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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. According to the author, what is the hardest task for a franchiser?
(a) Uniformity.
(b) Cleanliness.
(c) Communication.
(d) Individuality.

2. What did Kroc assemble with the manager's he hired in McDonald's?
(a) Common bonds.
(b) Similar traits.
(c) Most diverse collected of managers in American business.
(d) Diversity.

3. According to the author, what determines how managers in the restaurant business react to change?
(a) Market value.
(b) Corporate culture.
(c) Real estate value.
(d) Corporal punishment.

4. What opening became a social event?
(a) The opening of Wendy's.
(b) The opening of Agates in Waukegan.
(c) The opening of a drive thru service window.
(d) The opening of the Big Boy.

5. Where did Kroc bring his idea of the Multimixer into the public eye?
(a) The market.
(b) McDonald's.
(c) KFC.
(d) Dairy Queen.

Short Answer Questions

1. What would get someone fired from McDonald's?

2. How did the McDonald brother's envision the future business of McDonald's?

3. What social group did the McDonald brothers become a part of because of their drive-in?

4. What did Kroc tolerate in his business?

5. Where is McDonald's Plaza?

Short Essay Questions

1. Detail a few of the statistics given in the foreword about the US consumption of McDonald's products.

2. Describe the state of California in the early 1930s and its relationship to curbside restaurants.

3. What happened when Ray Kroc met the McDonald's brothers in 1954?

4. What did Kroc avoid within his franchise business?

5. Describe the franchise ownership of McDonald's.

6. Describe what Kroc mandated in his restaurants.

7. What did Kroc end up fighting about with one of his franchise manager's?

8. How did Kroc try to improve his product in other ways aside from ingredients?

9. What helped end Kroc's difficulty in obtaining success in the West?

10. What market did Kroc first get into that propelled him towards the food production business?

(see the answer keys)

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