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Nekdanji izvršni direktor McDonald's se pridružuje Vegan Startup

Nekdanji izvršni direktor McDonald's se pridružuje Vegan Startup



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Don Thompson, odstavljeni nekdanji izvršni direktor McDonald'sa, se je pridružil svetu svetovalcev v podjetju Beyond Meat, veganskem "burgerju"

Od velikih Mac -ov do posmehovanja mesa je Don Thompson precej prestopil.

V začetku leta 2015 se je McDonald's odločil, da si bo po več kot enem letu zniževanja dobička z novim generalnim direktorjem omogočil nov začetek. Od takrat so Zlati loki menije nadgrajevali z »obrtniškimi«, prilagodljivimi hamburgerji in oboževalce hitre hrane prižgali s celodnevnim zajtrkom. odstavljeni generalni direktor Don Thompson? Očitno se je njegova kariera precej obrnila, saj se je nekdanji vodja hitre prehrane pridružil svetu svetovalcev pri veganskem burgerju Beyond Meat.

Čeprav je bil Thompson le tri leta izvršni direktor McDonald'sa, je v podjetju delal 25 let, zdaj pa bo svoje znanje prenesel v podjetje Beyond Meat, podjetje, katerega ustanovitelji in stranke najverjetneje ne stopijo v McDonald's. Ko je Thompson odšel, je podpisal klavzulo o nekonkurenci, a kot kaže, McDonald's ne upošteva veganske burgerje, po poročanju Associated Press.

Onkraj mesa je le eno izmed številnih priljubljenih podjetij za "lažno meso", specializirano za pridobivanje okusov rastlinskih beljakovin po mesu, ki je privlačno tako za mesojede živali kot za trdne vegane.

"Veselimo se sodelovanja z Donom, da bi naše rastlinsko meso prinesli potrošnikom v ZDA in v tujini," je v izjavi dejal ustanovitelj in izvršni direktor Beyond Meat Ethan Brown.


Ustanovila sta Richard in Maurice McDonald Edit

Družina McDonald se je v poznih tridesetih letih prejšnjega stoletja preselila iz Manchestera v New Hampshireu v Hollywood v Kaliforniji, kjer sta brata Richard in Maurice McDonald ("Dick" in "Mac") začela delati kot snemalci in mojstri v studiih Motion-Picture. [1] Leta 1937 je njihov oče Patrick McDonald odprl "The Airdrome", stojnico s hrano, na Huntington Driveu (Route 66) v bližini letališča Monrovia v okrožju Los Angeles v mestu Monrovia v Kaliforniji [2]

Oktobra 1948, potem ko sta brata McDonald spoznala, da večino njihovega dobička prinaša prodaja hamburgerjev, sta svoj uspešen vstop v delavnico zaprla, da bi vzpostavila racionaliziran sistem s preprostim menijem, ki je bil sestavljen samo iz hamburgerjev, cheeseburgerjev, čipsa, kave, brezalkoholne pijače in jabolčna pita. [3]

Aprila 1952 sta se brata odločila, da za dosego dveh ciljev potrebujejo povsem novo stavbo: nadaljnjo izboljšanje učinkovitosti in privlačnejši videz. Zbrali so priporočila za arhitekta in intervjuvali vsaj štiri, na koncu pa izbrali Stanleyja Clarka Mestona, arhitekta, ki je prakticiral v bližnji Fontani. [1] Brata in Meston sta tesno sodelovala pri oblikovanju svoje nove stavbe. Dosegli so dodatno učinkovitost, ki so jo potrebovali, tako da so med drugim na teniškem igrišču za hišo McDonald (z Mestonovim pomočnikom Charlesom Fishom) s kredo narisali dejanske meritve vsakega kosa opreme. [4] Zasnova nove restavracije je dosegla visoko stopnjo opaznosti zaradi bleščečih površin rdeče in bele keramične ploščice, nerjavečega jekla, svetlo obarvane pločevine ter stekla, ki utripa rdeče, bele, rumene in zelene neonske ter dveh 25 čevljev rumene barve pločevinasti loki, obrezani v neonu, imenovani "zlati loki" že v fazi projektiranja. Tretji, manjši ločni znak ob cesti je gostil puhastega lika v kuharskem klobuku, znanega kot Speedee, ki je korakal po vrhu, okrašen v animirani neon. Nadaljnje tržne tehnike so bile uvedene za spremembo McDonald'sa iz sedeče restavracije v verigo hitre hrane. Uporabljali so stvari, kot je izklop ogrevanja, da preprečijo ljudem, ki bi radi ostali tako dolgo, fiksne in nagnjene sedeže, tako da bi stranka sedela nad hrano, kar jim je omogočilo hitrejšo prehrano in razširila sedeže narazen, da bi bili manj družaben kraj za kosilo. in svojim strankam podarili skodelice v obliki stožca, ki jih prisilijo, da med jedjo zadržijo pijačo, kar bi pospešilo proces prehranjevanja. [1]

Konec leta 1953 sta brata začela iskati le franšizojemalce, ki so imeli le upodobitev Mestonove zasnove. [1] Njihov prvi imetnik franšize je bil Neil Fox, distributer za General Petroleum Corporation. Foxovo stojalo, prvo z Mestonovimi zlatimi loki, se je odprlo maja 1953 na Central Avenue in Indian School Road v Phoenixu v Arizoni. Njihov drugi dajalec franšize je bila ekipa Foxovega šogora Rogerja Williamsa in Burdette "Bud" Landon, ki sta oba delala tudi za General Petroleum. Williams in Landon sta svojo stojnico odprla 18. avgusta 1953 na 10207 Lakewood Boulevard v Downeyju v Kaliforniji. Stojalo Downey je najstarejša ohranjena restavracija McDonald's. [5]

Ray Kroc se pridruži podjetju in razširi franšizno dejavnost Edit

Leta 1954 je Ray Kroc, prodajalec aparatov za milkshake znamke Multimixer znamke Castle Castle, izvedel, da sta brata McDonald v svoji restavraciji San Bernardino uporabljala osem njegovih strojev. Njegova radovednost se je razburila in odšel je pogledat restavracijo. Pridružil se mu je dober prijatelj Charles Lewis, ki je Krocu predlagal več izboljšav recepta za hamburgerje McDonald's. Na tej točki sta imela brata McDonald šest franšiznih lokacij. [6]

