Raymond Albert "Ray" Kroc (October 5, 1902 - January 14, 1984) is an American businessman. He joined the California company McDonald in 1954, just months after the McDonald's brothers had branched out of their early 1940 operations at San Bernardino, with Kroc turning the chain into a global and ultimately global franchise, making it the most successful fast-food company. In the world. Controversially, Kroc will present himself as the founder of McDonald's during his later life. Kroc was included in Time 100: The Most Important Person of the Century, and accumulated wealth during his lifetime. He has the San Diego Padres baseball team from 1974 until his death in 1984.
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Kroc was born on October 5, 1902 in Oak Park, Illinois, near Chicago, to Czech parents, Rose Mary (Hrach) and Alois "Louis" Kroc. His father came from village B? Asy near Plze ?, Bohemia (now Czech Republic). Kroc's father had been speculating on the mainland during the 1920s, losing everything to a stock market crash in 1929.
Ray Kroc grew up and spent most of his life in Oak Park. During World War I, he lied about his age and became a Red Cross ambulance driver at 15. In Kroc's Red Cross company, which gathered in Connecticut for training, there was another boy who lied about his age to enter; his name is Walt Disney. The war, however, ended shortly after he was registered. During the Great Depression, Kroc worked various jobs selling paper cups, as a real estate agent in Florida, and occasionally playing piano in the band.
Maps Ray Kroc
Buying McDonald's
After World War II, Kroc found a job as a milkshake mixer salesman for food service manufacturer Prince Castle. When Prince Castle Multi-Mixer's sales dropped due to competition from cheaper Hamilton Beach products, Kroc was impressed by Richard and Maurice McDonald who had bought eight Multi-Mixers for San Bernardino, California, and visited them in 1954. Kroc became convinced that the concept and design of this small chain has the potential to expand the reach of the nation.
After being in about a thousand kitchens, Kroc believes McDonald's brothers have the best operation he has ever seen. The restaurant was clean, modern, mechanical, and the staff were professional and well groomed. Roadside hamburger restaurants more often than not a gathering place for motorcycle gangs and teenagers who rebelled, and Kroc saw McDonald's have a better vision for a restaurant. He once said, "In my experience, hamburger joints are nothing but jukeboxes, public phones, smoking rooms and leather jackets, I would not take my wife to a place like that and you would not take your wife."
Kroc opened the first McDonald's franchise under his partnership with McDonald's brothers in Des Plaines, Illinois.
After completing the franchise agreement with McDonald's brothers, Kroc sent a letter to Walt Disney. They met as an ambulance officer in Sound Beach, Connecticut during World War I. Kroc wrote, "I recently took over the McDonald's national franchise system, I would like to ask if there might be a chance for McDonald's in your Disney Development". According to one account, Disney agreed under the terms to increase the fries from ten cents to fifteen cents, which allowed him to earn a profit. Kroc refused to trim his loyal customers, leaving Disneyland to open without a McDonald's restaurant. Journalist Eric Schlosser, writing in his book Fast Food Nation, believes this is a re-storytelling of transactions by some McDonald's marketing executives. Most likely, the proposal was returned without approval.
Kroc has been credited with making a number of innovative changes in the food service franchise model. Chief among them was the sale of only a single store franchise instead of selling a larger territorial franchise that was common in the industry at the time. Kroc recognizes that the sale of exclusive licenses for large markets is the fastest way for franchisors to make money, but he also sees in practice the loss of the franchisor's ability to exercise control over the direction and direction of chain development. Above all, and in accordance with contractual obligations with McDonald's brothers, Kroc wants uniformity in service and quality among all McDonald's locations. Without the ability to influence the franchisee, Kroc knows that it will be difficult to achieve that goal. By granting the right franchisee the right to only one store location at a time, Kroc maintains to franchise some measure of control over the franchisee (or at least those who want to someday have rights over other stores).
Kroc's policies for McDonald's include building locations only in the suburbs, not in the city center because the urban slum belly may eat inside after the main hours are over. The restaurant should always be cleaned properly at all times, and the staff should be clean, tidy and polite to the children. The food should consist of restrictive, standardized content and restaurants, and is not permitted to deviate from the specifications in any way. No waste of any kind, Kroc insisted; every spice container should be completely clean. No cigarette machines or pinball games are allowed at any McDonald's.
