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Built McDonald's into a global franchise
25 records in all
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Frustrated by the brothers' resistance to expansion and changes, Kroc bought the company for $2.7 million. Although the price was high and he had to borrow funds while already in debt, he secured the rights to the 'McDonald's' name which he felt was essential.
LessonSometimes you must take a significant financial risk to gain full control and protect the brand identity you believe in.
Ray Kroc was initially skeptical about New Zealand, calling it a dead hole. However, the Morris brothers secured a franchise by negotiating a deal to export New Zealand cheese to the U.S. to offset equipment import costs.
LessonLocal partners can overcome a founder's bias by proposing creative financial structures that mitigate risk.
After concerns that outdoor metal playgrounds were dangerous, the company moved them indoors and switched to softer plastic materials. They rebranded these areas from Playlands to PlayPlaces.
LessonAdapting physical infrastructure to address safety concerns is vital for maintaining a family-friendly brand.
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