Verjamejoč, da je formula McDonald's vstopnica za uspeh, je Kroc predlagal, da franšizirajo svoje restavracije po vsej državi. Bratje so bili skeptični, da bi lahko samopostrežni pristop uspel tudi v hladnejših, deževnejših podnebjih, zaradi uspešnega poslovanja v San Bernardinu in franšiz, ki že delujejo ali so načrtovane, pa niso hoteli tvegati nacionalnega podviga. [1] Kroc je ponudil, da prevzame veliko odgovornost za vzpostavitev novih franšiz drugje. Vrnil se je na svoj dom izven Chicaga s pravicami po ustanavljanju restavracij McDonald's po vsej državi, razen na peščici ozemelj v Kaliforniji in Arizoni, ki so jih že licencirali brata McDonald. Bratje naj bi prejeli polovico enega odstotka bruto prodaje. [1]

Sonneborn model in prehod na nepremičninsko imetje Uredi

Leta 1956 se je Ray Kroc srečal s Harryjem J. Sonnebornom, nekdanjim podpredsednikom za finance podjetja Tastee-Freez, ki je ponudil idejo za pospešitev rasti in naložbene stopnje načrtovane Krocove dejavnosti McDonald's: lastnik nepremičnin, na katerih bodo gradili prihodnje franšize. Kroc je najel Sonneborna in njegov načrt je bil izveden z ustanovitvijo ločenega podjetja, imenovanega Franchise Realty Corp. ki je bil zasnovan izključno za nepremičnine McDonald's. Novo podjetje je podpisalo najemne pogodbe in najelo hipoteke za zemljišča in zgradbe, nato pa je te stroške preneslo na dajalca franšize z 20–40-odstotno maržo in znižanim začetnim depozitom v višini 950 USD. [7] [8] "Sonneborn model" lastništva nepremičnin v franšizi obstaja še danes in je morda najpomembnejša finančna odločitev v zgodovini podjetja. Današnja nepremičninska podjetja McDonald's predstavljajo v bilanci stanja 37,7 milijard dolarjev, približno 99% premoženja družbe in 35% letnih bruto prihodkov. [9]


Ustanovila sta Richard in Maurice McDonald Edit

Družina McDonald se je v poznih tridesetih letih prejšnjega stoletja preselila iz Manchestera v New Hampshireu v Hollywood v Kaliforniji, kjer sta brata Richard in Maurice McDonald ("Dick" in "Mac") začela delati kot snemalci in mojstri v studiih Motion-Picture. [1] Leta 1937 je njihov oče Patrick McDonald odprl "The Airdrome", stojnico s hrano, na Huntington Driveu (Route 66) v bližini letališča Monrovia v okrožju Los Angeles v mestu Monrovia v Kaliforniji [2]

Oktobra 1948, potem ko sta brata McDonald spoznala, da večino dobička prinašajo s prodajo hamburgerjev, so svoj uspešen vstop v delavnico zaprli, da bi vzpostavili poenostavljen sistem s preprostim menijem, ki je bil sestavljen samo iz hamburgerjev, cheeseburgerjev, čipsa, kave, brezalkoholne pijače in jabolčna pita. [3]

Aprila 1952 sta se brata odločila, da za dosego dveh ciljev potrebujejo povsem novo stavbo: nadaljnjo izboljšanje učinkovitosti in privlačnejši videz. Zbrali so priporočila za arhitekta in intervjuvali vsaj štiri, na koncu pa izbrali Stanleyja Clarka Mestona, arhitekta, ki je prakticiral v bližnji Fontani. [1] Brata in Meston sta tesno sodelovala pri oblikovanju svoje nove stavbe. Dosegli so dodatno učinkovitost, ki so jo potrebovali, tako da so med drugim na teniškem igrišču za hišo McDonald (z Mestonovim pomočnikom Charlesom Fishom) s kredo narisali dejanske meritve vsakega kosa opreme. [4] Zasnova nove restavracije je dosegla visoko stopnjo opaznosti zaradi bleščečih površin rdeče in bele keramične ploščice, nerjavečega jekla, svetlo obarvane pločevine ter stekla, ki utripa rdeče, bele, rumene in zelene neonske ter dveh 25 čevljev rumene barve pločevinasti loki, obrezani v neonu, imenovani "zlati loki" že v fazi projektiranja. Tretji, manjši ločni znak ob cesti je gostil puhastega lika v kuharskem klobuku, znanega kot Speedee, ki je korakal po vrhu, okrašen v animirani neon. Nadaljnje marketinške tehnike so bile uvedene za spremembo McDonald'sa iz sedeče restavracije v verigo hitre hrane. Uporabljali so stvari, kot je izklop ogrevanja, da preprečijo ljudem, ki bi radi ostali tako dolgo, fiksne in nagnjene sedeže, tako da bi stranka sedela nad hrano, kar jim je omogočilo hitrejšo prehrano in razširila sedeže narazen, da bi bili manj družaben kraj za kosilo. in svojim strankam podarili skodelice v obliki stožca, ki jih prisilijo, da med jedjo zadržijo pijačo, kar bi pospešilo proces prehranjevanja. [1]

Konec leta 1953 sta brata začela iskati le franšizojemalce, ki so imeli le upodobitev Mestonove zasnove. [1] Njihov prvi imetnik franšize je bil Neil Fox, distributer za General Petroleum Corporation. Foxovo stojalo, prvo z Mestonovimi zlatimi loki, se je odprlo maja 1953 na Central Avenue in Indian School Road v Phoenixu v Arizoni. Njihov drugi dajalec franšize je bila ekipa Foxovega šogora Rogerja Williamsa in Burdette "Bud" Landon, ki sta oba delala tudi za General Petroleum. Williams in Landon sta svojo stojnico odprla 18. avgusta 1953 na 10207 Lakewood Boulevard v Downeyju v Kaliforniji. Stojalo Downey je najstarejša ohranjena restavracija McDonald's. [5]

Ray Kroc se pridruži podjetju in razširi franšizno dejavnost Edit

Leta 1954 je Ray Kroc, prodajalec aparatov za milkshake znamke Multimixer znamke Castle Castle, izvedel, da sta brata McDonald v svoji restavraciji San Bernardino uporabljala osem njegovih strojev. Njegova radovednost se je razburila in odšel je pogledat restavracijo. Pridružil se mu je dober prijatelj Charles Lewis, ki je Krocu predlagal več izboljšav recepta za hamburgerje McDonald's. Na tej točki sta imela brata McDonald šest franšiznih lokacij. [6]

