I will answer these questions.
The road to business success learned from McDonald’s founder “Lake Krock”
Ray Kroc, the founder of McDonald’s, has been handed down as one of the successful people. In January 2017, the movie “Founder’s Secret of His Hamburger Empire” about McDonald’s founder Ray Kroc was released in theaters in the United States.
His dark side was made into a movie that highlighted his dark side, and as soon as it was released, it was widely covered by the media in each country, causing controversy. Did Ray Kroc steal McDonald’s from the McDonald brothers? ?
This article summarizes the story of Mr. Ray Kroc, the founder of “McDonald’s”, who built the “hamburger empire”, overcoming various difficulties and adversities.
・McDonald Brothers Hamburger Shop
・Franchises that are not reproducible
・Ray Kroc’s decisions and actions
Ray Kroc was born in Oak Park, a suburb of Chicago, in 1902 to a family of Czech immigrants. When the United States entered World War I, the 15-year-old dropped out of high school and lied about his age to enlist in the Red Cross. He wants to go to Europe as an ambulance driver.
However, just before the end of his training, the First World War came to an end. After that, he worked as a piano player, a paper cup salesman and a mixer salesman.
By the way, the movie “Founder: The Secret of the Hamburger Empire” begins with going to the San Bernardino restaurant where the Californian McDonald brothers are located.
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hamburger shop at the time
At that time, hamburger shops other than McDonald’s were like drive-in restaurants with girls wearing roller skates, so when the car was parked, they would go there and take orders.
The roller skating girl puts a table like an “Obon” on her hand and serves hamburgers and drinks on this table. This “Obon” was an excellent item that can be used as a table by attaching it to the window of the car.
However, if you read this far, it may sound cool, but in reality, it takes about 30 minutes from the time you order until the hamburger arrives, and mistakes are often made. The women who work at the store live on tips, so it wasn’t a very pleasant place to ask for tips.
At that time, Americans had no choice but to use such drive-ins when traveling by car. Yankee brothers are always hanging out at such drive-ins all the time, smoking cigarettes, drinking alcohol, wooing female clerks, and sometimes doing illegal drugs, making the drive-in dirty. It was a place where young people surrounded the store.
Families went because they had no choice but to go. After waiting for a long, long time, it took about 30 minutes to finally get my order, and in the end, I ate a dry hamburger.
McDonald Brothers Hamburger Shop
マクドナルド兄弟が 米カリフォルニア州サンバーナディーノに開店したマクドナルドの1号店。(1948年)@retoro_mode pic.twitter.com/QMEsvwF2X8
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When Ray Kroc went to the McDonald brothers’ hamburger shop for the first time, it was extremely clean and the entire shop was covered with glass so he could see the entire kitchen. Also, not a single piece of trash or cigarettes was found.
Until then, hamburger shops had completely hidden the kitchen, but the kitchen was completely visible, and all the staff were moving beautifully as if they were dancing, and there was a very long queue.
Also, when I was surprised, the person in front of me said, “It’s right now!” came, and the clerk asked me with a smile, “What should I do?”
Until now, it’s been 30 minutes since I ordered, but it came out the moment I ordered it, so I thought, “What’s going on?” comes to the stock, but since it is taken more and more from the moment it arrives, a really freshly made hamburger comes out the moment you order.
Hamburger shop paper tricks
“Oh! Are there any tables, knives, or plates?” The clerk said, “The hamburgers and fries are wrapped in paper, so please eat them as they are!” “What do you mean?” The clerk said, “You don’t need that plate. It’s wrapped in paper, so eat from there. When you’re done eating, there’s a trash can over there, so please throw the paper away!”
It was a time when no one could have imagined such a store.
I think it’s natural at the McDonald’s brothers’ store. The paper bag contains a hamburger wrapped in paper, and the fries are also inside the paper bag. The present age is similar.
It was the McDonald brothers who came up with this revolutionary system.
Ray Kroc thought, “If it’s this, it certainly won’t produce garbage! It’s amazing!” And thought, “I want to do business with these guys!”
Ray Kroc said, “Please, let’s have dinner together once!” I hear stories like the making of this store.
Trial and error of the McDonald brothers
Originally, when my younger brother came up with the idea, he was doing other business at first, but it didn’t go well, so he opened a hamburger shop. rice field.
First of all, when the tennis court is not in use, chalk and all the clerks will come, and if you roughly arrange the kitchen on the tennis court with chalk, you will place clerks in each place, such as grilling hamburgers here and ketchup here. I put it on… I made it like sandwiching it here. (Everyone makes a virtual air hamburger and follows the real thing)
“Yes! Everyone! Move with it!”
“No! No! No!”
Hearing that, Ray Kroc was so moved that he asked, “Let me do a franchise!” But when Brother MacDonald heard the story, he answered with a very grumpy look on his face.
He said, “Actually, we’ve already done it. We’ve already opened seven stores in California.”
Franchise not repeatable
However, the McDonald brothers say, ‘How was it?’
“When we brothers go to work every day, throw away the trash every day, and clean up the trash every day, and he makes a fuss about it, the quality is finally maintained.
For example, McDonald’s hamburgers are made precisely. Bread patties should only be topped with ketchup, mustard and finely chopped onions, and two pieces of pickles. I can’t do the simple thing of keeping this, so there were 7 houses, but they weren’t doing well. This brother spoke awkwardly.
When Ray Kroc heard that, he said, “I can do it!” ” I begged.
Ray Kroc’s idea was that he wanted to run a hamburger shop, but at the same time, he thought that milkshakes would sell like hot cakes and that he could sell his electric multi-mixer too!
Unable to achieve reproducibility due to contractual obligations
Ray Kroc opened seven restaurants in one month, but like the McDonald brothers, he went to work every day, threw out the garbage every day, and cleaned the garbage every day. Like the McDonald brothers’ alter ego, I visited all the stores and worked exhausted.
However, even if we changed the layout of the store even a little, or changed the method to suit the local situation, we were bound by the contract and could not improve anything. The McDonald brothers wanted to expand their chain and increase their income, but they were very reluctant to change their ways.
The keyword here for expanding the franchise and increasing sales is this “reproducibility”.
As I wrote in a related article, the secret to the success of Yoshinoya’s gyudon is reproducibility.
Ray Kroc’s decision
Ray Kroc said, “It’s like this in the field,” and “It’s like this because the climate in America is different depending on the city!”
Whether it’s building an additional store or something like that, you have to follow the contract one by one. Ray Kroc was forced into bankruptcy from such a situation. However, the McDonald brothers called from Ray Kroc and said, “I’m going bankrupt at this rate!” I took the contract as a shield and treated it coldly.
Ray Kroc cuts off and says, ‘Well, if you guys say contracts…’
So they’re going to take over the whole McDonald’s business, the whole store, and even the McDonald’s name!
But I’ll leave it up to the reader to decide if Ray Kroc has taken over McDonald’s.
If it had been the way the McDonald’s brothers did it, maybe the hamburger wouldn’t have spread all over the world yet, because even seven local restaurants wouldn’t have succeeded.
Thanks to Ray Kroc’s rapid implementation of this across the United States, the system of paper-wrapped hamburgers and drive-ins all over the United States where everyone waited 30 minutes for dry hamburgers dramatically changed. It has improved and now you can eat McDonald’s hamburgers and fries anywhere in the world.
Without looking at the merit part, naive people say they were duped (in fact, they weren’t, the McDonald brothers received $1.35 million from Ray Kroc).
In fact, the success of McDonald’s is the deliciousness of the potatoes!
Thank you for reading to the end.