JF Ptak Science Books Post 1376
The Borden Company--at one time the largest producer of dairy products in the U.S.-- published the little pamphlet (Modernization Handbook) from which these pictures below are taken. Published in 1945, this slim work was meant to entice owners of luncheonettes and pharmacy/soda shops to upgrade their businesses, so that they could sell more product, so that they could buy more supplies from Borden. Borden wasn't offering financing, just supply-side friendly advice to the folks selling their goods.
A large amount of this "modernization" had to do with swivel chairs/stools, chairs around a long lunch counter that stood to serve the maximum number of people in a small space in the minimum amount of time, all while giving the patron a maximum visual field to the other stuff for sale in the establishment.
I've got to say that there is a long simple elegance to this--sitting at a table within sight of the person cooking your meal, check-to-jowl with probably-unknown fellow diners, getting your food quickly and probably freshly and with minimum fuss. There is definitely pleasantness seeing your food prepared before you, a better type of fast food, far removed to a comparatively superior land when compared to dealing with simple human interfacers between customer and the Conglomerate Cook of the modern fast-food behemoths.
Of course this was all about sales for Borden, and that's fine, especially when the end result of the money-making idea produces the ultra-sweet highly anticipated sound of your plate sliding arorss the linoleum countertop. Don't forget your napkin.