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"A marvelous, zesty read, filled with the optimism and enthusiasm of Ray Kroc." --"West Coast Review of Books"
"He was past fifty before he ever thought of getting into the fast food business. Within a decade he was a millionaire, and his odyssey is a classic success story!" --"Philadelphia Sunday Bulletin"
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Unlike most people who write about themselves and their businesses, Ray Kroc was pretty candid about the problems he had, the people who gave him a hard time, the mistakes he made, and his personal life. That makes this book very valuable to those who want to understand what entrepreneurship is all about.
As an adjunct to reading this book, I suggest that you also visit the McDonald's museum near O'Hare airport in Ray Kroc's first store. There are notes there about all of the problems that he had to solve over the years, many of which are described in the book.
Ray Kroc did not invent the original McDonald's concept, but what he franchised and eventually bought from the McDonald brothers was not yet a real business system. For example, when he first tried to duplicate the french fries that were so famous in San Bernardino, California, his french fries turned to mush. It turned out that the storage methods used by the McDonald brothers aged and dehydrated the potatoes a bit so that they could fry up nicely. Kroc had to invest in finding a process for doing that outside of the near-desert climate of San Bernardino.
The McDonald's system that we see today is the creation of Kroc's attention to detail, appreciation for consumer value, ability to solve problems, taking calculated risks that he could not afford to lose, and attracting talented people into the system. The book gives you a great sense of what that was like. Anyone starting an e-business today will be going through many of the same trials and tribulations.
The book is filled with wonderful stories about McDonald's and the people of McDonald's.
I have a special fondness for the subject since I grew up about a mile from the first McDonald's in San Bernardino, and have been eating their hamburgers now for over 50 years. It is truly awe-inspiring to me to see what has been accomplished from such humble beginnings.
Clearly, this book is a stallbuster for you in business. Kroc was 52 when he became interested in McDonald's. He had no special skills in restaurants. (The closest he came was in selling Lily cups and milk shake machines to restaurants, lunch counters, and drive-ins.) He had relatively little money to invest compared to the size of the opportunity. He ran into many obstacles that could have broken most businesses. Yet he just put his head down, and kept moving forward on the most important things. You can learn a lot from his determination.
Good luck with using this example to create a new set of practices for business that exceed what anyone has ever accomplished before!
Donald Mitchell
Coauthor of The Irresistible Growth Enterprise (available in August 2000) and The 2,000 Percent Solution
(donmitch@fastforward400.com)
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