Verjamejoč, da je formula McDonald's vstopnica za uspeh, je Kroc predlagal, da franšizirajo svoje restavracije po vsej državi. Bratje so bili skeptični, da bi lahko samopostrežni pristop uspel tudi v hladnejših, deževnejših podnebjih, zaradi uspešnega poslovanja v San Bernardinu in franšiz, ki že delujejo ali so načrtovane, pa niso hoteli tvegati nacionalnega podviga. [1] Kroc je ponudil, da prevzame veliko odgovornost za vzpostavitev novih franšiz drugje. Vrnil se je na svoj dom izven Chicaga s pravicami po ustanavljanju restavracij McDonald's po vsej državi, razen na peščici ozemelj v Kaliforniji in Arizoni, ki so jih že licencirali brata McDonald. Bratje naj bi prejeli polovico enega odstotka bruto prodaje. [1]

Sonneborn model in prehod na nepremičninsko imetje Uredi

Leta 1956 je Ray Kroc spoznal Harryja J. Sonneborna, nekdanjega podpredsednika za finance podjetja Tastee-Freez, ki je ponudil idejo za pospešitev rasti in naložbenega razreda načrtovane dejavnosti podjetja Croc McDonald's: lastnik nepremičnin, na katerih bodo gradili prihodnje franšize. Kroc je najel Sonneborna in njegov načrt je bil izveden z ustanovitvijo ločenega podjetja, imenovanega Franchise Realty Corp. ki je bil zasnovan izključno za nepremičnine McDonald's. Novo podjetje je podpisalo najemne pogodbe in najelo hipoteke za zemljišča in zgradbe, nato pa je te stroške preneslo na franšizojemalca z 20–40-odstotno maržo in znižanim začetnim depozitom v višini 950 USD. [7] [8] "Sonnebornov model" lastništva nepremičnin v franšizi obstaja še danes in je morda najpomembnejša finančna odločitev v zgodovini podjetja. Današnje nepremičninske družbe McDonald's predstavljajo v bilanci stanja 37,7 milijard USD, približno 99% premoženja družbe in 35% letnih bruto prihodkov. [9]


Ustanovila sta Richard in Maurice McDonald Edit

Družina McDonald se je v poznih tridesetih letih prejšnjega stoletja preselila iz Manchestera v New Hampshireu v Hollywood v Kaliforniji, kjer sta brata Richard in Maurice McDonald ("Dick" in "Mac") začela delati kot snemalci in mojstri v studiih Motion-Picture. [1] Leta 1937 je njihov oče Patrick McDonald odprl "The Airdrome", stojnico s hrano, na Huntington Driveu (Route 66) v bližini letališča Monrovia v okrožju Los Angeles v mestu Monrovia v Kaliforniji [2]

Oktobra 1948, potem ko sta brata McDonald spoznala, da večino dobička prinašajo s prodajo hamburgerjev, so svoj uspešen vstop v delavnico zaprli, da bi vzpostavili poenostavljen sistem s preprostim menijem, ki je bil sestavljen samo iz hamburgerjev, cheeseburgerjev, čipsa, kave, brezalkoholne pijače in jabolčna pita. [3]

Aprila 1952 sta se brata odločila, da za dosego dveh ciljev potrebujejo povsem novo stavbo: nadaljnjo izboljšanje učinkovitosti in privlačnejši videz. Zbrali so priporočila za arhitekta in intervjuvali vsaj štiri, na koncu pa izbrali Stanleyja Clarka Mestona, arhitekta, ki je prakticiral v bližnji Fontani. [1] Brata in Meston sta tesno sodelovala pri oblikovanju svoje nove stavbe. Dosegli so dodatno učinkovitost, ki so jo potrebovali, tako da so med drugim s kredo na teniškem igrišču za hišo McDonald (z Mestonovim pomočnikom Charlesom Fishom) narisali dejanske meritve vsakega kosa opreme. [4] Zasnova nove restavracije je dosegla visoko stopnjo opaznosti zaradi bleščečih površin rdeče in bele keramične ploščice, nerjavečega jekla, svetlo obarvane pločevine ter stekla, ki utripa rdeče, bele, rumene in zelene neonske ter dveh 25 čevljev rumene barve pločevinasti loki, obrezani v neonu, imenovani "zlati loki" že v fazi projektiranja. Tretji, manjši ločni znak ob cesti je gostil puhastega lika v kuharskem klobuku, znanega kot Speedee, ki je korakal po vrhu, okrašen v animirani neon. Nadaljnje marketinške tehnike so bile uvedene za spremembo McDonald'sa iz sedeče restavracije v verigo hitre hrane. Uporabljali so stvari, kot je izklop ogrevanja, da preprečijo ljudem, ki bi radi ostali tako dolgo, fiksne in nagnjene sedeže, tako da bi stranka sedela nad hrano, kar jim je omogočilo hitrejšo prehrano in razširila sedeže narazen, da bi bili manj družaben kraj za kosilo. in svojim strankam podarili skodelice v obliki stožca, ki jih prisilijo, da med jedjo zadržijo pijačo, kar bi pospešilo proces prehranjevanja. [1]

Konec leta 1953 so bratje začeli iskati le franšizojemalce, ki so imeli le upodobitev Mestonove zasnove. [1] Njihov prvi imetnik franšize je bil Neil Fox, distributer za General Petroleum Corporation. Foxovo stojalo, prvo z Mestonovimi zlatimi loki, se je odprlo maja 1953 na Central Avenue in Indian School Road v Phoenixu v Arizoni. Njihov drugi dajalec franšize je bila ekipa Foxovega šogora Rogerja Williamsa in Burdette "Bud" Landon, ki sta oba delala tudi za General Petroleum. Williams in Landon sta svojo stojnico odprla 18. avgusta 1953 na 10207 Lakewood Boulevard v Downeyju v Kaliforniji. Stojalo Downey je najstarejša ohranjena restavracija McDonald's. [5]

Ray Kroc se pridruži podjetju in razširi franšizno dejavnost Edit

Leta 1954 je Ray Kroc, prodajalec aparatov za milkshake znamke Multimixer znamke Castle Castle, izvedel, da sta brata McDonald v svoji restavraciji San Bernardino uporabljala osem njegovih strojev. Njegova radovednost se je razburila in odšel je pogledat restavracijo. Pridružil se mu je dober prijatelj Charles Lewis, ki je Krocu predlagal več izboljšav recepta za hamburgerje McDonald's. Na tej točki sta imela brata McDonald šest franšiznih lokacij. [6]

