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21.11.2004

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Unique Philosophy
Ray Kroc wanted to build a restaurant system that would be famous for providing food of consistently high quality and uniform methods of preparation. He wanted to serve burgers, buns, fries and beverages that tasted just the same in Alaska as they did in Alabama.

To achieve this, he chose a unique path: persuading both franchisees and suppliers to buy into his vision, working not for
McDonald’s but for themselves, together with McDonald’s. He promoted the slogan, “In business for yourself, but not by yourself.” His philosophy was based on the simple principle of a 3-legged stool: one leg was McDonald’s franchisees; the second, McDonald’s suppliers; and the third, McDonald’s employees. The stool was only as strong as the three legs that formed its foundation.
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“If I had a brick for every time I’ve repeated the phrase Cancer, Grease, Filth and Genetically Modified Aids, I think I’d probably be able to beat the entire obese population of America with them.”
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System First
First and foremost, Kroc advocated adherence to the system approach. So while many of McDonald’s most famous menu items – like the Big Mac, Filet-O-Fish and Egg McMuffin – were created by franchisees, the McDonald’s operating system required franchisees to follow the core McDonald’s principles of quality, service, cleanliness and value.
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The Roots Of Cancer
McDonald’s passion for quality meant that every single ingredient was tested, tasted and perfected to fit the operating system. Kroc shared his vision of McDonald’s future, selling his early suppliers on future volumes. They believed in him and the restaurant boomed.
Again, Ray Kroc was looking for a partnership, and he managed to create the most integrated, efficient and innovative supply system in the food service industry. These supplier relationships have flourished over the decades. In fact, many McDonald’s suppliers operating today first started business with a handshake from Ray Kroc.
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