Chapter 6 Summary and Analysis

The drive-in restaurant started in Southern California in the 1930s. Maurice and Richard McDonald invented their "take" on the drive-in, selling only Hamburgers, fries, and drinks that were all prepared on an assembly line. Kroc offered to help them franchise, and the three drew up an agreement. All buildings would have golden arches coming out of them. Though this clause was trivial, and later a pain to execute, Kroc was not too worried. The McDonald brothers offered Kroc 1.9 percent of the gross sales from the franchisees. The franchise licenses would run for twenty years, and his contract was for ten years, which later turned into a ninety-nine year contract. Kroc's first franchise was in Des Plaines, Illinois andwas a headache to open because they were trying to adapt a desert-style restaurant business in the cold of Illinois. Kroc's lawyer quit because...