Indlela uMpilo kaRay Kroc kunye noMoya woShishino owakha ngayo uMcdonald's Brand
Usomashishini uRay Kroc akazange aqalise ikhenketho le-McDonald yokutyela. Kodwa ngaphandle kombono kaRay Kroc , ukhenketho lokutya okusheshayo waseMerika kungenzeka ukuba awuzange ube ngumqondiso wehlabathi ophawulekayo namhlanje. Ikholeji yasungulwa ngabazalwana bakaMcDonald, uRichard noMaurice, ngowe-1940.
Kungokwemvelo ukuba ixabiso le-founder yaliphi na inkampani lifumana indlela yalo kwiifosfiya zenkampani kunye nomgaqo-nkqubo we-mission.
Kwimeko kaMcDonald, kunjalo, akucaci kakuhle ngenxa yokuba uMcDonald wayeseyinkampani yokutya yokutya okukhawulezayo xa uRay Kroc ekhubeka kuyo, ekugqibeleni wayithenga ngo-1961.
Isiseko somsebenzi kaMcDonald saqala kuqala ukwakhelwa ngabazalwana bakaMcDonald kwaye emva koko baqiniswa phantsi kolawulo lukaRay Kroc. Xa ebheka ubomi bokuqala bukaKroc, kunye nembali yokuqala yeMcDonald's, kulula ukubona indlela imeko kaRay Kroc ebangela ngayo ubomi bakhe, nendlela ifilosofi yakhe yokuphila kwathonya ngayo ukuveliswa kwempawu zikaMcDonald.
I-McDonald's Fast Food Restaurants Statement
Ukuba awuzange ukwazi ukuba yeyiphi i-chain yokutya yokutya okukhawulezayo, ucinga ukuba iMetrodiald's mission statement ingabakho kwiyunithi yokutya yokutya okukhawulezayo e-US Kodwa ngaphaya komgaqo-mishini, uMacDaldald ufumana isicwangciso seMilinganiselo esixhenxe ekhethekileyo kuMcDonald kunye nokudala uhlobo lwamava ukuba abathengi behlabathi lonke bayazi ukuba nguMcdonald's kuphela.
Abacebisi abaMsunguli kwiMicroonald's Restaurant Mission
Wazalelwa ngo-5 Oktobha 1902 kubazali baseCzechoslovakia, uRay Kroc, wakhulela e-Oak Park, e-Illinois. Waya kwii-Oak Park kunye neZikolo eziPhakamileyo zaseHlathini ze-Forest. Xa wayeneminyaka eli-15 ubudala, uRay Kroc weva ngeMfazwe Yehlabathi Yeyokuqala kwaye, emva kokulala ngobudala bakhe, waqala ukuqeqesha njengomqhubi we-ambulensi.
Ngaphambi kokuba iKroc ibone umsebenzi osebenzayo, nangona kunjalo, imfazwe iphelile.
Ngethuba loqeqesho lwakhe lwezobugqirha emkhosini, uKroc wadibana noWalt Disney (oye wabumba nomhla wokuzalwa kwakhe epasipoti ukuba angena emkhosini), kwaye bobabini baba ngabahlobo. Kulula ukubona indlela iintaka zeentsiba zihlangene kunye lo buhlobo kuba babini bobabini bezinto ezintsha zokudala kunye nabadali bamabono. Nangona indlela yamaDisney yamyisa kumashishini okuzonwabisa kwaye uKroc wamthabatha kwi-indastri yokutya yokuthengisa, iindlela zeenkampani ezimbini iinkokeli eziqhelekileyo zadalwa ziya kuphinda ziwele kwixesha elizayo.
Uqeqesho lukaKroc njengomqhubi we-ambulance wexesha lokulwa alizange kumncedise kwimisebenzi yakhe emva kwemfazwe. Waqhawula phakathi kwemisebenzi kunye nokuhweba. Wayesebenza njengomqhubi wepiyano, i-DJ yomsakazo, umthengisi wendebe yephepha, umthengisi wekhofi wangoo-door-to-door, kwaye watshintshana nomsebenzi kwindawo yokutyela egumbini kunye nebhodi. Yayiyinto yokuba ngumthengisi womshishini we-milkshake oya kumkhokelela ekupheleleni kwakhe kwi-top of one of the largest chain chain kingdoms ehlabathini.
U-Kroc wayehamba ngaphesheya kwe-US ethengisa i-Multi-Mix ubisi ukugubha umatshini xa wafumanisa abazalwana bakaMcdonald. UDick noMack McDonald babenomncinci omncinci weenkampani ezisi-9 kunye ne-21 zokutyela .
