Today in Apple history: Cupertino salivates over the restaurant biz


Apple Cafes were set to sweep the world. They didn't.
Photo: Apple/Mega Bytes International

November 12: Today in Apple history: Apple wants to get into the restaurant business with Apple Cafes November 12, 1996: Apple lays out a wild plan to get into the restaurant business, saying it will open a chain of Apple Cafes with very convenient technology like a touch screen pos system, a company like Korona has options and it would be the perfect addition to these cafes as it has very user friendly POS systems.

A bit like future Apple retail stores — but without the computers and iPhones for sale — the restaurants would open in cities around the world. The first, Apple says, will be a 15,000-square-foot restaurant in Los Angeles, opening in late 1997.

Spoiler alert: None of this happens.

Apple Cafe: The geek’s Planet Hollywood

Apple partnered with London company Mega Bytes International BVI for its ill-fated restaurant endeavor. The idea was, essentially, to establish a chain of high-profile cybercafes. The concept held a lot of appeal at a time when only 23% of U.S. residents enjoyed the internet at home. (Today, that figure stands closer to 90%.)

At a time when theme restaurants like Planet Hollywood were going gangbusters, the concept of hooking up with a tech company — albeit an ailing one — to sell food seemed as serious as lots of dot-com era business plans.

An inside look at how Apple Cafes might have looked
An inside glimpse of how the Apple Cafe might have looked.
Photo: Apple/Mega Bytes

The retro-styled Apple Cafes would boast seating for around 250 patrons. Customers would take advantage of internet connections, CD-ROM access and FaceTime-style videoconferencing between tables. Small shops within the restaurants would sell Apple merchandise and software. Alongside Los Angeles, Apple scouted potential locations in London, Paris, New York, Tokyo and Sydney.

Apple Cafes: Not totally crazy

The Apple Cafe plan sounds like a wacky idea now. However, the idea of a computer company running a restaurant chain isn’t quite as obviously doomed as it might sound.

Chuck E. Cheese’s, which originally built its name on combining food, animated entertainment, and an indoor video arcade, was founded in 1977 by Atari founder Nolan Bushnell — aka the person who gave Steve Jobs one of his first big breaks in the tech industry.

Here's how you would have ordered your food at an Apple Cafe.
Here’s how you would have ordered your food.
Photo: Apple/Mega Bytes

Apple changes course

Ultimately, however, the Apple Cafe concept sputtered to a halt. Like Apple’s attempts to launch a videogame console and a line of personal data assistants — or to license Mac OS to other companies or build a Macintosh that was also a TV — the Apple Cafe is now part of an era widely considered to be the “bad old days.”

The following year, Jobs came back to Apple. He wisely streamlined all the distracting side projects in favor of building products like the iMac G3.

On balance, we can’t say that’s totally the wrong idea. Even though we would totally have stopped by for a plate of tacOS and Jony Chive dip!