Franchisor Marketing

From “McDonald’s:  Behind the Arches” by John Love.

“Ray Kroc’s genius was building a system that requires all of its members to follow corporate-like rules but at the same time rewards them for expressing their individual creativity.”  [p.8]

 [LEFT: Fred Turner and Ray Kroc at the 2500th McDonald's store. Fred Turner is holding a mop and Ray Kroc is holding a broom.  Photo courtesy of McDonald's Corporation]