Continuing a Family Legacy in San Antonio’s McDonald’s Landscape
Veronica Shields-Witter fondly remembers her childhood days spent at the McDonald’s PlayPlace, a childhood second home located at Walters Street and Interstate 35 in San Antonio. This franchise was initially run by her parents, Katherine and Charles Shields, who were trailblazers as the first Black McDonald’s franchisees in the city.
Opening its doors in 1981, the restaurant has undergone several transformations over the years. Shields-Witter recalls her early days, often doing homework in the back of the restaurant while waiting for her parents to complete their shifts. Today, at 42 years of age, she stands as a proud successor, continuing her family’s legacy in the fast-food industry with her own children by her side.
A Family Tradition
In the span of over three decades, the Shields family expanded their McDonald’s undertakings, adding a second restaurant at New Braunfels and Interstate 10. However, the family faced a devastating loss in 1995 when Charles was killed in a car accident. Katherine, with her remarkable resilience, not only raised five children on her own but also opened a third restaurant shortly after her husband’s passing.
“My mom prayed about whether to sell or continue the business. She felt empowered to keep moving forward,” Shields-Witter reflected on her mother’s decision, highlighting the community support that buoyed their efforts during difficult times.
Leading with Purpose
Today, 93% of McDonald’s outlets globally are operated by independent local business owners, with 33% of U.S. franchisees identifying as people of color, and 12% identifying as Black, as of 2023. Although Katherine Shields eventually sold her initial three restaurants, she entrusted the Walters Street location to a reliable friend, Ned Stagg, while Veronica retained ownership of two other locations in Converse and Windcrest. This makes her the only Black female McDonald’s franchise owner in San Antonio.
Katherine and Charles Shields moved to San Antonio in 1980, becoming franchisees at the behest of McDonald’s headquarters. Charles had a background in executive management, while Katherine had been employed at Xerox. Veronica recalls her formative years at the restaurants, noting the strong relationships she and her family built with loyal employees. Long-serving staff members, like Veronica De La Rosa, often express their gratitude to the Shields family for their support in difficult times.
A Lasting Impact
Veronica emphasizes that the legacy left by her father is still very much alive. She discovered stories of his kindness and community service years after his passing, revealing the profound impact he had on many lives during the 1980s and 1990s. As a teenager, Shields-Witter took on responsibilities at the family restaurants, especially as a caretaker for her youngest sibling.
After pursuing an education at Texas Christian University and spending over a decade working for Burlington Northern and Santa Fe Railway, Veronica returned to her San Antonio roots in 2015 to fulfill her calling—continuing the family business.
“I felt a strong pull back to the work I was meant to do,” she shared about her decision to return.
The Next Chapter
After years of hard work, Katherine Shields has retired, transferring several restaurant locations to Veronica. Notably, many community leaders have frequented these restaurants, which served as a vital meeting point for planning events like the annual Martin Luther King Jr. March, one of the largest in the nation.
Ned Stagg, who has become a prominent franchisee himself, operates around 35 locations in San Antonio, including three originally established by the Shields family. His journey to franchise ownership began over two decades ago, ignited by an article in Black Enterprise Magazine that illuminated opportunities for African Americans in franchising.
Stagg expressed his honour in continuing the Shields legacy, embodying the same principles of hard work and community service that define their story.
