for a more bikethrough future . august 12 . 2009
August 14, 2009 . Since writing this post, the story has received more attention than I thought probable. First, from the Burgerville in question, whose manager called me to express his regret over my drive-through denial and to say that bikes are most definitely welcome at SE 25th and Powell. He also pointed out that the reason for the silence following my order could have, indeed, been technical; the magnetic speaker system makes its connection through pressure and metal content of the vehicle. Perhaps when I shifted my weight, I disconnected the system. If you're in that position, he said, try dropping a heavy lock on the ground.
And then the news crews started calling (and tweeting). First, Joseph Rose covered the controversy; he was able to get Burgerville to say they were considering the idea of a bike lane for some drive-throughs (wow!) (and I won't respond to the comments of those who say it isn't news, that I'm lazy, whiny, or entitled, except to say, no, I don't think I have a right to ride the drive-through -- I just think it's bad business to deny bicyclists). Evidently, I was also on KPAM, though I don't have a link. Later that afternoon, KGW News called, and did a nice piece that included a statement from Burgerville's PR firm that the company is evaluating their corporate bike lane policy and should release a statement within a week. This morning, I talked to KOIN-6, and will be on tonight at 5 and 6.
3:00 p.m. Burgerville's PR firm issued a release announcing "it will allow bicyclists to order and pick up food through its 39 drive-thru lanes... The company will announce a formal bicycle drive-thru program within the next two weeks... Burgerville is creating a chain-wide formalized bike-friendly policy, which was galvanized yesterday in part due to an experience chronicled by Sarah Gilbert, an avid Portland cyclist." I'm thrilled, and delighted that Burgerville is displaying its commitment through a formal policy. Any PR is good PR? If the company can act as quickly and decisively as this to institute bike-friendly policies that make sense (without the fear-mongering): I'm all for it.
First, a story.
This afternoon around 1:15 p.m., I was turned away on my longtail bicycle at the SE 26th and Powell Burgerville drive-through window. My bike, festooned with "Love your farmer" and "One less minivan" stickers, has a seat for my toddler in front and a running board for my other two boys in back, and fits in with the "flare" at Burgerville, like the sign reading "Drive Less, Save More." In fact, I've biked through that very same drive-through on that very same bike before, with my three boys aboard, for milkshakes and cheeseburgers. My family is, after all, car-free by choice (both for its budget benefits and its environmental advantages).
And I have long sung the praises of Burgerville. I appreciate its use of local, seasonal ingredients, its composting, the commitment to wind power, and its fryer oil recycling program. It's the only fast food restaurant where I, a bit of a nut when it comes to sustainable food, will eat. I'm not the only one; I regularly find the bike rack at Burgerville full and run into other hippie, foodie families in the dining area.
The situation of my bike denial was deplorably rude. I pulled up to the menu board and was immediately asked for my order. After having issued it, I was answered by silence. I waited a few minutes, wondering if my request for "ketchup only" (my seven-year-old's standing order) had caused a register snafu. When silence was followed by more silence, I asked a polite question. "Have you got that?" [silence] "Hello?" [more silence]
I theorized it must be a technical malfunction and biked up to the first window, where I saw the woman with the drive-through headset removing her cash drawer from her till, glancing at me with annoyance. I proceeded to the second window -- where no cars were waiting -- and cocked my head ready to order. "We don't serve bikes at the drive through!" she yelled. "You don't?" I replied, stunned given my previous success at the very same window. "NO!" she said, while a woman behind her said, "just take her order! It'll just take a minute!"
She closed the window.
I was stunned and humiliated, washed over with the heat of anger and shame. Rejection can sink the most confident of us into slow moments of self-doubt, and here I was: already kicking myself for spending most of my cash on fast food, only to be told I wasn't fit for the drivethrough. Silly, but a reality evocative of high school-style slights. Perhaps more piercing for me, as the Burgerville is a few dozen yards from my own high school mater.
