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I must read the book. I enjoyed the movie.I read "McDonalds: Behind the Arches" by something Lowe [?]. While Kroc was among the first to move in on the fast food industry back then, his success was the ingenious way he go about benefiting both the franchisee, the customer and ultimately himself.
There's the real estate business Skate pointed to. There's those thousands of innovation, fast service etc. that he/they introduced.
But a big lesson I took away from it, and one I still hear are not being followed from not just the listed franchiser [Retail Foods Group? The one owning OZ Dunkin Donuts, Gloria Coffee etc... nearing collapse]... and a small time franchiser who's a son of a dad's friend... which they brag on a lot not realising that that's not how you make long term profit.
Anyway... most franchisers back in Kroc's day doesn't care to do what he does. They just buy a state or major territory franchise and profit by selling regions off.
Or they bulk buy the products/supplies, on sell to the franchisee at a mark-up... and doesn't care if those franchisee of theirs survive or not as their model was profiting from supplying to the franchisee more than the profit sharing.
McDonalds profit by, one... getting the rent where the franchisee operates. That also help them control quality and operation, kicking out underperforming operators. IT also mean their people get to decide where it's best to operate a Macca. i.e. working class neighbourhood. And not over do the stores opening.
So that provide the cashflow they need.
Most important, they actually did not markup the supplies they sell to their franchisee. Letting them be profitable and that in turn make McDonald profitable and consistent.
To me it was the discovery of the McDonalds brothers original burger bar and the efficiencies they had set up.. with the convenience to the customer being rapid delivery.
I might be wrong but Kroc really discovered the real estate factor as a work around because he had problems dealing with one of the brothers? ...Ahh not sure ... I must watch it again