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Moreover, the quiet pleasures of retirement could hardly match the kick that Kroc, the unsuccessful piano player, gets from finally wowing an audience. "When you are in this business you are in show business," he says. "Every day is a new show. It's like a Broadway musical-if people come out humming the tune, then the show was a success." Today, Ray Kroc's show will play to standing-room-only crowds at more than 2,500 houses round the world. More than a few patrons will walk out, stomachs full, humming his tune: "You deserve...

Author: /time Magazine | Title: FOOD: The Burger That Conquered the Country | 9/17/1973 | See Source »

Fast-Food Pharaoh. The man behind this success is named not Ronald McDonald, the ketchup-topped clown celebrated in company advertising, but Ray A. Kroc, a crusty, saltily spoken 71-year-old Chicagoan who is rather amused to find himself the pharaoh of fast food. "When I was a little boy, my father took me to a phrenologist," he recalls. "I was told that I would make my best living either in the food business or as a musician. You know, I've done both." After serving alongside Walt Disney in the World War I Red Cross Ambulance Corps...

Author: /time Magazine | Title: FOOD: The Burger That Conquered the Country | 9/17/1973 | See Source »

...French fries warm," claims Richard McDonald, now retired in Bedford, N.H. (Maurice died in 1971). The McDonalds franchised six more outlets, on which they began putting golden arches in 1952. Two years later, the chain had grown enough to buy eight Multimixers for a single restaurant from Ray Kroc-who was so startled by the size of the order that he flew to San Bernardino to see what kind of business could be producing...

Author: /time Magazine | Title: FOOD: The Burger That Conquered the Country | 9/17/1973 | See Source »

...became the kid's job to get the straws and the napkins," says Turner. "It cost a lot, but it was nothing compared with the repeat business we get because kids insist on going there." Indeed, not a few mothers have found that their children prefer Ray Kroc's burgers to Mom's own. "It's a fun place," says a Fort Lauderdale, Fla., 13-year-old. "It's like a circus. I feel happy here...

Author: /time Magazine | Title: FOOD: The Burger That Conquered the Country | 9/17/1973 | See Source »

...Kroc codified McDonald's policies into a kind of fast-food religion summed up in the initials QSC (for Quality, Service, Cleanliness), a set of letters that every McDonald's employee is taught to utter reverently. The stamp of Kroc's personality, and business genius, is clearly on those letters, especially C. Says Kroc: "We made sure that no McDonald's became a hangout. We didn't allow cigarette machines, newspaper racks, not even a pay telephone. We still don't. We made the hamburger joint a dignified, clean place with a wholesome atmosphere...

Author: /time Magazine | Title: FOOD: The Burger That Conquered the Country | 9/17/1973 | See Source »

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