The McDonalds Brothers
(Brown)
"Richard and Maurice McDonald had left New Hampshire for southern
California at the start of the depression, hoping to find jobs in Hollywood. In 1937 they opened a drive-in restaurant in Pasadena, trying to cash in on the new craze, hiring the carhops and selling mainly hot dogs. A few years later they opened the McDonald Brothers burger bar Drive-In. The new restaurant was located near a high school, employed twenty carhops, and promptly made the brothers rich. By the end of the 1940's, the brothers had grown dissatisfied with the drive-in business. They were tired of constantly looking for new carhops and short-order cooks-who left for higher paying jobs elsewhere. They were tired of replacing the dishes, glassware, and silverware their teenage costumers constantly broke or ripped off. So instead of selling the restaurant they tried something new... the Seedee service system." (Schlosser,1)
California at the start of the depression, hoping to find jobs in Hollywood. In 1937 they opened a drive-in restaurant in Pasadena, trying to cash in on the new craze, hiring the carhops and selling mainly hot dogs. A few years later they opened the McDonald Brothers burger bar Drive-In. The new restaurant was located near a high school, employed twenty carhops, and promptly made the brothers rich. By the end of the 1940's, the brothers had grown dissatisfied with the drive-in business. They were tired of constantly looking for new carhops and short-order cooks-who left for higher paying jobs elsewhere. They were tired of replacing the dishes, glassware, and silverware their teenage costumers constantly broke or ripped off. So instead of selling the restaurant they tried something new... the Seedee service system." (Schlosser,1)
The Ray Kroc Story
"In 1954, a fifty-two-year-old milk-shake machine salesman saw a hamburger stand in San Bernardino, California, and envisioned a massive new industry: fast food. In what should have been his golden years, Raymond Kroc, the founder and builder of McDonald's Corporation, proved himself an industrial pioneer no less capable than Henry Ford. He revolutionized the American restaurant industry by imposing discipline on the production of hamburgers, french fries, and milk shakes. By developing a sophisticated operating and delivery system, he insured that the french fries customers bought in Topeka would be the same as the ones purchased in New York City. Such consistency made McDonald's the brand name that defined American fast food." (Gross)
(SBI)
"In 1954 he was surprised by a huge order for 8 multi-mixers from a restaurant in San Bernardino, California. There he found a small but successful restaurant run by brothers Dick and Mac McDonald, and was stunned by the effectiveness of their operation. They produced a limited menu, concentrating on just a few items—burgers, fries and beverages—which allowed them to focus on quality at every step." (McDonalds)
"Kroc felt sure the McDonald brothers' operation could succeed wildly if it expanded. So the next day, he offered them a proposition. "Why don't you open a series of units like this?" he asked. The brothers demurred. They had already sold franchises in Phoenix and Sacramento for very little money, and had reaped no great benefits. At root, they were indifferent businessmen, satisfied with the $100,000 they earned annually and unwilling to invest the energy to build a chain. But Kroc was a veteran salesman with more that thirty years of experience. Using every ounce of persuasion he could muster, he finally convinced the brothers to cut a deal: Kroc would sell McDonald's franchises for the low price of $950. In exchange, he would keep 1.4 percent of all sales and funnel 0.5 percent back to the brothers." (Gross)
"Ray Kroc wanted to build a restaurant system that would be famous for food of consistently high quality and uniform methods of preparation. He wanted to serve burgers, buns, fries and beverages that tasted just the same in Alaska as they did in Alabama.To achieve this, he chose a unique path: persuading both franchisees and suppliers to buy into his vision, working not for McDonald’s, but for themselves, together with McDonald’s. He promoted the slogan, “In business for yourself, but not by yourself.” His philosophy was based on the simple principle of a 3-legged stool: one leg was McDonald’s, the second, the franchisees, and the third, McDonald’s suppliers. The stool was only as strong as the 3 legs." (McDonalds)
"McDonald’s passion for quality meant that every single ingredient was tested, tasted and perfected to fit the operating system. As restaurants boomed, the massive volume of orders caught the attention of suppliers, who began taking McDonald’s standards as seriously as McDonald’s did. As other quick service restaurants began to follow, McDonald’s high standards rippled through the meat, produce and dairy industries." (McDonalds)
"In 1961, Ray launched a training program, later called Hamburger University, at a new restaurant in Elk Grove Village, Illinois. There, franchisees and operators were trained in the scientific methods of running a successful McDonald’s. Hamburger U also had a research and development laboratory to develop new cooking, freezing, storing and serving methods." (McDonalds)
(Colleges)
Ray Kroc Documentary-McDonalds History
The early Success of Ray Kroc and the McDonalds corporation turns him into a great entrepreneur of the 20th century.
(Ray Kroc Documentary McDonalds History)
“If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.” —Ray Kroc
(Ray Kroc Documentary McDonalds History)
“If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.” —Ray Kroc