Tuesday, 18 June 2013

Ray Kroc

I was 52 years old. I had diabetes and arthritis. I had lost my gall bladder. But I was convinced that the best was ahead of me. I was still green and growing.

I spent a lot of time thinking about things. I imagine all kinds of situations and how I would handle them. Just thinking. When I was in high school and would come home all excited about some scheme I'd thought up. I never considered my dreams wasted energy; they were invariably linked to some form of action.

When I dreamed about having a lemonade stand, it was not long before I set up a lemonade stand.

What you think and dream will come true. It is a natural law. How long it takes to happen? Lemonade takes a few weeks. McDonald to be the biggest takes 20 years. In the business of hamburger.

That night in my motel room I did a lot of heavy thinking about what I had seen during the day. Visions of McDonald's restaurant sitting crossroads all over the country paraded through my brain.

It follows, obviously, that a man must take advantage of any opportunity that comes along, and I have always done that, too. I saw opportunity appear in the form of an ugly milk shake machine. It was not easy to give up security to strike out on my own.

One of the reasons his lease idea worked so well was that in the late fifties we did not have the fierce competition for commercial fringe property.

You have to spend money to make money.

The situation he forced us into is a good example of how adversity can strengthen you if you have the will to grind it out.

Perhaps the most positive result of the Bohr fiasco, was that it gave us courage to borrow heavily so we could expand McDonald's more rapidly.

The thing that has made this country great is our free enterprise system. If we have to resort to bringing in the government to beat our competition, then we deserve to go broke. If we cannot do it by offering a better 15 cent hamburger, by being better merchandisers, by providing faster services and a cleaner place, then I would rather be broke tomorrow and out of this business and start all over again in something else.

If I cannot offer a more useful app, a better looking icon, a faster timing, a more update route, a smaller app, a simpler app, then I should be out if the app business. I think I miss out the beauty and fun element.

My way of fighting the competition is the positive approach. Stress your own strengths, emphasize quality, service, cleanliness and value, and the competition will wear itself out trying to keep up.

Stress my strength in usefulness, speed, simplicity and sex.

I never hesitate to spend money in advertising and public relations, because I can see it coming back to me with interest. Of course, it comes back in different forms, and that may be the reason a begrudger cannot appreciate it. He has a narrow vision that allows him to see income only in terms of cash in his register. A child who loves our tv commercials and brings her grandparents to a McDonalds gives us two more customers. This is a direct benefit generated by advertising dollars.

Entering competition is important in London as there are 50 over bus app. Being the first will be priceless advertising and direct download. People don't care about anything other than top 2.

"I might have a successful restaurant," Art says, "but I'd have to think what it would cost me as an individual to buy the services I get from the corporation. The name itself is worth a lot, of course. National advertising with Art's Place? No way. Then there's purchasing power, hamburger u. Training for my manager, product development.. How could I do all that alone?

In an app, there is a write up marketing, a icon design, a name, coding, app development, server for timing, support, advertising income, public relation, provider relationship, changes in way of transportation route, schedule. Etc. it seems the only hard thing is the development of a time server.

Until the early 1970s, McDonalds was expanding almost exclusively in the suburbs. Yet for quite a while it had been spending a great deal on national advertising that was creating a latent, national wide demand for its product.

I believe that if you think small, you'll stay small.

In big cities with all kinds of shops and restaurants, you are only one of thousands of choices. But when you go into areas where there is nothing to do on Sunday afternoon, and people do not know how to spend their free time, your rate of frequency will go up dramatically. And there are literally thousands of areas like this where the monotony index is very high. These are people forgotten by industry and bypassed by superhighways and shopping centers. Yet they are important to us.

I try 20 apps. But they cannot compete eventually. Large city like London has 30 bus apps and 50 train apps. My app cannot be found. Small city like Dublin, there are only 5 apps. And they are all better than mine as time goes by. The income is only peanut a month in Dublin while that at London is 15 times. Why are the white more creative than Asian apps? Is it because of the cool weather. Or the fun loving? There is no local advantage at London or Dublin while I am in Asia. The west is free society while Asia is control society.

Can an app be beauty, simple, fun and addictive? My strength is speed, simple and style. What about the fun factor? I want a team of programmer, artist, designer and marketer. Does knowing the location of the bus fun?

280613 as I think of my cousin, I mistaken. And later she appears. What you think of. It will come to pass.

Yet I always admired Harry and liked what he said about getting out of the kitchen if you cannot stand the heat.

I believe in spending my money in useful ways.

You have always been a dreamer. A lot of people would say I'm dreaming. Well, they'd be right. I've been dreaming all my life. I'm dreaming about new things for McDonalds international operation. I still work for the company every day at the jobs I know and like best - developing new menu items and new real estate projects.

Where there is no risk, there can be no pride in achievement and, consequently, no happiness.

In 1983, McDonald's now serves 19 million people daily in its more than 9400 restaurants around the world.

Kroc has revolutionized an entire food service industry. Who among us is not now less tolerant of slow service, overpriced meals, soggy French fries, or a lack of cleanliness in eating place?

Aunt has the comfort when she knows the bus is coming in ten minutes! It is a peace of mind. Provide Spark of light to every users.

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