In a small town called San Bernardino, Chicago, 55 miles east of Los Angeles. The city is the one used Raymond Kroc, the founder and builder of McDonald, AOS Corporation, Kroc has proven itself as a pioneer of the fast food industry (fast food) the most powerful and best selling in the world. Raymond Kroc was a former milk shake machine salesman who was then 52 years old. Raymond Kroc made the businessmen amazed because of its success to the restaurant a dull industrial revolution became a global industry. Industry was carrying has roots and is able to defeat the steel industry in the United States.
In about 1974, the stock market value of the industry managed to rise sharply Americ Fast Food fast. facts show that the burger has become the industry product that is almost as important as the steel sheet. At that time the development of industrial complexes and buildings McDonald, AOS is growing rapidly in many places in the United States. In 1970 this business has been able to achieve a turnover of approximately U.S. $ 12 billion. This is an extraordinary achievement is the most precious gift on the anniversary of Kroc 70th, before he died in January 1984 at the age of 81 years.
OWNER NOT ACTUALLY EARLY Kroc McDonald, AOS
Raymond Kroc actually not the original owner of the Mcdonald, AOS. The restaurant was first established in San Bernardino was originally owned by two brothers Maurice and Richard McDonald McDonald. Under their management the business of McDonald, AOS was less developed.
In the 1930′s, the McDonald brothers had actually managed to build a McDonald’s restaurant, fast food restaurants AOS into a modern and efficient. In that year there were nine types of food, among others: burgers, fries, milk shakes and pies, AI replacing conventional seat and a glass or porcelain plates change into paper. And they are also designing an assembly line so that the flash is able to serve the customer orders of less than 60 seconds.
Kroc had seen, if the system is working like that, if expanded to deliver McDonald, AOS be great. , But why you do not expand the series of such units?, Äù asked Kroc on donald brothers.
Kroc Donald brothers did not listen. They claimed to have sold franchises in Phoenix and Sacramento at cheap prices, but not much payoff.
Kroc who has long been a salesman for 30 years finally called Donald brothers that are willing to establish cooperation with the franchise. And this time it worked persuasion. Kroc was given the opportunity to buy franchise McDonalds, AOS with a price of U.S. $ 950. As compensation, he received 1.4% of the sale. Maybe this is the reward was minimal, but accepted also by Kroc by various considerations.
On 15 April 1955 Kroc began building the chain’s first restaurant in Des Plaines, Illinois. Standardization of quality starts he applied. Pieces of beef gilingnya must have a fat 19%, weight 1.6 ounces and the diameter of 3.875 inches. This standard can not be changed. Although it has many rivals, such as A & W, Dairy Queen, Tastee-reez and Burger King. But in the eyes of Kroc, they are not good because good franchisor franchisee blackmailing her.
With its built franchis, as well as assistance to the businessmen who worked with him Franchi also successful. Three years later, Kroc eventually managed to sell 79 franchises, mostly to friends of his golf at Rolling Green Golf. Due to a less favorable outcome, efforts Kroc eventually threatened with bankruptcy. In 1961, he decided to borrow money of U.S. $ 2.7 million to purchase the entire ownership of McDonalds. The loan is in keel in installments every month from the sales of McDonald, 1%.
And his courage in taking a greater responsibility that ultimately made Kroc is remembered to this day. He was not only able to deliver McDonald, AOS go-international, but also making it as a symbol of American culture.