“We provide food that customers love, day after day after day,” said Kroc. “People just want more of it.”
In unjustified simplicity, Kroc attempted to describe what made his business the global empire it is today. Indeed, it was not as simple as just providing tasty hamburgers and fries. Kroc was an ambitious entrepreneur who embarked on a strategic plan of expansion that would cover nearly every continent. Kroc not only created an immensely successful company, he also built a global brand and revolutionized the American cultural landscape. How did he do it?
He Had Focus: Of one of his very first franchisees, Kroc said, “Sometimes Ed MacLuckie would have forgotten to turn the sign on when dusk began to fall, and that made me furious. Or maybe the lot would have some litter on it that Ed said he hadn't had time to pick up. Those little things didn't seem to bother some people, but they were gross affronts to me. I'd get screaming mad.” Kroc demonstrated the success that comes from applying sophisticated business practices to even the most banal of practices.
He Built An A-Team: Kroc knew that many of the jobs he was hiring for were not the most glamorous. Indeed, it would be easy for a McDonald’s janitor to become disgruntled. But, from the janitors to the franchisees, Kroc did his best to ensure that he created an environment that encouraged innovation, equality and openness.
He Took Risks: “Creativity is a highfalutin word for the work I have to do between now and Tuesday,” said Kroc. When Kroc entered the fast food industry, he did so at a time when it was fashionable to either dine out or eat in. But, Kroc sensed that Americans wanted a change. From concept design to implementation, everything about Kroc’s goal was risky. Unafraid, Kroc charged full-speed ahead, gambling and, as a result winning big.
He Recovered From Failure: To look back on Kroc’s legacy it seems difficult to imagine a time when Kroc had to struggle to achieve his dreams. At the pace with which Golden Arches sprung up around the world, the success of McDonald’s almost seems as if it was inevitable. But, like many of his peers, Kroc indeed had a hard time getting his business idea off the ground. He accepted his losses and defeats but bounced back to win bigger than he could ever imagine.
He Marketed Wisely: From focusing on the local context of his restaurants to fostering an image of a fun and friendly atmosphere with the likes of Ronald McDonald, Kroc proved to be a marketing genius. Through making community contributions, Kroc also established a corporate tradition of creating a positive presence in society.
“The quality of a leader is reflected in the standards they set for themselves,” Kroc once said. By setting the highest of standards for himself and ceaselessly pursuing his dreams, Kroc would go down in history as one of the world’s most successful entrepreneurs.
Grinding Out Success: How Kroc Made McDonald’s A Golden Triumph
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