Verjamejoč, da je formula McDonald's vstopnica za uspeh, je Kroc predlagal, da franšizirajo svoje restavracije po vsej državi. Bratje so bili skeptični, da bi lahko samopostrežni pristop uspel tudi v hladnejših, deževnejših podnebjih, zaradi uspešnega poslovanja v San Bernardinu in franšiz, ki že delujejo ali so načrtovane, pa niso hoteli tvegati nacionalnega podviga. [1] Kroc je ponudil, da prevzame veliko odgovornost za vzpostavitev novih franšiz drugje. Vrnil se je na svoj dom izven Chicaga s pravicami po ustanavljanju restavracij McDonald's po vsej državi, razen na peščici ozemelj v Kaliforniji in Arizoni, ki so jih že licencirali brata McDonald. Bratje naj bi prejeli polovico enega odstotka bruto prodaje. [1]

Sonneborn model in prehod na nepremičninsko imetje Uredi

Leta 1956 je Ray Kroc spoznal Harryja J. Sonneborna, nekdanjega podpredsednika za finance podjetja Tastee-Freez, ki je ponudil idejo za pospešitev rasti in naložbenega razreda načrtovane dejavnosti podjetja Croc McDonald's: lastnik nepremičnin, na katerih bodo gradili prihodnje franšize. Kroc je najel Sonneborna in njegov načrt je bil izveden z ustanovitvijo ločenega podjetja, imenovanega Franchise Realty Corp. ki je bil zasnovan izključno za nepremičnine McDonald's. Novo podjetje je podpisalo najemne pogodbe in najelo hipoteke za zemljišča in zgradbe, nato pa je te stroške preneslo na dajalca franšize z 20–40-odstotno maržo in znižanim začetnim depozitom v višini 950 USD. [7] [8] "Sonneborn model" lastništva nepremičnin v franšizi obstaja še danes in je morda najpomembnejša finančna odločitev v zgodovini podjetja. Današnja nepremičninska podjetja McDonald's predstavljajo v bilanci stanja 37,7 milijard dolarjev, približno 99% premoženja družbe in 35% letnih bruto prihodkov. [9]


Ustanovila sta Richard in Maurice McDonald Edit

Družina McDonald se je v poznih tridesetih letih prejšnjega stoletja preselila iz Manchestera v New Hampshireu v Hollywood v Kaliforniji, kjer sta brata Richard in Maurice McDonald ("Dick" in "Mac") začela delati kot snemalci in mojstri v studiih Motion-Picture. [1] Leta 1937 je njihov oče Patrick McDonald odprl "The Airdrome", stojnico s hrano, na Huntington Driveu (Route 66) v bližini letališča Monrovia v okrožju Los Angeles v mestu Monrovia v Kaliforniji [2]

Oktobra 1948, potem ko sta brata McDonald spoznala, da večino dobička prinašajo s prodajo hamburgerjev, so svoj uspešen vstop v delavnico zaprli, da bi vzpostavili poenostavljen sistem s preprostim menijem, ki je bil sestavljen samo iz hamburgerjev, cheeseburgerjev, čipsa, kave, brezalkoholne pijače in jabolčna pita. [3]

Aprila 1952 sta se brata odločila, da za dosego dveh ciljev potrebujejo povsem novo stavbo: nadaljnjo izboljšanje učinkovitosti in privlačnejši videz. Zbrali so priporočila za arhitekta in intervjuvali vsaj štiri, na koncu pa izbrali Stanleyja Clarka Mestona, arhitekta, ki je prakticiral v bližnji Fontani. [1] Brata in Meston sta tesno sodelovala pri oblikovanju svoje nove stavbe. Dosegli so dodatno učinkovitost, ki so jo potrebovali, tako da so med drugim na teniškem igrišču za hišo McDonald (z Mestonovim pomočnikom Charlesom Fishom) s kredo narisali dejanske meritve vsakega kosa opreme. [4] Zasnova nove restavracije je dosegla visoko stopnjo opaznosti zaradi bleščečih površin rdeče in bele keramične ploščice, nerjavečega jekla, svetlo obarvane pločevine ter stekla, ki utripa rdeče, bele, rumene in zelene neonske ter dveh 25 čevljev rumene barve pločevinasti loki, obrezani v neonu, imenovani "zlati loki" že v fazi projektiranja. Tretji, manjši ločni znak ob cesti je gostil puhastega lika v kuharskem klobuku, znanega kot Speedee, ki je korakal po vrhu, okrašen v animirani neon. Nadaljnje tržne tehnike so bile uvedene za spremembo McDonald'sa iz sedeče restavracije v verigo hitre hrane. Uporabljali so stvari, kot je izklop ogrevanja, da preprečijo ljudem, ki bi radi ostali tako dolgo, fiksne in nagnjene sedeže, tako da bi stranka sedela nad hrano, kar jim je omogočilo hitrejšo prehrano in razširila sedeže narazen, da bi bili manj družaben kraj za kosilo. in svojim strankam podarili skodelice v obliki stožca, ki jih prisilijo, da med jedjo zadržijo pijačo, kar bi pospešilo proces prehranjevanja. [1]

Konec leta 1953 so bratje začeli iskati le franšizojemalce, ki so imeli le upodobitev Mestonove zasnove. [1] Njihov prvi imetnik franšize je bil Neil Fox, distributer za General Petroleum Corporation. Foxovo stojalo, prvo z Mestonovimi zlatimi loki, se je odprlo maja 1953 na Central Avenue in Indian School Road v Phoenixu v Arizoni. Njihov drugi dajalec franšize je bila ekipa Foxovega šogora Rogerja Williamsa in Burdette "Bud" Landon, ki sta oba delala tudi za General Petroleum. Williams in Landon sta svojo stojnico odprla 18. avgusta 1953 na 10207 Lakewood Boulevard v Downeyju v Kaliforniji. Stojalo Downey je najstarejša ohranjena restavracija McDonald's. [5]

