Hard Work

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.

However, Kroc fundamentally changed things. He constantly set up new restaurants and sold franchise licenses across the country. He constantly responded to new challenges, such as licensing difficulties, conflicts with franchisees, supply difficulties, inflation, recessions and so on. Even when things looked bleak, he never lost faith in McDonald's ability to succeed. Kroc would routinely fire staff that failed to add value to the company and would close restaurants that failed to earn a profit. The corporation constantly updated and refined its structure, products and policies...