McDonald's Philosophy and History
From the small restaurant in 1955 to today, McDonald's has been striving to be Our Customer’s Favorite Place and Way to Eat
The story of Ray Kroc, founder of McDonald's and the origin of McDonald's business philosophy
In 1954, Ray Kroc discovered the best hamburger made by the McDonald brothers.
McDonald history dates back to 1954 when Ray Kroc visited a hamburger restaurant in California. One day, Kroc, a milkshake machine salesman went to the McDonald brothers' hamburger restaurant and ordered a burger. He found himself impressed by its incredibly delicious taste. The menu was somehow simple and cheap, but the taste and quality were mind-blowing.
200 more restaurants opened in five years after its first opening in Illinois in 1955.
Kroc proposed his grandeur vision of opening McDonald's stores across the United States to the McDonald's brothers. In 1955, Kroc ambitiously unveiled McDonald's first official franchise in Des Plaines, Illinois. From that moment on, it took only five years to open 200 more stores after tremendous success.
Ray Kroc, the root of McDonald's business philosophy
Kroc devoted himself to McDonald's right up before he died at the age of 81 in January 1984. Whenever a new franchise was opened, he thoroughly reviewed its first-day sales report and kept a hawk's eye over how the new management s ran the business. Ray Kroc's true legacy is the creation of an innovative business model and system which stimulate growth for all in an equal and horizontal business relationship. Kroc created an entirely new business structure that enables all franchises, suppliers, and employees to excel themselves by demonstrating his exceptional capability as a gifted leader. Entrepreneurs today speak highly of him for making contributions to the settlement of advanced corporate culture.
Three-legged Stool' Philosophy
Kroc always pursued his management philosophy of quality food and impeccable service for every time and everywhere. To realize his philosophy, he set out the vision of "work for yourself with McDonald's, not for McDonald's. Kroc is famous for his slogan "In business for yourself, but not by yourself". Kroc's vision is based on the Three-Legged Stool philosophy, with the three legs representing franchise partners, suppliers and employees. This is the secret of McDonald's serving as a role model in franchise and leading the world's largest franchise business for nearly 60 years.
McDonald's Four Promises: Quality, Service, Cleanliness, and Value (QSC&V)
"If I had a brick for every time I’ve repeated the phrase QSC and V (Quality, Service, Cleanliness, and Value), I think I’d probably be able to bridge the Atlantic Ocean with them." Ray Kroc
Ray Kroc was a PERFECTIONIST.
He would say that McDonald's is more devoted than anyone
in the worldwhen it comes to the hamburger business.
From the beginning, he promised to
provide customers with kind services and
reasonably-priced quality food in clean restaurants.
Ray Kroc referred to McDonald's such corporate
spirit as QSC&V (Quality, Service, Cleanliness, and Value)
which remains as McDonald's core values even today.
*QSC&V : Quality, Service, Cleanliness and Value
QSC&V is McDonald's corporate spirit of providing customers with clean food with the best quality and kind services.