Keep reading for FREE
In 1926, brothers Maurice and Dick MacDonald hoped to find fame in the industry of moving pictures. At first, they hauled sets and worked the lights during back-breaking shifts on silent film sets. But they were unable to move up in the behind-the-scene ranks of the business.
In 1930, after scrimping and saving, they purchased a theatre. To dissuade patrons from taking their own food to the movies, they installed a snack bar in the lobby.
The McDonald brothers' theatre faltered during the lean years of the Depression, leaving the brothers always behind on their bills. In 1937, they sold the theatre and moved from entertainment to food service.
They made an open-air food stand and served fresh orange drinks and hot dogs in close proximity to a flying field. The venture was successful enough that they opened two more stands.
The The McDonald brothers entertained a dream of a new establishment they'd call the Dimer but rejected the idea as too Depression-era. They were certain the future involved appealing to drivers.
After many rejections, the entrepreneurs secured a loan of $5,000, this time putting their surname on their roadside restaurant, followed by the featured menu item of "McDonald's Barbeque."
Following the enterprising family of Levitt that applied Ford's Model T-like assembly-line logic to building homes on New York's Long Island, the McDonald brothers decided to mimic this mentality in the preparation and serving of food.
Four months in, a turnaround occurred for no particular reason. Profits soon soared to $100,000 a year. The quality of food was not the main draw except, perhaps, for the crispy fresh potatoes.
Copycats arrived to study the operation in action. The details the imitators couldn't see, Dick and Mac shared cheerily. In 1952, the brothers ran an ad announcing that their "revolutionary development in the restaurant industry" was now available for sale to interested parties.
Instead of just paying a visit and stealing the idea, the more honest plunked down a $950 franchise fee for the formula. The first in line wanted to use McDonald's name of the stand he intended to build, saying he thought their name "lucky." He got an operating manual for his money, a counterman on loan for a week, and an architectural blueprint from which to build the restaurant.
A dairy supplier, hoping to encourage sales of ice cream, offered to replicate McDonald's nationwide. The brothers ultimately refused. They were happy with just selling the manual and blueprints.
MORE LIKE THIS
Ready for the next level?
Read Like a Pro
Explore the World’s
Take Your Ideas
Just press play and we take care of the words.
No Internet access? No problem. Within the mobile app, all your ideas are available, even when offline.
2 Million Stashers
This app is LOADED with RELEVANT, HELPFUL, AND EDUCATIONAL material. It is creatively intellectual, yet minimal enough to not overstimulate and create a learning block. I am exceptionally impressed with this app!
Best app ever! You heard it right. This app has helped me get back on my quest to get things done while equipping myself with knowledge everyday.
Don’t look further if you love learning new things. A refreshing concept that provides quick ideas for busy thought leaders.
Great interesting short snippets of informative articles. Highly recommended to anyone who loves information and lacks patience.
Great for quick bits of information and interesting ideas around whatever topics you are interested in. Visually, it looks great as well.
I have only been using it for a few days now, but I have found answers to questions I had never consciously formulated, or to problems I face everyday at work or at home. I wish I had found this earlier, highly recommended!
Brilliant. It feels fresh and encouraging. So many interesting pieces of information that are just enough to absorb and apply. So happy I found this.
Even five minutes a day will improve your thinking. I've come across new ideas and learnt to improve existing ways to become more motivated, confident and happier.
Read & Learn
Access to 200,000+ ideas
Access to the mobile app
Unlimited idea saving & library
Unlimited listening to ideas
Downloading & offline access
Claim Your Limited Offer
Get Deepstash Pro
75% OFF | 1-Year Pro Subscription