Ray Kroc se pridruži podjetju in razširi franšizno dejavnost Edit

Leta 1954 je Ray Kroc, prodajalec aparatov za milkshake znamke Multimixer znamke Castle Castle, izvedel, da sta brata McDonald v svoji restavraciji San Bernardino uporabljala osem njegovih strojev. Njegova radovednost se je razburila in odšel je pogledat restavracijo. Pridružil se mu je dober prijatelj Charles Lewis, ki je Krocu predlagal več izboljšav recepta za hamburgerje McDonald's. Na tej točki sta imela brata McDonald šest franšiznih lokacij. [6]

Verjamejoč, da je formula McDonald's vstopnica za uspeh, je Kroc predlagal, da franšizirajo svoje restavracije po vsej državi. Bratje pa so bili skeptični, da bi lahko samopostrežni pristop uspel tudi v hladnejšem in deževnejšem podnebju, zaradi uspešnega poslovanja v San Bernardinu in franšiz, ki že delujejo ali so načrtovane, pa niso hoteli tvegati nacionalnega podviga. [1] Kroc je ponudil, da prevzame veliko odgovornost za vzpostavitev novih franšiz drugje. Vrnil se je na svoj dom izven Chicaga s pravicami po ustanavljanju restavracij McDonald's po vsej državi, razen na peščici ozemelj v Kaliforniji in Arizoni, ki so jih že licencirali brata McDonald. Bratje naj bi prejeli polovico enega odstotka bruto prodaje. [1]

Sonneborn model in prehod na nepremičninsko imetje Uredi

Leta 1956 je Ray Kroc spoznal Harryja J. Sonneborna, nekdanjega podpredsednika za finance podjetja Tastee-Freez, ki je ponudil idejo za pospešitev rasti in naložbenega razreda načrtovane dejavnosti podjetja Croc McDonald's: lastnik nepremičnin, na katerih bodo gradili prihodnje franšize. Kroc je najel Sonneborna in njegov načrt je bil izveden z ustanovitvijo ločenega podjetja, imenovanega Franchise Realty Corp. ki je bil zasnovan izključno za nepremičnine McDonald's. Novo podjetje je podpisalo najemne pogodbe in najelo hipoteke za zemljišča in zgradbe, nato pa je te stroške preneslo na franšizojemalca z 20–40-odstotnim pribitkom in znižanim začetnim depozitom v višini 950 USD. [7] [8] "Sonnebornov model" lastništva nepremičnin v franšizi obstaja še danes in je morda najpomembnejša finančna odločitev v zgodovini podjetja. Današnje nepremičninske družbe McDonald's predstavljajo v bilanci stanja 37,7 milijard USD, približno 99% premoženja družbe in 35% letnih bruto prihodkov. [9]


Ustanovila sta Richard in Maurice McDonald Edit

Družina McDonald se je v poznih tridesetih letih prejšnjega stoletja preselila iz Manchestera v New Hampshireu v Hollywood v Kaliforniji, kjer sta brata Richard in Maurice McDonald ("Dick" in "Mac") začela delati kot snemalci in mojstri v studiih Motion-Picture. [1] Leta 1937 je njihov oče Patrick McDonald odprl "The Airdrome", stojnico s hrano, na Huntington Driveu (Route 66) v bližini letališča Monrovia v okrožju Los Angeles v mestu Monrovia v Kaliforniji [2]

Oktobra 1948, potem ko sta brata McDonald spoznala, da večino dobička prinašajo s prodajo hamburgerjev, so svoj uspešen vstop v delavnico zaprli, da bi vzpostavili poenostavljen sistem s preprostim menijem, ki je bil sestavljen samo iz hamburgerjev, cheeseburgerjev, čipsa, kave, brezalkoholne pijače in jabolčna pita. [3]

Aprila 1952 sta se brata odločila, da za dosego dveh ciljev potrebujejo povsem novo stavbo: nadaljnjo izboljšanje učinkovitosti in privlačnejši videz. Zbrali so priporočila za arhitekta in intervjuvali vsaj štiri, na koncu pa izbrali Stanleyja Clarka Mestona, arhitekta, ki je prakticiral v bližnji Fontani. [1] Brata in Meston sta tesno sodelovala pri oblikovanju svoje nove stavbe. Dosegli so dodatno učinkovitost, ki so jo potrebovali, tako da so med drugim s kredo na teniškem igrišču za hišo McDonald (z Mestonovim pomočnikom Charlesom Fishom) narisali dejanske meritve vsakega kosa opreme. [4] Zasnova nove restavracije je dosegla visoko stopnjo opaznosti zaradi bleščečih površin rdeče in bele keramične ploščice, nerjavečega jekla, svetlo obarvane pločevine ter stekla, ki utripa rdeče, bele, rumene in zelene neonske ter dveh 25 čevljev rumene barve pločevinasti loki, obrezani v neonu, imenovani "zlati loki" že v fazi projektiranja. Tretji, manjši ločni znak ob cesti je gostil puhastega lika v kuharskem klobuku, znanega kot Speedee, ki je korakal po vrhu, okrašen v animirani neon. Nadaljnje marketinške tehnike so bile uvedene za spremembo McDonald'sa iz sedeče restavracije v verigo hitre hrane. Uporabljali so stvari, kot je izklop ogrevanja, da preprečijo ljudem, ki bi radi ostali tako dolgo, fiksne in nagnjene sedeže, tako da bi stranka sedela nad hrano, spodbujala, da bi jedli hitreje, razširila sedeže narazen, da bi bila manj družaben kraj za kosilo in svojim strankam podarili skodelice v obliki stožca, ki jih prisilijo, da med jedjo zadržijo pijačo, kar bi pospešilo proces prehranjevanja. [1]

Konec leta 1953 sta brata začela iskati le franšizojemalce, ki so imeli le upodobitev Mestonove zasnove. [1] Njihov prvi imetnik franšize je bil Neil Fox, distributer za General Petroleum Corporation. Foxovo stojalo, prvo z Mestonovimi zlatimi loki, se je odprlo maja 1953 na Central Avenue in Indian School Road v Phoenixu v Arizoni. Njihov drugi dajalec franšize je bila ekipa Foxovega šogora Rogerja Williamsa in Burdette "Bud" Landon, ki sta oba delala tudi za General Petroleum. Williams in Landon sta svojo stojnico odprla 18. avgusta 1953 na 10207 Lakewood Boulevard v Downeyju v Kaliforniji. Stojalo Downey je najstarejša ohranjena restavracija McDonald's. [5]

