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McDonald's: Behind the Arches, by John F. Love
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McDonald's: it is the world's premier entrepreneurial success story, a company whose growth worldwide continues to be astonishing. In tough financial times, McDonald's proved that ingenuity, trial and error, and gut instinct were the keys to building a service business the entire world has come to admire. In the years since McDonald's: Behind The Arches was first published, McDonald's has been a trendsetter in advertising, focusing on different ethnic groups as well as the physically disabled. McDonald's created McJobs, a program that employs both mentally challenged adults and senior citizens. And because its franchisees have their fingers on the pulse of the marketplace, McDonald's has evolved successfully with the health food revolution, launching dozens of new products and moving toward environmentally-safe packaging and recyclable goods. Inspiring, informative, and filled with behind the scenes stories, this remarkable saga offers an irresistible look inside a great American business success.
From the Trade Paperback edition.
- Sales Rank: #206322 in Books
- Published on: 1986-10-01
- Released on: 1986-10-01
- Original language: English
- Number of items: 1
- Dimensions: 9.45" h x 1.61" w x 6.42" l,
- Binding: Hardcover
- 470 pages
From Publishers Weekly
These 16 position papers by government figures and economists (U.S. Representative Obey (D., Wis.), Senator Sarbanes (D., Md.), Walter Heller, Felix Rohatyn, Lester Thurow, et al.) were prepared for a 40th anniversary Congressional symposium on the Employment Act of 1946, which amid uncertain postwar economic prospects, enjoined the Federal Government to "promote maximum employment, production and purchasing power" by "all practicable means." The essays survey the Act's achievements and the revolutionary changes since that time in world banking and finance, production technology and marketing processes, which in turn raise alarming questions about current U.S. Federal and trade deficits, slow overall economic growth and increasing resort to offshore production. ("The outcome of industrial competition today will matter powerfully tomorrow.") There is in general a strong bias here for reexamining laissez-faire Reagan administration policy and reinstituting public activism to promote opportunity in education, employment and beyond.
Copyright 1986 Reed Business Information, Inc.
From Library Journal
"The history of the McDonald's system is the story of an organization that learned how to harness the power of entrepreneursnot several, but hundreds of them." This work is not the story of Ray Kroc, McDonald's colorful founder, but that of all of the individuals, including the McDonald brothers, suppliers, financiers, franchisees, as well as the early employees, who made McDonald's the undisputed champion of the fast food industry. The complex financial arrangements that were necessary to McDonald's success are made clear, as is the company's commitment to quality, service, and cleanliness. This entertaining work is highly recommended for most public and academic libraries. Michael D. Kathman, St. John's Univ. Lib., Collegeville, Minn.
Copyright 1986 Reed Business Information, Inc.
From the Publisher
McDonald's: it is the world's premier entrepreneurial success story, a company whose growth worldwide continues to be astonishing. In tough financial times, McDonald's proved that ingenuity, trial and error, and gut instinct were the keys to building a service business the entire world has come to admire. In the years since McDonald's: Behind The Arches was first published, McDonald's has been a trendsetter in advertising, focusing on different ethnic groups as well as the physically disabled. McDonald's created McJobs, a program that employs both mentally challenged adults and senior citizens. And because its franchisees have their fingers on the pulse of the marketplace, McDonald's has evolved successfully with the health food revolution, launching dozens of new products and moving toward environmentally-safe packaging and recyclable goods. Inspiring, informative, and filled with behind the scenes stories, this remarkable saga offers an irresistible look inside a great American business success.
Most helpful customer reviews
6 of 6 people found the following review helpful.
A Fast Read--A drive down Memory Lane for someone who was a teenager in the 1960s
By Whetstone Guy
1. I concur completely with another reviewer, Paul Dsouza, whose review is below.
2. I do have a few other comments to add.
a. The book answered my question how Ray Kroc got started (he needed to support himself since he was 52 when he franchised McDonalds and was not living with his parents) with very little money in a business that now requires hundreds of thousands of dollars to start.
b. Ray Kroc made a number of mistakes. For one, his master agreement with the McDonald Brothers was so much in their favor that he constantly violated the agreement. Another mistake the book points out is that at the beginning he franchised some stores in California and could not effectively monitor these restaurants from his Chicago, Illinois area small business office.
c. Ray Kroc should never have have been the franchising agent for the McDonalds. He should have started a chain with a different name and used the McDonald Brothers as paid consultants. The McDonald brother's operations in California was just a local affair and the good will from their business to the Chicago area was zero. Why pay royalties when all he needed was their expertise! After a short while, Ray Kroc had more expertise in the fast food business than the McDonald brothers, but he was locked into their franchise agreement, which cost him $2.7 million in cash to buy out.
d. The book points out Ray Kroc's idiosyncrasies, some of which were politically incorrect, and many of which would be illegal today. One is not hiring women at the restaurants because he did not want the restaurants to be hang outs for teenagers.
e. Ray Kroc, as others in his time and now, changed the way food is prepared for restaurant chains. Now food is prepared by the suppliers; it is factory prepared food. That keeps costs down and makes for uniformity. There is a technology or science to preparing food. Ray Kroc was a big part of that movement.
f. Ray Kroc's personality is interesting. He was fair and honest with his franchisees and suppliers. He was well intentioned. He was not driven primarily by money as he was in building a business. He took the long view and basically gave away the franchises at the beginning. But like many managers who own their own businesses, he had a temper and acted inappropriately. By that I mean he fired people right and left for small or excusable reasons. His secretary, knowing better, failed to execute his firing orders to give Ray Kroc time to cool off.
g. The book is a fast read and very educational. I enjoyed reading it and recommend it highly. It was a drive down memory lane for me. Of course, it also shows how entrepreneurs succeed through drive, skill, and some luck.
3. Paul Dsouza's review:
I thoroughly enjoyed reading this book. The most interesting part is the actual history of the evolution of McDonald's- the company, the brand, the system. While many people can find fault with the fast food culture of the world and point a finger at McDonald's, one cannot ignore the incredible story that describes the creation of an entire culture. In fact, this book is a must-read for anyone who believes that great companies are created, not by great ideas, but disciplined execution, processes/systems and attention to detail. It taught me a lot about the workings of this giant even though I am not sure I would want to eat there anymore, particularly after reading "Fast Food Nation"!
0 of 0 people found the following review helpful.
WE HAD IT OUR WAY
By richard e whitelock
Now this is one American success story that everyone reading this review has played a part in. You should read this book for the sheer pleasure of better understanding what a startup business requires and how, by a series of chances, the right people are hired and make such considerable contributions to the overall success of the business. It is a book well researched and even better written. It is an adventure. It never becomes tiresome and at the end you marvel how it all came to be and at the same time you can better understand why it was a success. Ray Kroc was certainly a visionary. He had an idea about how things should be and what he didn't understand he was wise enough to hire managers who had the potential to understand, implement, control and adjust on the fly. And he allowed his managers to act and even make mistakes along the way.
Hooray for McDonalds and all those who believed in Kroc's way of doing things. You were justly rewarded financially. And to the author, thanks for writing a book that can be enjoyed by a cross section of all generations. As I said earlier, we all played a part in McDonald's success and continue to do so today.
0 of 0 people found the following review helpful.
Great Read
By chefjoe22
I purchased this book for an Economics course I was taking for school. Having been interested in the growth and success of McDonald's, I was excited to read this book. The book gives a thoughtful and unbiased account of McDonald's tremendous rise and popularity. Additionally, I found that I was enjoying myself when reading it as opposed to just reading because I had to. I would definitely recommend this book.
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