Early Ambition Salesman for Lily-Tulip

paper cup company afterWWI, learned about low-price American foodservice market andchanging Americanculture

Saw potential in Multi-Mixer Milkshake Makers,met McDonald’s brothersin early 1950s (at the timeonly half a dozen small-scale McDonald’srestaurants)

Gaining Control With Franchises

After success with milkshake makers,McDonald’s brothers allowed Kroc right tolicense their restaurant as franchises (aspiringmanagers paid franchise fee to Kroc, share went toMcDonald’s brothers)

Opened very successful restaurant in Des Plaines,Illinois

McDonald’s brothers reluctant to make restaurantpopular chain; Kroc thought it had promise,purchased exclusive rights from brothers in 1961

“Krocian” Values

“Q.S.V.C” motto (Quality,Service, Cleanliness,Value)

Burger Assembly Line:efficiency!

Standardization (same BigMac in New York andTokyo)

Biggest, Most Ironic Value

Kroc dedicated himself to CLEANLINESS Burgers disposed when 10 minutes old; French

fries when 7 minutes old; coffee when 30 minutesold

Kroc himself trained franchise owner at“Hamburger University” in Elk Grove, Illinois toassure they stuck to his desired method of foodproduction and restaurant maintenance

Far from what McDonald’s public image is today

Making It Big

By 1962 (one year ofownership), total salesat McDonald’srestaurants $76 million

By 1965, McDonald’sfranchised in overdozen countries

By 1968, McDonald’slargest restaurantcompany in world

Kroc Legacy

Turned small-scale fast food joint from SanBernardino, California to most productivefood empire in world

Made $500 million fortune during lifetime(owner of San Diego Padres for 5 years)

Died in 1979, ironically from heart ailment In Time 100’s most important people in the

world of the 20th century

Works Cited Babwin, Don. “50 Years Later, McDonald’s Influence Felt.” SIRS.

Associated Press, 13 Apr. 2005. Web. 21 Sept. 2009. Boas, Max and Steve Chain. “Ray Kroc.” eLibrary. 1 Jan. 1976. Web.

21 Sept. 2009. Foner, Eric and John A. Garraty. “Kroc, Ray.” SIRS. Houghton

Mifflin, 1 Dec. 1991. Web. 21 Sept. 2009. Pepin, Jacques. “Ray Kroc.” The Time 100. 7 Dec. 1998. Web. 21

Sept. 2009. http://www.mynews.in/News/dailyimage/news/mcdonalds-going-

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