Ray Kroc was a salesman in the 1950s who saw potential in the Multi-Mixer Milkshake Makers being used by the McDonald brothers' small-scale restaurants. After the success of the milkshake makers, the McDonald brothers allowed Kroc to license their restaurant concept as franchises. Kroc opened a very successful franchise location in Illinois and eventually purchased the exclusive rights to the McDonald's name from the brothers in 1961. He established standard operating procedures focusing on quality, service, cleanliness and value. By emphasizing efficiency and consistency through techniques like the assembly line and strict rules regarding food holding times, Kroc grew McDonald's into the largest restaurant company in the world by the late 1960s.

2. Early Ambition
 Salesman for Lily-Tulip
paper cup company after
WWI, learned about low-
price American food
service market and
changing American
culture
 Saw potential in Multi-
Mixer Milkshake Makers,
met McDonald’s brothers
in early 1950s (at the time
only half a dozen small-
scale McDonald’s
restaurants)

3. Gaining Control With Franchises
 After success with milkshake makers,
McDonald’s brothers allowed Kroc right to
license their restaurant as franchises (aspiring
managers paid franchise fee to Kroc, share went to
McDonald’s brothers)
 Opened very successful restaurant in Des Plaines,
Illinois
 McDonald’s brothers reluctant to make restaurant
popular chain; Kroc thought it had promise,
purchased exclusive rights from brothers in 1961

4. “Krocian” Values
 “Q.S.V.C” motto (Quality,
Service, Cleanliness,
Value)
 Burger Assembly Line:
efficiency!
 Standardization (same Big
Mac in New York and
Tokyo)

5. Biggest, Most Ironic Value
 Kroc dedicated himself to CLEANLINESS
 Burgers disposed when 10 minutes old; French
fries when 7 minutes old; coffee when 30 minutes
old
 Kroc himself trained franchise owner at
“Hamburger University” in Elk Grove, Illinois to
assure they stuck to his desired method of food
production and restaurant maintenance
 Far from what McDonald’s public image is today

6. Making It Big
 By 1962 (one year of
ownership), total sales
at McDonald’s
restaurants $76 million
 By 1965, McDonald’s
franchised in over
dozen countries
 By 1968, McDonald’s
largest restaurant
company in world

7. Kroc Legacy
 Turned small-scale fast food joint from San
Bernardino, California to most productive
food empire in world
 Made $500 million fortune during lifetime
(owner of San Diego Padres for 5 years)
 Died in 1979, ironically from heart ailment
 In Time 100’s most important people in the
world of the 20th century

8. Works Cited
 Babwin, Don. “50 Years Later, McDonald’s Influence Felt.” SIRS.
Associated Press, 13 Apr. 2005. Web. 21 Sept. 2009.
 Boas, Max and Steve Chain. “Ray Kroc.” eLibrary. 1 Jan. 1976. Web.
21 Sept. 2009.
 Foner, Eric and John A. Garraty. “Kroc, Ray.” SIRS. Houghton
Mifflin, 1 Dec. 1991. Web. 21 Sept. 2009.
 Pepin, Jacques. “Ray Kroc.” The Time 100. 7 Dec. 1998. Web. 21
Sept. 2009.
 http://www.mynews.in/News/dailyimage/news/mcdonalds-going-
green.jpg
 http://farm4.static.flickr.com/3122/2761306179_6b350e6148.jpg?v=0
 http://2.bp.blogspot.com/_tKJeUUFBOwo/ScV-
xTw9cNI/AAAAAAAAAVI/tiyylISm1lQ/s400/multimixer.jpg