I almost biked home. I almost cried. But I'd promised my husband and oldest son a treat for postponing an errand while I bought honey and corn at the People's farmer's market. I went inside, where I tried to get the manager's attention to ask more about this new-to-me policy. He was busy, and I was shamed, so I bought my cheeseburgers and headed out.
I got home. I tweeted. I googled. And I found that the drive-through ban is common (although commonly unevenly applied) across the country, and is typically a branch-by-branch policy. Here in Portland, for instance, one Bank of America branch had long allowed bike-through customers at its teller window, but stopped serving them when a new manager changed the policy. While occasionally liability for accidents is blamed, the general reason given by companies, especially bank branches and fast food restaurants, is the safety of employees. The rationale: when customers walk or bike up, it's easier for them to jump through the window and grab cash or threaten the employees, and get away fast without a license plate to record.
Such is my story. And here is why this is more important than a few minutes of shame for a cash-poor woman on a cute family bike: It is unethical and senseless. It is profiling. There is no law, statute or ethical standard prohibiting discriminating against customers on the basis of their mode of transportation (and discrimination it is, due to the common practice of having extended hours of operation at a drive-through window; besides the incredulity of only allowing customers in possession of an engine the privilege of convenience). There should be.
It's true: customers who ride bikes instead of driving cars are more likely to be poor. Here in Portland, that's not as true as it is in many other cities. It is, however, untrue that bicyclists are more likely to be criminals than motorists.
And even if it was true? Refusing service to a class of customers based on their association with a group that has been prejudged as unsavory is unethical. It would be unethical to refuse service to customers who arrive in cars whose windows operated with a crank, or who drove cars whose value was less than $2,000, or in vehicles manufactured in the 1980s; of course, these bans would have a similar purpose to the bike ban. Those who drive inexpensive vehicles, whether motorized or not, are more likely to be of the class of people who might commit violent crimes. Right? Well, maybe, but probably not. And discriminating based on mode of transportation is not just ridiculous and rude and unethical.
It's unsustainable. By which I do not mean only "not green" but also not sustainable. It won't work long-term. And it should be done away with now. As gas prices rise -- and despite what traders believe will happen over the next year or two, it is almost universally acknowledged that, over the next few decades, gas prices will rise significantly, double, triple, or even more today's pricees -- a much more substantial portion of the population will convert to human-powered vehicles. Bicycles. Tricycles. Tandems. Pedal-powered cars. Does anyone really believe opening up drive-through lanes to bicyclist and pedestrians will be a death sentence for even the tiniest fragment of drive-through employees? Seriously? Let's get a statistical risk assessment in here, please.
Drive-through bans on bicycles are head-in-the-sand, belief that today's gas-powered-car-dominated culture is a thing that will live forever. It won't. Perhaps fast food is doomed, too -- I'd hoped that Burgerville's forward-thinking brand of fast food would have more longevity than most, but it's all based on fossil fuels and government subsidies of cheap, nutritionally-bereft food, so maybe these things will slowly trickle away concurrently.
Worst, it is backward and, in the face of Burgerville's stated commitment to environmental consciousness, community focus, and sustainability, ignominous. Bewildering. Shameful.
If I were to place my chips on a table that represented the future makeup of my customer base, it wouldn't be the drivers of motorized cars to the exclusion of all others. I would embrace a wider variety of folks. I'd choose the bikers, because not only are they statistically not criminals, they're pretty nice people, and smart and funny and rational too.
As soon as I finished writing this story, I received an apology from Burgerville. They had contacted the General Manager, found it was a "miscommunication," and said that it was not the store policy. I do appreciate this kindness and hope that it's replicated in other Burgerville outlets. However, I also know that this is not the first time customers have been turned away at Burgerville drivethroughs, so it's still important that the company address this seriously for its future customers and employees, and train them appropriately. Also, this should be demanded of all businesses: that the consistent treatment of customers no matter what their transportation choices becomes the rule, not the exception.