Have you dreamed of hamburgers and a glass of cold cola? McDonald's Is a world-wide restaurant chain. Ronald McDonald has become one of the favorite children's heroes along with Santa. The US population spends 110 billion dollars a year at McDonald's! Think about it! It's more than cars, education and travel. According to statistics, every 8th resident of the United States worked in this restaurant. And in our country there are no longer those who would not have tried a hamburger and fries.
Clarity and versatility!
The restaurant's menu is limited and unified, adapted to the taste characteristics of residents of any country. Did you know that in Japan you can eat sushi and rolls at McDonald's? Everything here works according to its own standards and laws, there is a well-functioning pipeline. All these innovations were first introduced by McDonald's... At one time they became a revolution! McDonald's success- this is something unique! Businessmen all over the world admire this structure! They developed fast food into what we see today! They even have their own "McDonald's Bible", which explains everything: how to cook, how to serve and communicate with customers.
Where there is no risk, there is no pride in what has been achieved.
Ray Kroc
It all started when, in the 40s of the last century, brothers Mac and Dick McDonald organized their own restaurant in the town of San Bernardino, California. They promoted their creation and received $ 200,000 a year!
But soon everything changed!
The business was ruined by competitors, and there were more and more such restaurants every day. The MacDonald brothers decided to change their institution as soon as possible - they increased the square of the kitchen and conveniently arranged all the equipment.
The restaurant switched to full self-service, and the menu now has not 25, but only 9 dishes: classic hamburger, cheeseburger, three cold drinks, milk, coffee, potato chips and pies. Then french fries and American favorite milk cocktails were added. Instead of simple dishes, they decided to use disposable paper.
Kitchen workshop
Now a conveyor belt worked in the kitchen, and visitors themselves made an order at the counter, and then went hunting at a free table (how familiar it is!). This strategy lowered the price of the hamburger from 30 cents to 15 cents, and the price of other dishes also fell!
Visitors were able to appreciate the new restaurant - low prices and fast service (what else do you need?). It was the progenitor of modern fast food. In the 50s, income McDonald's was already 350,000 dollars a year!
That is, they began to sell twice as much! At rush hour, there are 150 people queuing up at the restaurant! Does it still surprise you?
On the way to success
After such a success, they started talking about the MacDonald brothers, in 1952 they wrote about them in magazines. After reading the articles, they started receiving calls from all over the country. The businessmen simply begged to sell them the right to work according to the new method. This is how it began McDonald's success!
Jackpot!
They started giving permission. After paying a thousand dollars, create your own McDonald's anyone could now. They also received support from experienced restaurant staff.
The first to buy the license was Neil Fox, an Arizona auto restaurant owner. The McDonald's decided to check if there will be an idea with an auto restaurant McDonald's work!
All over the country, white buildings with sloping roofs and bright golden arches began to appear! A new wave of McDonald's swept across America!
This is destiny!
The McDonald's used 8 mixers to make cocktails at once, and supplied them with equipment. Ray Kroc- a talented entrepreneur who changed McDonald’ s by making him what we know him today!
Ray was born in 1902. Like all dreamers, he got a job in the army at the age of 15 using forged documents, and then decided to go into business. He started out selling paper cups. Then a novelty went into action, from which the whole of America went crazy - an apparatus for whipping cocktails.
The miracle of technology had 8 mixers each. The 51-year-old Croc was so fascinated by the devices that he decided to try his luck and bought the distribution license from the inventors. One day Krok received an order for 5 vending machines and he wondered what kind of diner it wanted to make 40 cocktails at the same time ...
And he decided to check everything!
And then one day in 1954 Ray Kroc showed up in San Bernardino at the McDonald brothers' restaurant. When he saw the crowd raking burgers and fries in sacks, he immediately knew that the system would work!
He has been looking for this all his life!
The mixer salesman immediately realized that the lazy brothers needed only scope to succeed. Ray decided to develop and replicate the restaurant. His idea was to sell franchises.
The brothers were not against such a development strategy, and Kroc offered himself to be an agent. Raymond offered the McDonald's to sell the license for $ 950, and also receive payments of 1.9% of the amount for the turnover, while the McDonald's would receive 0.5% each.
