, and older patrons, thrilled to relive the golden days of dining.
What Are Automats?
The history of automats traces back to 1895 when the first one, called Quisisana, made its debut in the Berlin Zoological Gardens. The concept was simple yet revolutionary: customers could select a meal from a menu, drop coins into a slot, and retrieve a meal that is packaged or on a plate from a heated food locker. This virtually contactless dining experience was a departure from the conventional dining norms of the time.
Automats gained popularity quickly in America during the early 20th century, especially among the growing workforce seeking fast and affordable dining options. With their shiny chrome exteriors and a variety of fresh meals inside, automats became a symbol of progress and innovation in the United States.
The Rise of Automats in America
The concept of automats spread to America from Europe, where it was initially introduced by businessmen Joseph Horn and Frank Hardart. They opened the first automat in Philadelphia in the early 1900s, and its instant success led to the rapid expansion of automats across the country. By the mid-20th century, Horn and Hardart's chain boasted over 100 locations in New York alone, offering a wide range of comfort foods and beverages.
However, the rise of fast-food chains during the 1950s and 1960s posed tough competition for automats. The increasing demand for quicker dining options, such as portable hamburger meals from franchises like McDonald's and Burger King, led to a decline in automat popularity. Their fixed sit-down dining concept couldn't keep up with the changing preferences of customers, resulting in a gradual decline and eventual closure of the last Horn and Hardart automat in 1991.
Automats In America
Automat menus were full of traditional comfort food and beverages like sandwiches, pot pies, coffee, and even wine. Quisisana became a huge success in Berlin, mainly because it was cheap and fast. With an automat, you could order a full course meal for 25 cents and have it come out in seconds. Quisisana began manufacturing the machines and equipment needed to run an automat. After debuting the automat at the Brussels World Fair, the new dining style caught the eye of American businessmen Joseph Horn and Frank Hardart, who became the first owners of an automat in America by 1902.
Since 1888, Joseph Horn and Frank Hardart ran a cafe named after their surnames Horn and Hardart. Their business was slow until they brought the first automat from Europe and opened their doors in Philadelphia at the turn of the century. The automat was a simple lunchroom in the city with no tables or formal dining room, just a counter with 15 stools and an ordering station that looked like a chrome kiosk with glass windows.
Horn and Hardart had instant success. It attracted bustling customers in the city looking for a new place to sit down and quickly eat during their lunch breaks. Horn and Hardart automats quickly began popping up everywhere, and by 1950 had over 100 locations in New York. Joseph Horn and Frank Hardart also popularized New Orleans-style coffee in Northeast America, and their specialized brew was among the most popular items served at their automat restaurants. If you were to dine at a Horn and Hardart automat in the first half of the 20th century, their menu would feature:
Beverages
- Orange juice
- Milk
- Hot chocolate
- H & H coffee
- H & H teas
Main Course
- Sandwiches
- Chicken pot pie
- Vegetable platters
- Steak with potatoes and gravy
- Variety of soups (chicken noodle, clam chowder, vegetable)
- Deviled crab cakes
- Breaded veal cutlets
- Variety of salads (tuna, chicken, potato)
- Chicken and biscuits
Desserts
- Variety of pies (apple, pumpkin, huckleberry)
- Rice pudding
- Lemon shortcake
- Chocolate layer cake
- Fruit cups
- Applesauce
- Ice cream
The Fall Of Automat Restaurants
The popularity of automats began to fade away as the rise of fast-food chains began during the 1950s and 1960s in America. Automats were known as the predecessor of drive-thrus and take out dining. Horn and Hardart introduced the idea of making large quantities of delicious foods in a short amount of time and at an affordable price point.
Consumers in the 1950s were looking for faster dining options, where they could grab freshly made meals to go instead of sitting down in a cafeteria. Franchises like McDonald's and Burger King popularized the conveniently portable hamburger meal, causing automats to face tough competition. Automats simply could not keep up with the changing demands of customers. They were now looking for even faster dining options and began opting for hamburger meals they could take with them on the go.
Although fast-food franchises adopted many parts of the Horn and Hardart business model like affordable prices and low labor costs, automats had a fatal flaw in their design since they served meals that required you to sit down to eat them. Automats were considered outdated by the 1960s. In the 1970s, Joseph Horn and Frank Hardart had begun replacing many of their automat locations with Burger King franchises they bought and operated. The last remaining Horn and Hardart automat closed its doors in 1991.
The Revival of Automat Restaurants
In an unexpected turn of events, the COVID-19 pandemic brought about a resurgence of automats. The need for contactless service and off-premise dining during the health crisis made automats a practical choice for many consumers. Their format allowed for minimal interpersonal contact, making them a safer option amidst the pandemic.
Interestingly, this isn't the first time automats have gained popularity during a pandemic. Back in 1918, after the Spanish flu outbreak, automats in Europe also experienced increased patronage as people sought to reduce person-to-person contact.
Automats in the Modern Era
In the current era of off-premise dining, automats have adapted to the times with a technological makeover. Modern automat restaurants now feature digital ordering systems, credit card processing machines, and offer carry-out and delivery services. Menus have also evolved, offering gourmet meals, vegan options, and fusion cuisine.
To place an order at a modern automat, customers can use touchscreens or their smartphones and receive a text notification when their order is ready for pickup from designated glass cubbies. While some automat locations may offer a small dining area, the emphasis remains on takeout and contactless service.
The Future of Automats
As the trend of off-premise dining continues to thrive, automat concepts are expected to expand further, especially in large cities and college towns. The convenience, safety, and innovative appeal of automats resonate well with consumers seeking fast, yet high-quality meals.
The return of automat restaurants marks a fascinating development in the food industry. With their historical roots in the past and a modern twist tailored to the present, automats are once again capturing the imagination of diners. As the world evolves and embraces new dining preferences, the automats' legacy is likely to endure as a compelling option for fast-casual dining.