Kroc had trouble enforcing his strict policies early on when some California franchisees started offering things that should not be on the menu, changing prices, recipes, or other violations. For the time being, Kroc suspended the grant of more McDonald's in California, preferring to concentrate in the Midwest, where he believed people were more conservative and less likely to challenge authority.
Kroc has an insulting view of the MBA and people who attend a business school or earn a bachelor's degree in management, believing that they have no competitive impetus or market understanding. For the time being, McDonald's has a policy of not hiring MBAs. He also forbids McDonald executives to have secretaries and requires them to answer their own phones. They were expected to follow the same dress and makeup rules as the rank-and-file employees in the restaurant, which included no shabby beards (although carefully treated facial hair is allowed), and they received corporate pamphlets praising their financial cleverness and responsibility. in the company and in their personal lives.
During the 1960s, a wave of new fast-food chains emerged that mimicked McDonald's models, including Burger King, Burger Chef, Arbys, KFC, and Hardee's. Kroc talks about competition with humiliation, saying that they do not offer the same quality of food, service, prices, or sanitation as McDonald's. He refused to join the fast food trade organization for fear of giving away his business secrets.
Kroc became frustrated with the desire of the McDonald's brothers to defend a small number of restaurants. The brothers also consistently told Kroc that he could not make changes to things like the original blueprint (different building codes in Illinois than in California), but despite Kroc's request, the brothers never sent a legal letter allow changes in the chain. In 1961, he bought the company for $ 2.7 million, calculated to ensure each brother $ 1 million after taxes. Getting funds for purchases is difficult because there is debt from expansion. However, Harry Sonneborn, whom Kroc calls "financial experts," is able to raise the necessary funds.
At the closing table, Kroc gets upset because the brothers will not transfer him real estate and rights to the original San Bernardino location. The brothers have told Kroc that they provided operations, property, and all to the founding employees. In his anger, Kroc then opened a new McDonald's restaurant near the original McDonald's, which had been renamed "The Big M" because the brothers were negligent in defending the right to that name. "The Big M" was closed six years later. It is said that as part of Kroc's promised purchase, under a handshake agreement, to continue the annual royalty of 0.5% of the original agreement, but there is no evidence of this beyond the claim by nephews of the McDonald's brothers. None of the brothers openly expressed disappointment over the deal. Speaking to someone about a purchase, Richard McDonald reportedly said that he has no regrets.
Kroc retained the "Speedee Service System" assembly line for hamburger preparations introduced by McDonald's brothers in 1948. He standardized operations, ensuring each burger would taste the same in every restaurant. He established strict rules for franchising about how food should be made, portion sizes, cooking methods and time, and packaging. Kroc also rejects cost-cutting measures such as using soy fillers in hamburger buns. This strict rule also applies to customer service standards with a mandate that money be returned to clients whose orders are not correct or to customers who have to wait more than five minutes for their food.
At the time of Kroc's death, the chain had 7,500 outlets in the United States and 31 countries and other territories. Total sales of its entire restaurant system was more than $ 8 billion in 1983, and its personal fortune reached about $ 600 million.
Baseball
Kroc retired from running McDonald's in 1974. When he was looking for a new challenge, he decided to return to baseball, his favorite sport of his life, when he learned that San Diego Padres would be sold. The team has been sold conditional to Joseph Danzansky, owner of a Washington grocery store, D.C., who plans to move Padres to Washington. However, the sale was tied up in lawsuits when Kroc bought a team for $ 12 million, keeping the team in San Diego. In the first year of Kroc's ownership in 1974, Padres lost 102 matches, but drew more than a million people in attendance, a box office success standard in major leagues during that era. Their previous top attendance was 644,772 in 1972. The San Diego Union said Kroc was "above all, his team's fans". On 9 April 1974, while Padres was on the brink of losing a 9-5 decision for the Houston Astros in the season opener at the San Diego Stadium, Kroc took the public address microphone in front of 39,083 fans. "I've never seen such a stupid game in my life," he said. The crowd cheered to agree. In 1979, Kroc's public interests in future free agent players Graig Nettles and Joe Morgan drew a $ 100,000 fine from Commissioner Bowie Kuhn. Frustrated with the team, he hands the team's operation to his son-in-law, Ballard Smith. "There's more to the future in hamburger than baseball," Kroc said.