Under the new rules
Since 1955 Ray Kroc started selling franchises by opening his own company in Illinois. He worked according to a new improved scheme - now the license was issued not for the state, for each separate restaurant!
The restaurateur still had to prove his compliance with a high standard. McDonald's! Only then was he eligible for a license!
In the same year, Croc sold only 18 licenses, but in the 60s there were already 200 restaurants in the country.
The first point of the agreement is a unified menu. This means that the same hamburger that you may have in your hands now will be received by any client in New York! It will be the same size, there will be the same amount of onions, ketchup and cucumbers. Ray Kroc Until the end of his days, he personally traveled to the most remote eateries and checked compliance with standards! Could you also?
The restaurant chain continued to grow and expand into megacities and small towns. But there were still no large incomes. Restaurants were hugely popular, but Kroc's 1960 net profit was only $ 77,000 and his losses were $ 5.7 million. He realized: in order to grow, he needs to buy out the business!
Time to redeem!
For their cause, the MacDonald brothers demanded $ 2.7 million. Fabulous money! But, if Rei made up his mind, he will go all the way. In 1961, Croc took a mortgage on real estate and became the owner of the company himself. McDonald's Corporation issued shares at $ 22 per unit, and after a couple of weeks, their price doubled. Since 1966, the restaurant's shares have been traded on the New York Stock Exchange! Unheard of!
What is the success of McDonald's?
Strict adherence to the rules of cooking! A detailed description of the preparation has been published since 1958! This was the first McDonald's Bible. It now has 750 pages!
Hamburger is being studied at the university!
Since 1961, the legendary "Hamburger University" founded by Croc has been operating. It is actually a laboratory studying methods of cooking potatoes and meat rolls. All managers are trained and instructed here!
Shall we go to McDonald's?
The company conducted research that showed that in 70 percent of cases, people spontaneously enter their restaurants, so they began to build them in crowded places: near schools, universities, recreation parks, squares.
Crucial moment
It came when an employee of the company Harry Sonneborn proposed to make the basis of the business the lease of land. It was an ingenious decision to buy land and rent it out together with a permit!
So ... What is the benefit?
The benefit was in the price. At the start, the rental price was the same, but with the growth of the business, it increased. Croc and Sonneborn managed to wind up $ 16 million in 10 years!
In 1975, Ray Kroc's fortune was 340 million dollars, but he did not think to stop, as Forbes wrote about him.
Continuation of the triumph
In the 60s, Croc launched a grandiose advertising campaign, which soon grew from a national to an international one! Slogans McDonald's were recognized as some of the best in the 20th century! We all heard: "Everything I love", "Fun and tasty"!
In 1967, the first Canadian restaurant appeared. And in the 70s, the McDonald's began to take over the world. In 1975, the very first unique "MacAuto" grew up in the state of Arizona. And now McDonald's accounts for 50% of the restaurant turnover in the United States.
Since 1968, Fred Turner took over the management of the company. He is the named son of Croc. But Ray himself took an active part in the affairs of restaurants until his death in 1984. In the same year, the company had revenues of $ 10 billion, and they sold 50 billion hamburgers, and 8,300 McDonald's restaurants were built in 36 countries. In 1970, Americans left $ 8 billion at McDonald's. And since 2011, the figure has not dropped below 142 billion per year!
It's just incredible!
Today McDonald's produce and sell a third of all burgers in the United States and a quarter of all fries. In the restaurant McDonald's every 15th US citizen works. And 9 out of 10 American children want to go to a restaurant at least once a month. US residents eat 3 million tons of French fries a year!
McDonald's are considered the largest consumer of food in the world (beef, pork, chicken fillets, potatoes, vegetables). It is these restaurants that take almost 8% of the entire American potato crop.
Almost all restaurant stocks are in free float. The chain has nearly 33,000 restaurants in 113 countries and employs nearly 1.5 million employees. Moreover, their number is growing daily. Corporation McDonald's is considered the second largest fast food organization, second only to Subway. But, how long is it?
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