Ray Kroc se pridruži podjetju in razširi franšizno dejavnost Edit

Leta 1954 je Ray Kroc, prodajalec aparatov za milkshake znamke Multimixer znamke Castle Castle, izvedel, da sta brata McDonald v svoji restavraciji San Bernardino uporabljala osem njegovih strojev. Njegova radovednost se je razburila in odšel je pogledat restavracijo. Pridružil se mu je dober prijatelj Charles Lewis, ki je Krocu predlagal več izboljšav recepta za hamburgerje McDonald's. Na tej točki sta imela brata McDonald šest franšiznih lokacij. [6]

Verjamejoč, da je formula McDonald's vstopnica za uspeh, je Kroc predlagal, da franšizirajo svoje restavracije po vsej državi. Bratje pa so bili skeptični, da bi lahko samopostrežni pristop uspel tudi v hladnejšem in deževnejšem podnebju, zaradi uspešnega poslovanja v San Bernardinu in franšiz, ki že delujejo ali so načrtovane, pa niso hoteli tvegati nacionalnega podviga. [1] Kroc je ponudil, da prevzame veliko odgovornost za vzpostavitev novih franšiz drugje. Vrnil se je na svoj dom izven Chicaga s pravicami po ustanavljanju restavracij McDonald's po vsej državi, razen na peščici ozemelj v Kaliforniji in Arizoni, ki so jih že licencirali brata McDonald. Bratje naj bi prejeli polovico enega odstotka bruto prodaje. [1]

Sonneborn model in prehod na nepremičninsko imetje Uredi

Leta 1956 se je Ray Kroc srečal s Harryjem J. Sonnebornom, nekdanjim podpredsednikom za finance podjetja Tastee-Freez, ki je ponudil idejo za pospešitev rasti in naložbene stopnje načrtovane Krocove dejavnosti McDonald's: lastnik nepremičnin, na katerih bodo gradili prihodnje franšize. Kroc je najel Sonneborna in njegov načrt je bil izveden z ustanovitvijo ločenega podjetja, imenovanega Franchise Realty Corp. ki je bil zasnovan izključno za nepremičnine McDonald's. Novo podjetje je podpisalo najemne pogodbe in najelo hipoteke za zemljišča in zgradbe, nato pa je te stroške preneslo na franšizojemalca z 20–40-odstotnim pribitkom in znižanim začetnim depozitom v višini 950 USD. [7] [8] "Sonneborn model" lastništva nepremičnin v franšizi obstaja še danes in je morda najpomembnejša finančna odločitev v zgodovini podjetja. Današnje nepremičninske družbe McDonald's predstavljajo v bilanci stanja 37,7 milijard USD, približno 99% premoženja družbe in 35% letnih bruto prihodkov. [9]


Ustanovila sta Richard in Maurice McDonald Edit

Družina McDonald se je v poznih tridesetih letih prejšnjega stoletja preselila iz Manchestera v New Hampshireu v Hollywood v Kaliforniji, kjer sta brata Richard in Maurice McDonald ("Dick" in "Mac") začela delati kot snemalci in mojstri v studiih Motion-Picture. [1] Leta 1937 je njihov oče Patrick McDonald odprl "The Airdrome", stojnico s hrano, na Huntington Driveu (Route 66) v bližini letališča Monrovia v okrožju Los Angeles v mestu Monrovia v Kaliforniji [2]

Oktobra 1948, potem ko sta brata McDonald spoznala, da večino dobička prinašajo s prodajo hamburgerjev, so svoj uspešen vstop v delavnico zaprli, da bi vzpostavili poenostavljen sistem s preprostim menijem, ki je bil sestavljen samo iz hamburgerjev, cheeseburgerjev, čipsa, kave, brezalkoholne pijače in jabolčna pita. [3]

Aprila 1952 sta se brata odločila, da za dosego dveh ciljev potrebujejo povsem novo stavbo: nadaljnjo izboljšanje učinkovitosti in privlačnejši videz. Zbrali so priporočila za arhitekta in intervjuvali vsaj štiri, na koncu pa izbrali Stanleyja Clarka Mestona, arhitekta, ki je prakticiral v bližnji Fontani. [1] Brata in Meston sta tesno sodelovala pri oblikovanju svoje nove stavbe. Dosegli so dodatno učinkovitost, ki so jo potrebovali, tako da so med drugim s kredo na teniškem igrišču za hišo McDonald (z Mestonovim pomočnikom Charlesom Fishom) narisali dejanske meritve vsakega kosa opreme. [4] Zasnova nove restavracije je dosegla visoko stopnjo opaznosti zaradi bleščečih površin rdeče in bele keramične ploščice, nerjavečega jekla, svetlo obarvane pločevine ter stekla, ki utripa rdeče, bele, rumene in zelene neonske ter dveh 25 čevljev rumene barve pločevinasti loki, obrezani v neonu, imenovani "zlati loki" že v fazi projektiranja. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change McDonald's from a sit down restaurant to a fast food chain. They used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a sociable place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process. [1]

In late 1953, with only a rendering of Meston's design in hand, the brothers began seeking franchisees. [1] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at Central Avenue and Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on August 18, 1953 at 10207 Lakewood Boulevard in Downey, California. The Downey stand has the distinction of being the oldest surviving McDonald's restaurant. [5]

Ray Kroc joins the company and expands its franchise operation Edit

In 1954, Ray Kroc, a seller of Prince Castle brand Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to take a look at the restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe. At this point, the McDonald brothers had six franchise locations in operation. [6]

Believing the McDonald's formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture. [1] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. The brothers were to receive one-half of one percent of gross sales. [1]

Sonneborn model and shift to real estate holdings Edit

In 1956, Ray Kroc met Harry J. Sonneborn, a former VP of finance for Tastee-Freez, who offered an idea to accelerate the growth and investment grade of Kroc's planned McDonald's operation: Own the real estate that future franchises would be built on. Kroc hired Sonneborn and his plan was executed through forming a separate company called Franchise Realty Corp. which was solely designed to hold McDonald's real estate. The new company signed leases and took out mortgages for both lands and buildings, in turn then passing these costs on to the franchisee with a 20-40% markup and a reduced initial deposit of $950. [7] [8] The "Sonneborn model" of real estate ownership within the franchise persists to this day, possibly being the most important financial decision in the company's history. McDonald's present-day real estate holdings represent $37.7Bn on its balance sheet, about 99% of the company's assets and 35% of its annual gross revenue. [9]


