Ray Kroc Grinding It Out

Today, McDonald’s has become synonymous with American fast food, but it started with one man: Raymond Albert Kroc. Better known as Ray Kroc, he is regarded as one of the most successful and influential entrepreneurs in the twentieth century. In his autobiography Grinding It Out, Kroc carefully recounts the birth of his famous restaurant. Beginning with a crucial encounter with Dick and Mac McDonald, Kroc catalyzed the expansion of a small, unremarkable restaurant in San Bernardino, California into America’s most prominent fast food restaurant. With the success of McDonald’s, he propelled the American food and restaurant culture into a new era of reliable service while upholding the quintessential American values of perseverance and innovation.

From his relatives, Kroc discovered the importance of cleanliness and passion (Kroc 14, 16). Kroc recalls how his grandmother meticulously “covered [the floor] with newspapers all week long” and once a week, “scrubbed [them] vigorously with steaming hot soapy water” (Kroc 14). Her obsession for cleaning would reflect Kroc’s policies for his franchisees, as unconditional cleanliness became a requirement (Kroc 80). Kroc’s fastidious attitude toward franchisees, and the cleanliness of their stores paralleled his grandmother’s endeavor for absolute perfection – even for him, “everything else was secondary” (Kroc 80). Kroc’s well-maintained stores attracted new customers and provided incentive for the return of established ones. Another quality that contributed to Kroc’s successful franchises was his deeply rooted sense of dedication born out of the “hours of disciplined practice” of piano his mother subjected him to (Kroc 16). With this strict regimen, she fostered in Kroc ideas of devotion, perseverance, and commitment that would be instrumental to his ability to overcome difficulties. In addition, Kroc imposed the same rigorous standards his mother held him to onto his franchisees (Kroc 80). Just as his mother demanded hours of practice, Kroc demanded hours of hard work in cleaning stores, training employees, and capturing the values McDonald’s promised

Kroc marketed Lily Cups, a cheap paper alternative to ordinary glasses, and later, the Multimixer (Kroc 23, 55). A revolutionary product, the Multimixer could mix five milkshakes simultaneously (Kroc 55). During this time, Kroc gained valuable experience from working with new, upcoming businesses like Dairy Queen and A & W Root Beer (Kroc 63). He learned essential characteristics of a successful restaurant and the ability to differentiate mediocre restaurants from highly successful ones (Kroc 63). When he witnessed their efficient cooking system combined with a simple menu and an authentic name, Kroc immediately predicted the success of McDonald’s (see Fig. 1). Astonished, he confessed to the McDonald brothers, “I have never seen anything to equal the potential of the place of yours” (Kroc 11-12). Kroc understood the defining characteristics of a successful restaurant and believed that McDonald’s possessed them, so he obtained franchising rights to it and used compelling marketing techniques amassed through his career to expand (Kroc 72). In fact, his business partner’s wife, Aloyis Sonneborn commented on how persuasive Kroc could be; he was able to “make a hamburger sound as appealing as filet mignon” (Kroc 157). Kroc’s convincing demeanor, born out of persuading customers of the necessity of paper cups and Multimixers, sold a promise of a successful