John Love's book "McDonald's Back the Golden Arches" is an interesting book on how Ray Krk created an existing restaurant and created an emulated and reproduced franchise system around the world. McDonald's expresses success and familiarity well. On my personal trip around the world, my wife and I have discovered that McDonald's is similar (almost accurate) in France, the Philippines and so on.
This book details the success pattern of the McDonald & # 39; s franchise. The secret behind that great success is Ray Kroc. Who is Ray Kroc? Where did he get the name of McDonald 's? What did he do to make this restaurant chain successful? These and many other questions are described in this document.
McDonald was a hamburger restaurant in San Bernardino, California. It had a simple menu of hamburgers, french fries, soda and milkshakes. The operation function was simple. That marketing function had no presence and was only words. It was owned and operated by McDonald's brother (and therefore the name). Ray was a milkshake salesman and this restaurant was fascinated by ordering many milkshake machines from the company he was working on. When he went and observed the operation of McDonald '# 39; s, he wanted to make a lot of these restaurants. This book shows that McDonald's brothers are satisfied with the local work and do not want to expand.
Ray Kroc was fascinated by McDonald 's simple operation. The simplicity of the menu and the consistency of its workers and other operations enabled a replicable process. After that, Ray Kroc signed a contract with McDonald 's brothers and expanded the restaurant beyond the local restaurant. He opened the first new McDonald's restaurant in Des Plaines, Illinois in 1955. How did you procure the capital and money of this new restaurant? This is an interesting story. He extended the concept of franchise. He had a chance to others through the franchise, but he was still controlling whether he could win a franchise. He wanted to duplicate simple menus, maintain high cleanliness standards, and confirm that they did not add or remove menus. Ray Kroc demanded duplication and cleanliness.
There are many interesting stories about who they were and how they franchised. Ray Kroc wanted a profitable franchise. One interesting story is the George Bell franchise. He wanted to add it to the menu that Ray Kroc opposed. Instead, he opened a franchise called Taco Bell. Ray Clock did not break for many years after increasingly creating franchises.
This is a book about decision, perseverance, duplication. It is not about McDonald's people and systems, it is not about hamburgers.