Founding by Richard and Maurice McDonald Edit

The McDonald family moved from Manchester, New Hampshire to Hollywood, California in the late 1930s, where brothers Richard and Maurice McDonald ("Dick" and "Mac") began working as set movers and handymen at Motion-Picture studios. [1] In 1937, their father Patrick McDonald opened "The Airdrome", a food stand, on Huntington Drive (Route 66) near the Monrovia Airport in the Los Angeles County city of Monrovia, California [2]

In October 1948, after the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successful carhop drive-in to establish a streamlined system with a simple menu which consisted of only hamburgers, cheeseburgers, potato chips, coffee, soft drinks, and apple pie. [3]

In April 1952, the brothers decided they needed an entirely new building in order to achieve two goals: further efficiency improvements, and a more eye-catching appearance. They collected recommendations for an architect and interviewed at least four, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana. [1] The brothers and Meston worked together closely in the design of their new building. They achieved the extra efficiencies they needed by, among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the McDonald house (with Meston's assistant Charles Fish). [4] The new restaurant's design achieved a high level of notice thanks to gleaming surfaces of red and white ceramic tile, stainless steel, brightly colored sheet metal, and glass pulsing red, white, yellow, and green neon and two 25-foot yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change McDonald's from a sit down restaurant to a fast food chain. They used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a sociable place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process. [1]

In late 1953, with only a rendering of Meston's design in hand, the brothers began seeking franchisees. [1] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at Central Avenue and Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on August 18, 1953 at 10207 Lakewood Boulevard in Downey, California. The Downey stand has the distinction of being the oldest surviving McDonald's restaurant. [5]

Ray Kroc joins the company and expands its franchise operation Edit

In 1954, Ray Kroc, a seller of Prince Castle brand Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to take a look at the restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe. At this point, the McDonald brothers had six franchise locations in operation. [6]

Believing the McDonald's formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture. [1] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. The brothers were to receive one-half of one percent of gross sales. [1]

Sonneborn model and shift to real estate holdings Edit

In 1956, Ray Kroc met Harry J. Sonneborn, a former VP of finance for Tastee-Freez, who offered an idea to accelerate the growth and investment grade of Kroc's planned McDonald's operation: Own the real estate that future franchises would be built on. Kroc hired Sonneborn and his plan was executed through forming a separate company called Franchise Realty Corp. which was solely designed to hold McDonald's real estate. The new company signed leases and took out mortgages for both lands and buildings, in turn then passing these costs on to the franchisee with a 20-40% markup and a reduced initial deposit of $950. [7] [8] The "Sonneborn model" of real estate ownership within the franchise persists to this day, possibly being the most important financial decision in the company's history. McDonald's present-day real estate holdings represent $37.7Bn on its balance sheet, about 99% of the company's assets and 35% of its annual gross revenue. [9]


Founding by Richard and Maurice McDonald Edit

The McDonald family moved from Manchester, New Hampshire to Hollywood, California in the late 1930s, where brothers Richard and Maurice McDonald ("Dick" and "Mac") began working as set movers and handymen at Motion-Picture studios. [1] In 1937, their father Patrick McDonald opened "The Airdrome", a food stand, on Huntington Drive (Route 66) near the Monrovia Airport in the Los Angeles County city of Monrovia, California [2]

In October 1948, after the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successful carhop drive-in to establish a streamlined system with a simple menu which consisted of only hamburgers, cheeseburgers, potato chips, coffee, soft drinks, and apple pie. [3]

In April 1952, the brothers decided they needed an entirely new building in order to achieve two goals: further efficiency improvements, and a more eye-catching appearance. They collected recommendations for an architect and interviewed at least four, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana. [1] The brothers and Meston worked together closely in the design of their new building. They achieved the extra efficiencies they needed by, among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the McDonald house (with Meston's assistant Charles Fish). [4] The new restaurant's design achieved a high level of notice thanks to gleaming surfaces of red and white ceramic tile, stainless steel, brightly colored sheet metal, and glass pulsing red, white, yellow, and green neon and two 25-foot yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change McDonald's from a sit down restaurant to a fast food chain. They used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a sociable place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process. [1]

In late 1953, with only a rendering of Meston's design in hand, the brothers began seeking franchisees. [1] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at Central Avenue and Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on August 18, 1953 at 10207 Lakewood Boulevard in Downey, California. The Downey stand has the distinction of being the oldest surviving McDonald's restaurant. [5]

Ray Kroc joins the company and expands its franchise operation Edit

In 1954, Ray Kroc, a seller of Prince Castle brand Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to take a look at the restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe. At this point, the McDonald brothers had six franchise locations in operation. [6]

Believing the McDonald's formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture. [1] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. The brothers were to receive one-half of one percent of gross sales. [1]

Sonneborn model and shift to real estate holdings Edit

In 1956, Ray Kroc met Harry J. Sonneborn, a former VP of finance for Tastee-Freez, who offered an idea to accelerate the growth and investment grade of Kroc's planned McDonald's operation: Own the real estate that future franchises would be built on. Kroc hired Sonneborn and his plan was executed through forming a separate company called Franchise Realty Corp. which was solely designed to hold McDonald's real estate. The new company signed leases and took out mortgages for both lands and buildings, in turn then passing these costs on to the franchisee with a 20-40% markup and a reduced initial deposit of $950. [7] [8] The "Sonneborn model" of real estate ownership within the franchise persists to this day, possibly being the most important financial decision in the company's history. McDonald's present-day real estate holdings represent $37.7Bn on its balance sheet, about 99% of the company's assets and 35% of its annual gross revenue. [9]


Founding by Richard and Maurice McDonald Edit

The McDonald family moved from Manchester, New Hampshire to Hollywood, California in the late 1930s, where brothers Richard and Maurice McDonald ("Dick" and "Mac") began working as set movers and handymen at Motion-Picture studios. [1] In 1937, their father Patrick McDonald opened "The Airdrome", a food stand, on Huntington Drive (Route 66) near the Monrovia Airport in the Los Angeles County city of Monrovia, California [2]

In October 1948, after the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successful carhop drive-in to establish a streamlined system with a simple menu which consisted of only hamburgers, cheeseburgers, potato chips, coffee, soft drinks, and apple pie. [3]

