McDonald's On-the-Go, only the 3rd built in USA, opens in Rockville (Photos)

The new McDonald's On-the-Go restaurant has opened at 11710 Rockville Pike in Rockville. This is only the third of this new restaurant design concept from the chain to open in the United States, with the first two having been in California and Texas. The emphasis is on takeout, delivery, and - above all else - drive-thru service. There is no indoor dining area of the type that you have come to expect from the Golden Arches, and most other traditional fast food restaurants.

However, as you've seen in my ongoing updates during the construction of the building, there is one table in the small lobby. Customers are apparently allowed to dine indoors at that table on a first-come, first-seated basis, and were doing so last evening. All other patrons were standing, awaiting their orders to be handed out from the pickup window, which replaces the traditional open counter. "Fight for $15" touchscreen kiosks likewise replace the cashiers and cash registers of the past.

The two biggest upgrades for nearby residents with this McDonald's are the addition of a drive-thru (the old McDonald's just down the street did not have a drive-thru), and the fact that the drive-thru will be open 24 hours. A 24-hour McDonald's - or a 24-hour fast food restaurant of any brand - is a rare find in moribund Montgomery County. Speaking of which, the new restaurant's debut is being initially hampered by the County's anti-business sign code, which has steadily removed and banned most of the prominent and legible roadside business signage ubiquitous in the rest of the country. There were only four customers in the lobby last night, and few cars using the drive-thru, suggesting that few people driving past were aware the McDonald's was even there or open. A typical McDonald's has a steady line of cars at the drive-thru, even during off hours. Aside from those establishments who still have grandfathered roadside signage, a large percentage of businesses along the Pike are invisible to all but the most careless rubberneckers driving by. Heckuva job, Brownie!