What is the theme in McDonald's: Behind the Arches by John F. Love?

Hard Work is a theme in the story. Ray Kroc was the embodiment of traditional American bourgeois virtues; he was devoted to the principles of hard work, individual responsibility, thrift, and determination. It was clear from the very beginning that McDonald's would carry on these character traits in its corporate culture. In fact, even under the McDonald brothers, McDonald's was the subject of great investments of energy and time.