Emva kokudala inkqubo eyenziwe ngokuzenzekelayo kunye nenkqubo yokupheka nokukhonza ukutya kwindawo yokudlela encinci, abazalwana baseMcdonald baxhomekeke ekunikeleni ukuzalwa "kokutya okukhawulezayo".
Ngenxa yevenkile yokuthengisa kunye namava okuthengisa, uKroc wabona ubuchule kunye nokukwazi ukucinga ngokutya okukhawuleza kokutya abazalwana bakaMcDonald. Okokuqala wayecinga ngokuxhaswa kwi-McDonald's abazalwana abaphumelelayo kwiinkcukacha zokutya zokutya ngokubhekiselele kumbono wokuthengisa ubisi. Endaweni yoko, uKroc wagqiba ekubeni ngummeli welizwe lokuthengisa i-franchise abazalwana esikhundleni sikaMcDonald.
I-franchise yokuqala eyithengiswayo yathengiswa yona. Indawo yokuqala yokudlela yaseMcdonalds yeKroc yavulwa ngo-Apreli 15, 1955, e-Des Plaines, IL. I-Kroc yenzelwe ukuba indawo kaMcDonald ibe yinto "yokumisela" ivenkile yokuthengisa i-franchise, eyayiza kumnceda ukuba athengise iikontraka zokuthengisa.
Enyanisweni, ngowama-1960 i-chain McDonald yayineendawo ezingama-50 zokuthengisa.
Abazalwana bakaMcdonald babenxininisa ukuba zonke i-franchisees zihambelana nezikhokelo eziqinileyo kwaye zihambelana ngqo kwinkqubo yokutyela njengoko beyidalile. U-Kroc wayevalelwa yile miqobo, ngoko ngo-1961, wathenga i-chain McConald's yokutya kwinqanawa evela kumzalwana kaMcdonald nge $ 2.7 yezigidi.
Umsebenzi kaRay Kroc wokwakha uMcdonald's Brand
Nangona uKroc wayecinga ukuba abazalwana bakaMcDonald babekhuselekile kakhulu ngama-franchisees abo, kuthiwa uKroc wayefanayo. Wenqaba ukuthengisa nayiphi na umntu omnye ngaphezu kwe-franchise enye indawo kwaye wagxininisa ukuba indawo nganye yokutyela igcine ihambelane ne-McDonald's system. Nangona kwakungabikho amagama okuchaza ngalo xesha, uKroc wayengakhethi nje ukwakha ikhenketho yokutyela, wayeyakha enye yezinto ezixabisekileyo zehlabathi.
Ngowe-1954, nangaphambi kokuba uKroc avule i-franchise yokuqala kaMcDonald, waqhagamshelana no-Walt Disney wakhe umkhosi, ebuza ukuba kukho ithuba lokubeka indawo yokudlela yaseMcDonald kwindawo epaki ye-"Disneyland" engakavulwa. Ingxelo iWalt yadlulisela ulwazi kwi-VP ekuhlawulweni kwemvume, kodwa uKroc wathi akazange aphinde adibanise kwakhona. I-Disneyland Park yavula - ngaphandle kokutya kweMcDonald - inyanga ezintathu kunye neentsuku ezimbini emva kwe-Kroc yokuqala ye-franchise.
Bobabini iDisney kunye neKroc bakha ezimbini iimpawu ze-American iconic, ngoko ke kwakungokwemvelo ukuba iinkampani zidibanise ngenye indlela. Ngama-1980 uMcDonald waqala ukukhuthaza amafilimu akwaDisney kunye neentshukumo zeDisney kwiSondlo eziNyisayo. Ngowe-1996 le nkampani ezimbini zasayina isivumelwano seminyaka elishumi apho uMcdonald avumile ukukhuthaza amafilimu e-Disney kunye nokunyusa ukunyusa ukutya kunye nokuxhasa iWitt Disney World. UMcDonald wayeyinkampani yokudlela yokuqala evunyelwe ukuvula iivenkile zokutyela kwiLizwe leWalt Disney.
Ingxelo malunga nekhosi yesivumelwano seminyaka eyi-10, uMcdonald uhlawule ngaphezu kwee-1 billion zeebhiliyoni waza wahlawula i-Disney eyi-100 million yezigidi ezibuyiselwayo. Umoya loshishino lwaba bobabini wabakhokelela ekuphumeleleni ngokwabo kunye nokushiya imvelaphi yelifa, elibonakaliswa kwingxelo nganye yeenkomfa zenkampani.