In April 1952, the brothers decided they needed an entirely new building in order to achieve two goals: further efficiency improvements, and a more eye-catching appearance. They collected recommendations for an architect and interviewed at least four, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana. [1] The brothers and Meston worked together closely in the design of their new building. They achieved the extra efficiencies they needed by, among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the McDonald house (with Meston's assistant Charles Fish). [4] The new restaurant's design achieved a high level of notice thanks to gleaming surfaces of red and white ceramic tile, stainless steel, brightly colored sheet metal, and glass pulsing red, white, yellow, and green neon and two 25-foot yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change McDonald's from a sit down restaurant to a fast food chain. They used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a sociable place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process. [1]

In late 1953, with only a rendering of Meston's design in hand, the brothers began seeking franchisees. [1] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at Central Avenue and Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on August 18, 1953 at 10207 Lakewood Boulevard in Downey, California. The Downey stand has the distinction of being the oldest surviving McDonald's restaurant. [5]

Ray Kroc joins the company and expands its franchise operation Edit

In 1954, Ray Kroc, a seller of Prince Castle brand Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to take a look at the restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe. At this point, the McDonald brothers had six franchise locations in operation. [6]

Believing the McDonald's formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture. [1] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. The brothers were to receive one-half of one percent of gross sales. [1]

Sonneborn model and shift to real estate holdings Edit

In 1956, Ray Kroc met Harry J. Sonneborn, a former VP of finance for Tastee-Freez, who offered an idea to accelerate the growth and investment grade of Kroc's planned McDonald's operation: Own the real estate that future franchises would be built on. Kroc hired Sonneborn and his plan was executed through forming a separate company called Franchise Realty Corp. which was solely designed to hold McDonald's real estate. The new company signed leases and took out mortgages for both lands and buildings, in turn then passing these costs on to the franchisee with a 20-40% markup and a reduced initial deposit of $950. [7] [8] The "Sonneborn model" of real estate ownership within the franchise persists to this day, possibly being the most important financial decision in the company's history. McDonald's present-day real estate holdings represent $37.7Bn on its balance sheet, about 99% of the company's assets and 35% of its annual gross revenue. [9]


Founding by Richard and Maurice McDonald Edit

The McDonald family moved from Manchester, New Hampshire to Hollywood, California in the late 1930s, where brothers Richard and Maurice McDonald ("Dick" and "Mac") began working as set movers and handymen at Motion-Picture studios. [1] In 1937, their father Patrick McDonald opened "The Airdrome", a food stand, on Huntington Drive (Route 66) near the Monrovia Airport in the Los Angeles County city of Monrovia, California [2]

In October 1948, after the McDonald brothers realized that most of their profits came from selling hamburgers, they closed down their successful carhop drive-in to establish a streamlined system with a simple menu which consisted of only hamburgers, cheeseburgers, potato chips, coffee, soft drinks, and apple pie. [3]

In April 1952, the brothers decided they needed an entirely new building in order to achieve two goals: further efficiency improvements, and a more eye-catching appearance. They collected recommendations for an architect and interviewed at least four, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana. [1] The brothers and Meston worked together closely in the design of their new building. They achieved the extra efficiencies they needed by, among other things, drawing the actual measurements of every piece of equipment in chalk on a tennis court behind the McDonald house (with Meston's assistant Charles Fish). [4] The new restaurant's design achieved a high level of notice thanks to gleaming surfaces of red and white ceramic tile, stainless steel, brightly colored sheet metal, and glass pulsing red, white, yellow, and green neon and two 25-foot yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage. A third, smaller arch sign at the roadside hosted a pudgy character in a chef's hat, known as Speedee, striding across the top, trimmed in animated neon. Further marketing techniques were implemented to change McDonald's from a sit down restaurant to a fast food chain. They used such things as turning off the heating to prevent people wanting to stay so long, fixed and angled seating so the customer would sit over their food promoting them to eat faster, spreading the seats further apart so being less of a sociable place to dine in, and giving their customers branded cone shaped cups forcing them to hold their drink whilst eating which would speed up the eating process. [1]

In late 1953, with only a rendering of Meston's design in hand, the brothers began seeking franchisees. [1] Their first franchisee was Neil Fox, a distributor for General Petroleum Corporation. Fox's stand, the first with Meston's golden arches design, opened in May 1953 at Central Avenue and Indian School Road in Phoenix, Arizona. Their second franchisee was the team of Fox's brother-in-law Roger Williams and Burdette "Bud" Landon, both of whom also worked for General Petroleum. Williams and Landon opened their stand on August 18, 1953 at 10207 Lakewood Boulevard in Downey, California. The Downey stand has the distinction of being the oldest surviving McDonald's restaurant. [5]

Ray Kroc joins the company and expands its franchise operation Edit

In 1954, Ray Kroc, a seller of Prince Castle brand Multimixer milkshake machines, learned that the McDonald brothers were using eight of his machines in their San Bernardino restaurant. His curiosity was piqued, and he went to take a look at the restaurant. He was joined by good friend Charles Lewis who had suggested to Kroc several improvements to the McDonald's burger recipe. At this point, the McDonald brothers had six franchise locations in operation. [6]

Believing the McDonald's formula was a ticket to success, Kroc suggested they franchise their restaurants throughout the country. The brothers were skeptical, however, that the self-service approach could succeed in colder, rainier climates furthermore, their thriving business in San Bernardino, and franchises already operating or planned, made them reluctant to risk a national venture. [1] Kroc offered to take the major responsibility for setting up the new franchises elsewhere. He returned to his home outside of Chicago with rights to set up McDonald's restaurants throughout the country, except in a handful of territories in California and Arizona already licensed by the McDonald brothers. The brothers were to receive one-half of one percent of gross sales. [1]

Sonneborn model and shift to real estate holdings Edit

In 1956, Ray Kroc met Harry J. Sonneborn, a former VP of finance for Tastee-Freez, who offered an idea to accelerate the growth and investment grade of Kroc's planned McDonald's operation: Own the real estate that future franchises would be built on. Kroc hired Sonneborn and his plan was executed through forming a separate company called Franchise Realty Corp. which was solely designed to hold McDonald's real estate. The new company signed leases and took out mortgages for both lands and buildings, in turn then passing these costs on to the franchisee with a 20-40% markup and a reduced initial deposit of $950. [7] [8] The "Sonneborn model" of real estate ownership within the franchise persists to this day, possibly being the most important financial decision in the company's history. McDonald's present-day real estate holdings represent $37.7Bn on its balance sheet, about 99% of the company's assets and 35% of its annual gross revenue. [9]


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