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By granting a franchisee the right to only one store location at a time, Kroc retained for the franchise some measure of control over the franchisee, or at least those desiring to someday own the rights to another store. Without the ability to influence franchisees, Kroc knew that it would be difficult to achieve that goal. Above all else, and in keeping with contractual obligations with the McDonald brothers, Kroc wanted uniformity in service and quality among all of the McDonald's locations. Kroc recognized that the sale of exclusive licenses for large markets was the quickest way for a franchisor to make money, but he also saw in the practice a loss in the franchisor's ability to exert control over the course and direction of a chain's development. Chief among them was the sale of only single-store franchises instead of selling larger, territorial franchises which was common in the industry at the time. Kroc has been credited with making a number of innovative changes in the food-service franchise model. Most probably, the proposal was returned without approval. Writer Eric Schlosser, writing in his book Fast Food Nation, believes that this is a doctored retelling of the transaction by some McDonald's marketing executives. Kroc refused to gouge his loyal customers, leaving Disneyland to open without a McDonald's restaurant. According to one account, Disney agreed but with a stipulation to increase the price of fries from ten cents to fifteen cents, allowing himself the profit. I would like to inquire if there may be an opportunity for a McDonald's in your Disney Development". Kroc wrote, "I have very recently taken over the national franchise of the McDonald's system. They had met as ambulance attendant trainees at Old Greenwich, Connecticut during World War I. Īfter finalizing a franchise agreement with the McDonald brothers, Kroc sent a letter to Walt Disney. When Prince Castle Multi-Mixer sales plummeted because of competition from lower-priced Hamilton Beach products, Kroc was impressed by Richard and Maurice McDonald, who had purchased eight of his Multi-Mixers for their San Bernardino, California restaurant, and visited them in 1954. Ray Kroc's first ( McDonald's ninth) restaurant, which opened April 1955 in Des Plaines, Illinois, US.Īfter World War II, Kroc found employment as a milkshake mixer salesman for the foodservice equipment manufacturer Prince Castle. During the Great Depression, Kroc worked a variety of jobs selling paper cups, as a real estate agent in Florida, and sometimes playing the piano in bands. The war, however, ended shortly after he enlisted. During World War I, he lied about his age and became a Red Cross ambulance driver at the age of 15 years old, alongside Walt Disney. Ray Kroc grew up and spent most of his early life in Oak Park. After immigrating to America, Alois made a fortune speculating on land during the 1920s, only to lose everything with the stock market crash in 1929. Rose's father Vojtěch was from Ševětín and her maternal grandfather Josef Kotilínek was from Bořice. Alois was born in Horní Stupno, part of Břasy near Rokycany. Kroc was born on October 5, 1902, in Oak Park, Illinois, near Chicago, to Czech-American parents, Rose Mary (1881–1959) and Alois "Louis" Kroc (1879–1937).