"The fundamental secret to McDonald's success is the way it achieves uniformity and allegiance to an operating regimen without sacrificing the strengths of American individualism and diversity. McDonald's manages to mix conformity with creativity." (Foreword, The Unknown McDonald's, 7)

"Ray Kroc did not invent fast food. He did not invent the self-service restaurant. And his first McDonald's restaurant was not the first McDonald's." (Chapter 1, Yes, There is a McDonald, 10)

"If someone likes making money, I'm not attracted to them. I like anybody who likes what he's doing, because that's the thing that I treasure most." (Chapter 2, The Salesman, 47)

"What eventually separated McDonald's from the rest of the pack was Kroc's ability to marshal the efforts of hundreds of other entrepreneurs—his McDonald's franchisees—to work not merely for their selfish interests but for McDonald's interests. As Ray Kroc saw it, they were one and the same." (Chapter...