Key Themes:
Business, Entrepreneurship, Strategy, Overcoming Challenges, Franchising,
Summary
Grinding it Out: The Making of McDonalds by Ray Kroc is a modern day ‘rags to riches’ tale from an entrepreneur that has changed the way we live! Kroc was 52 years-old when he met the McDonald brothers and opened his first franchise. Now a global phenomenon, Kroc has revolutionised food service automation, franchising, training and systems and advertising. He is more than just an exceptional businessman – he’s a pioneer! This book is his story and takes you behind the scenes in his own words. Perceptive, a natural storyteller, people watcher and with boundless energy – whatever you think of his brand, you’ll be inspired by his story
Content Overview:
This 1977 memoir unveils the man behind the phenomenon that is McDonalds. It’s fair to say that Kroc’s early career as a salesman wasn’t an instant success – moving from one product to another. At the age of 52, he met the McDonald brothers and turned their small fast food restaurant into a global brand. He totally revolutionised the American restaurant industry – Harvard Business School calling him ‘the service sector’s equivalent to Henry Ford’.
Kroc notes that as a salesman he had to ‘grind it out’, but recognises that without these challenges and setback, he wouldn’t have had the tenacity and will to succeed.
Whilst selling his Multimixers to dairy bars and soda counters, he came across the McDonald brothers. They so impressed him with their operational nous and speed of service that he hadn’t seen previously in the restaurant industry that he encouraged them to allow him to open a chain of restaurants using their model. Whilst his initial thought was to sell more Multimixers, the brothers agreed to let Kroc handle the opening of more stores and he signed a contract with them.
The book details his challenges getting the McDonalds formula correct – even having initial challenges to get the fries to taste right. His attention to detail and key understanding of his customer meant that he could focus on creating a unique process manual and exacting training that ensured that wherever you eat your ‘McDonalds’ you are sure to receive the same service and taste experience.
His franchise model allowed small businessmen to thrive by operating one or more locations. He expanded the menu offering to include the Big Mac, Filet-o-Fish and the Egg McMuffin – all staples in today’s restaurants. Each of the owners benefited from the brand recognition, consistency of product and service and advertising on a national level.
Kroc was the king of thrift and he was a great caretaker of company money. He was also an expert in managing stress, hiring the best people he could afford and building an ever-expanding company. He had a keen understanding of marketing and was way ahead of his time in building his brand. This book shows how and why Kroc built the business in the way he did and the challenges he faced along the way. It’s a warts and all book that demonstrates that being focused, a visionary and putting in the hard yards can deliver unbelievable success – whatever age you start.
Rating: 8.5/10
Kroc’s story of how he built a global brand is a fascinating insight into the creation of an empire. His rise from salesman to entrepreneur shows how the value of focusing on a niche, creating robust systems and processes and taking risks can pay huge rewards.
Readability: 9.5/10
Kroc’s ability to weave his story and to bring the history of one of our most iconic brands to life has created a page-turner. His honesty, enthusiasm and spirit of ‘can do’ ensures you don’t need to love the brand to like and admire the story.
Does what it says on the tin: 9/10
Yes – you will be inspired, motivated and filled with inspiration. Kroc proves it’s never too late to start and grow a business you believe in.