After his death, Padres in 1984 imposed a special patch with the initials Kroc, RAK. They won the NL banner that year and played in the 1984 World Series. Kroc was inaugurated posthumously as part of the San Diego Padres Hall of Fame inaugural class in 1999.
Personal life
The Kroc Foundation supports research, treatment, and education on various medical conditions, such as alcoholism, diabetes, arthritis, and multiple sclerosis. It is best known for establishing Ronald McDonald House, a nonprofit organization that provides free housing for parents close to medical facilities where their children receive care.
As a lifelong Republican, Kroc strongly believes in self-reliance and firmly against the welfare of the government and New Deal. He generated significant controversy to donate $ 255,000 to Richard Nixon's reelection campaign in 1972, and was accused by some, notably Senator Harrison Williams, making a donation to influence Nixon to veto the minimum wage bill making his way through Congress.
In 1980, after a stroke, Kroc entered an alcohol rehab facility. He died four years later of heart failure at a hospital in San Diego, California, on January 14, 1984, at the age of 81, and was buried at the El Camino Memorial Park in Sorrento Valley, San Diego.
Kroc's first two marriages to Ethel Fleming (1922-1961) and Jane Dobbins Green (1963-1968) ended in divorce. His third wife, Joan Kroc, was a philanthropist who significantly increased his charitable contribution after Kroc's death, contributing to the various causes that interest him, such as the promotion of peace and nuclear nonproliferation. After his death in 2003, his remaining $ 2.7 billion worth of wealth was distributed among a number of nonprofit organizations, including a $ 1.5 billion donation to The Salvation Army to build 26 Kroc Centers, community centers serving underserved neighborhoods, across the country.
In popular culture
Kroc's acquisition of the McDonald's franchise and his "Kroc-style" business tactics are the subject of Mark Knopfler's 2004 song "Boom, Like That."
Kroc co-authored the book Grinding it Out released in 1977. It received positive reviews including from critic Ryan Stewman :. "Salesman to the seller, get the book and read it You must be inspired by that Ray, is one of us who made it!"
Kroc played by Michael Keaton in the film John Lee Hancock 2016 The Founder . The film illustrates the development of Kroc's franchise, national expansion, and the final acquisition of McDonald's, while being critical of its treatment of the founding brothers of McDonald's.
See also
- List of ambulance drivers during World War I
- The history of McDonald's
References
Further reading
-
Boas, Max; Chain, Steve (1976). Big Mac: The Invalid Story of McDonald - Byers, Paula K., and Suzanne M. Bourgion, eds. The World Biography Encyclopedia . Detroit: Gale Research, 1998, s.v. "Kroc, Raymond"
- Emerson, Robert L. New Economy Fast Food . New York: Van Nostrand Reinhold, 1990.
- Kincheloe, Joe L (2002). Burger sign: McDonald's and power culture . Philadelphia: Temple University Press. ISBN 978-1-56639-931-9. OCLCÃ, 47140812
- Love, John F. (1986). McDonald's: Behind Arches . Retrieved June 12, 2011 .
- Mattern, Joanne (2011). Ray Kroc: McDonald's Restaurant Builder . ABDO. ISBN 978-1-61613-559-1 . Retrieved June 12 2011 Ã,
- Reiter, Esther. Make Fast Food: From Wok to Fryer . Buffalo: McGill-Queen's University Press, 1991.
- Janice Claire Simpson, Ray Kroc: Big Mac Man (1978)
- Biography: Ray Kroc, Fast Food McMillionaire (1998) video
- Kroc, Ray (2016). Grinding It Out: Making McDonald's . ISBNÃ, 978-1-250-12750-1
External links
- Ray Kroc in Discover the Mausoleum
- TIME Profile magazine
Source of the article : Wikipedia
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