Norman, Ok - 28 May, 2006 -

After 21 years of nourishing Norman and substantially improving the community, Charlie and Monte Altom are retiring. The popular couple, long-time residents here, will sell their Norman McDonald's restaurant franchise to the McDonald's Corporation. "They want this market," Charlie said. Although Norman will become a McDonald's "company town," the Altoms say the situation will continue to improve for employees and "guests" of seven McDonald's restaurants they have owned and expanded or built in Norman. "We're serious about our people," Charlie said. "The company has hired all our employees. They won't miss a beat." New priorities ahead But Charlie said he is at a time in his life "to do something more for people than what we've done with McDonald's." Among those due more of his attention are Norman's seniors, many of them neglected and forgotten in the waning years of life. And he wants to spend more time "gone fishing" with his two small granddaughters. Monte Altom, who has had a critical role in the success of the Norman enterprise, said she, too, will have more time for the family and three Bouvier des Flander dogs, remarkable animals the Altoms have grown to cherish. "We're fortunate McDonald's has given us the opportunity to enjoy other things while we're young enough," she said. Charlie, who was in staff positions with the McDonald's Corporation for 14 years, was Denver regional manager when he was given the option of buying any available McDonald's franchise in the country. A native of Ardmore and an avid OU fan, Charlie said the choice was clear. But he said he knew his was only half the decision. "Monte and I jointly decided on buying Norman's three existing McDonald's," he said. Growth continuous The Altoms and their two sons, Chris and Chuck, moved to Norman in August, 1985. Monte, an accountant, became the "chief financial officer" and Charlie managed all store operations. Later Chris's wife, Madelin, joined the team to assist Monte. Chris, an OU graduate, now is a vice president with Stillwater National Bank in Oklahoma City. Over the years the Altoms have steadily invested in stores and improved the quality of the McDonald's menu, service and surroundings. That has resulted in tremendous increases in repeat customers. Today the seven Norman McDonald's serve more than 200,000 meals a month. In 1985 McDonald's restaurants were at 12th Avenue and Alameda Street, 1212 W. Lindsey St. and 623 N. Porter Ave. About a year ago the Alameda location was completely rebuilt and re-equipped. A "PlayPlace" indoor playground was added. In 1996 the Porter Street store was sold and replaced with a new one on the northwest corner of Porter and Robinson. In 2000 the West Lindsey store gave way to a new freestanding McDonald's in Hollywood Shopping Center. West Main store a hit The Altoms' first step to expand the business came in 1988 when they opened the first McDonald's serving the booming west side. It was built across Main Street from Sooner Fashion Mall. That was before the big power center and other commercial development along what is now Ed Noble Parkway, south of West Main. "Back then it was pretty lonely out there," Charlie said. Groundbreaking for the West Main store was attended by Mayor Dick Reynolds, former state legislator Clarence Warner (then president of the Norman Chamber of Commerce) and other officials. It was said the new store was "part of a mini economic boom" in Norman far from what the Altoms saw when they arrived in 1985. Then, Oklahoma City's Penn Square Bank, a heavy speculator in real estate and oil, collapsed and took four of Norman's five banks with it. "When we moved here the oil bust was in full bloom," Charlie said. "Banks were going down and OU enrollment was way low." Today, he said, "OU is bigger and more beautiful than ever, Norman's population has surged and there's been a ton of new businesses to keep up with the change in demographics. Norman's become a big town, but still with the small town feel." Customers win big In 1990 the West Main Street McDonald's proved a gold mine for two lucky customers. In June of that year, a Washington woman was one of only four McDonald's patrons in the U.S. to win $100,000 in the restaurant chain's "Dick Tracy Crimestoppers" sweepstakes. In October, a Norman woman again was among only four in the country to win $1 million in McDonald's "McMillions on NBC" game. Both women won with tokens received from the westside McDonald's. A spokesperson at corporate McDonald's said the odds for winning the contests were 90 million to one. The Norman franchise continued expansion in 2000 when the Altoms opened McDonald's outlets in Norman's two Wal-Mart SuperCenters. In 2004 they opened the large, upscale McDonald's at Classen and SH 9, the first with double drive up lanes. A new McDonald's store can cost $1 million to build and equip, Charlie said. Renovation and rebuilding can cost as much as $500,000. There have been many internal improvements, as well. What ‘guests' want Charlie said the company "totally revamped cooking procedures, food safety and production. McDonald's has been around for about 45 years but it's still a young company, always testing new products and procedures." New sandwiches, salads and breakfast items have been added to serve a growing number of health-conscious customers. But some old standbys have remained, such as the Big Mac monster hamburger and the famous french fries. And there has been overwhelming response to the new McGriddles breakfast sandwich criticized by health and nutrition experts. Like most businesses, McDonald's gives customers what they want. Coffee has been a major initiative for McDonald's, no doubt in response to losing market share to chains like Starbucks. "There were almost 100 different blends in U.S. McDonald's stores," Charlie said. "McDonald's did three years of testing. Now we have one blend throughout and one vendor instead of 50. We changed the brewing equipment and switched to a more enriched dairy creamer. We even improved coffee cups and lids to make them more user-friendly." Sustaining Norman Altruism can take many forms. The Altoms converted Big Macs and Quarter Pounders to funds that benefited many worthy causes in Norman. The Norman McDonald's stores have contributed profits to events like church fundraisers, school PTAs and "Teachers Night," when Norman teachers serve McDonald's fare to students and parents. Through Rotary Club participation, the Altoms have supported Independent Living Services for Youth (ILSY), a Norman United Way organization providing homes for high school students forced to live on their own. Through the years the Altoms also have been active in Norman Chamber of Commerce programs. Aid in worst of times They also rendered aid under more somber circumstances tragedies like the Murrah Building bombing in Oklahoma City and the destruction wrought by two tornadoes, only four years apart, that tore nearly the same path through Central Oklahoma. Norman McDonald's employees were there to feed hungry public safety workers and volunteers. In 1992, the Altom family suffered a tragedy of their own when a traffic accident claimed the life of Chuck Altom, then 17. "The community, churches and schools came together to really save us," Monte said. "We want to thank everybody in Norman, especially those who helped us in the 14 years since Chuck's death." The Altoms say they also are grateful for the many faithful, productive employees who have kept the enterprise alive and prospering. They said many have chosen to grow with McDonald's. Promising horizon "One of them, Kendra Martin, is the manager of this, our newest store," Charlie said. "Kendra went to work for us at age 16," Monte said. "She got a degree in education and psychology from OU, but she stayed with us. She's now married and has a child. We've had the pleasure of watching her grow up." Charlie, who has taught classes for seniors at Rivermont and Arbor House, said he soon will have the time to minister to seniors at Crosspointe Church. He is planning a trip to Canada to fish for pike and walleye, but he says the best fishing trips are with his granddaughter, 5-year-old Madison. "We have a cottage at Lake of the Arbuckles," Charlie said. "We go out on a paddle boat and Madison catches fish. She squeals when she gets one." Midnight Wednesday is the moment the Altoms officially transfer the Norman franchise to McDonald's Corporation. Afterward, they say, they will be going nowhere. "We're not ready to leave Norman," Charlie said. "We'd rather stay where we have roots."

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