McDonalds
Does McDonald?s offer a model which other businesses should follow At first, most people must have laughed at the idea of a chain of restaurants selling identical products all over the country, but little did they know that the genius idea that they had mocked would go on to revolutionise the business environment of the future. McDonald?s is now the international market leader for fast food, and has been ever since its pioneering first restaurant was launched in San Bernardino, California in 1948. Historical Background The original founders of McDonald?s, and the fast-food concept, were brothers Dick and Mac McDonald. In 1948, they modified their drive-in restaurant, creating the standard for the contemporary fast-food restaurant of modern times. From the introduction of a limited menu of just nine items, and by focusing on efficient production and service, the brothers were able to halve the price of their hamburgers to 15 cents. Ray Kroc, who, at this time was a 52-year-old!
milkshake machine salesman, heard of the brothers? generation of around $350,000 in annual revenues, and instantly became convinced that its concept could work in other cities. Kroc became the first franchisee appointed by the McDonald brothers, and opened his first
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