Word: kroc
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...that proposal is known as the "McDonald's plan" because it has been strongly pushed by the McDonald's hamburger-stand chain, which employs 80,000 teen-agers−more than all but a few businesses in the nation. McDonald's is headed by Chairman R.A. Kroc, who gave $250,000 to the Nixon campaign last year...
...KROC, 70, Chicago, chairman and chief executive officer of McDonald's Corp., Oak Brook, Ill. Gifts: Nixon...
...Kroc's Chicago friends scoffed, but once they saw the crowds line up to buy at his first stand, 15 of the scoffers took out franchises. Since then, demand for franchises has become so hot that Kroc has increased his price from the original $900 to $12,500, plus a 2.2% royalty on monthly sales. Currently, there is a paid-up backlog of 60 would-be licensees waiting (some for more than a year) for a Kroc-assigned location. Including down payments on equipment, rent and signs (all paid to Kroc), plus working capital, a licensee needs at least...
...grade chuck (fat content 17% to 20%), formed into 1.6-oz. patties 3⅝ in. in diameter. Each is to be garnished with ¼ oz. onions, one teaspoon of mustard, one tablespoon of catsup and a pickle 1 in. in diameter. A third of the manual is devoted to Kroc's fetish: cleanliness. So strict is he about it that he posted a sign by the coffee machine in the home office threatening that "anyone who throws sugar wrappers or empty paper cups on the floor will be fired...
Scorning relaxation despite his mounting fortune-he owns 52.5% of McDonald's Corp. stock, has given the rest to employees-Kroc still spends half his time darting about the country in a company Aero Commander to size up new locations and licensees. To keep his drive-ins from becoming teen-ager jukebox jungles, he tries to build his trade around the station-wagon set. ("We count church steeples, not cars, when we are deciding where to locate.") And despite mounting competition from a score of rival chains that have copied his system, he confidently expects to have 550 drive...