Tribute to a Disney Store: vintage store in Montclair, California was site of Mickey’s Kitchen

This round of Disney Store closures includes a variety of veteran locations. Among them is Montclair Place, in Montclair, California, opened in 1990. This was Disney’s 50th store, but also the first location of Mickey’s Kitchen, a fascinating foray into food.

This store remained vintage until the end, with characters dioramas surrounded by pink and green, and a plush pile at the back.

Montclair Place’s Disney Store will close on or before March 23, this Tuesday, one of 40 stores in the United States and Canada saying goodbye.

Disney Store comes to Pomona

Many residents of California’s Pomona Valley associate the city of Montclair with its mall. That’s unsurprising, perhaps, as a 200 store shopping centre really stands out in a community with just under 37 thousand people.

Opening in 1968 as Montclair Plaza, the mall saw many changes over the years, adding a second level in 1986. (In recent years, the mall lost Sears and Nordstrom, leaving Macy’s and JCPenney as anchors.) But beyond the renovation, it was the area’s family-heavy demographics that attracted Disney to pilot the Mickey’s Kitchen format, at San Bernadino County’s first location of their store.

Tommy Li, “There is more to Montclair than the Plaza, mayor says”, Progress Cities feature. Sun, Mar 4, 1990 – Page 118 · The San Bernardino County Sun (San Bernardino, California) · Newspapers.com

The store opened April 21, 1990. “Coming here just cheers you up,” remarked the mall’s marketing manager.

Mickey’s Kitchen: “Coming here just cheers you up”

“The Disney Restaurant” was announced during the company’s 1987 annual general meeting. Executives promised 150 locations within the first two years. The Disney Store was selling $800 of merchandise per square foot, annually, double what the average retailer could move, so why wouldn’t they rock the restaurant world, too?

Disney was tight-lipped about its restaurant, refusing to comment on its plans. But by March, they had signs at Montclair reading:

We’re seeking energetic, dependable people to work in the Disney Restaurant. The Disney Restaurant will be an exciting new concept in a fun setting and will be opening in Montclair Plaza in April.

The Associated Press wrote:

Disney says it hopes store customers won’t be able to resist stopping for a quick bite to eat or a drink at the soda fountain next door. Disney Stores range from 3,000 to 5,000 square feet; the new connected store and restaurant will be about 12,000 square feet, with seating for about 150 at the counter and tables.

While the restaurant logo featured Mickey with a burger and shake, the company promised to promote healthier options than stereotypical fast food joint. Goofy Burgers had lean beef, while Mickey Burgers were vegetarian. Fruit drinks were on tap, and they offered Pinocchio Pizza, Lady and the Tramp spaghetti, Piglet Corkscrew Fries, Supercalifragi-Chicken Salad, and Salads in Wonderland. The magazine Vegetarian Times praised its variety, saying “when you wish upon a star, your dreams come true.”

Laurie Ochoa, “Dining With Disneyana at Mickey’s Kitchen”. Fri, May 4, 1990 – Page 347 · The Los Angeles Times (Los Angeles, California) · Newspapers.com

Unforunately, the wind left the company’s sails quickly. By the summer, a Disney spokesman told the Vegetarian Times that “there are ‘no real plans to open more’ restaurants.” The store closed in 1992.

But interviewed by the Associated Press in 1994, CEO Michael Eisner “still hopes to revive it without tinkering too much with the premise, lower-calorie offerings than your typical burger or taco joint.”

 

 

Vintage to the end

While most Disney Stores were renovated over the years, Montclair Place’s Disney Store kept its vintage look. Wonderful for nostalgia, but a harbinger that sales were likely underwhelming at the location. Most retailers renovate every decade, so a 31-year-old design is a hint that the company was overlooking this store.

But business realities aside, how cool is it? Just as neat as you remembered. It’s particularly poignant to see it go.

Photos posted on Facebook show the store largely empty, now, with only a few items still on offer.

 

Sources

Dave McNary (United Press International), “Disney to Open Restaurant in Southland Mall”, The Los Angeles Times, 31 March 1990. E. Scott Reckard (Associated Press), “Disney stepping into kitchen: Entertainment empire opening restaurant”, News-Press (Fort Myers, Florida), 5 April 1990. Gannett News Service, “Disney restaurant tested in California“, Journal and Courier (Lafeyette, Indiana), 6 May 1990. E. Scott Reckard (Associated Press), “Disney aims to cook up more fast-food places”, The San Bernardino County Sun, 18 July 1990. Carol Wiley, “When you wish upon a star…”, Vegetarian Times, August 1990. Kathie Jenkins, “Theme Food”, The Los Angeles Times, 5 August 1990. Charles Perry, “News Bites”, The Los Angeles Times, 4 April 1991. E. Scott Reckard (Associated Press), “Disney tests adult-oriented stores in — where else? — California”, Ukiah Daily Journal (Ukiah, California), 18 November 1994.