Ray Kroc was a salesman in the 1950s who saw potential in the Multi-Mixer Milkshake Makers being used by the McDonald brothers' small-scale restaurants. After the success of the milkshake makers, the McDonald brothers allowed Kroc to license their restaurant concept as franchises. Kroc opened a very successful franchise location in Illinois and eventually purchased the exclusive rights to the McDonald's name from the brothers in 1961. He established standard operating procedures focusing on quality, service, cleanliness and value. By emphasizing efficiency and consistency through techniques like the assembly line and strict rules regarding food holding times, Kroc grew McDonald's into the largest restaurant company in the world by the late 1960s.
ICT Role in 21st Century Education & its Challenges.pptx
Ray Krocpowerpoint
1.
2. Early Ambition
Salesman for Lily-Tulip
paper cup company after
WWI, learned about low-
price American food
service market and
changing American
culture
Saw potential in Multi-
Mixer Milkshake Makers,
met McDonald’s brothers
in early 1950s (at the time
only half a dozen small-
scale McDonald’s
restaurants)
3. Gaining Control With Franchises
After success with milkshake makers,
McDonald’s brothers allowed Kroc right to
license their restaurant as franchises (aspiring
managers paid franchise fee to Kroc, share went to
McDonald’s brothers)
Opened very successful restaurant in Des Plaines,
Illinois
McDonald’s brothers reluctant to make restaurant
popular chain; Kroc thought it had promise,
purchased exclusive rights from brothers in 1961
4. “Krocian” Values
“Q.S.V.C” motto (Quality,
Service, Cleanliness,
Value)
Burger Assembly Line:
efficiency!
Standardization (same Big
Mac in New York and
Tokyo)
5. Biggest, Most Ironic Value
Kroc dedicated himself to CLEANLINESS
Burgers disposed when 10 minutes old; French
fries when 7 minutes old; coffee when 30 minutes
old
Kroc himself trained franchise owner at
“Hamburger University” in Elk Grove, Illinois to
assure they stuck to his desired method of food
production and restaurant maintenance
Far from what McDonald’s public image is today
6. Making It Big
By 1962 (one year of
ownership), total sales
at McDonald’s
restaurants $76 million
By 1965, McDonald’s
franchised in over
dozen countries
By 1968, McDonald’s
largest restaurant
company in world
7. Kroc Legacy
Turned small-scale fast food joint from San
Bernardino, California to most productive
food 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
8. 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.
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