Umsunguli weMcDonald utshintshile ukudla eMelika
Ngo-1954, eneminyaka engama-52 ubudala, uKroc wayenza iinqanaba zakhe njenge-Prince Castle Multi-Mixer salesman xa wayefumana uRichard no-Maurice McDonald ncinane ivenkile ye-hamburger eSan Bernardino, eCalifornia.
Ukusekwa kwakulula, kukhonza izinto ezimbalwa kuphela: ii-hamburgers, iifriji zaseFransi, iziphuzo ezithambileyo kunye nobisi. Aba bazalwana babini baba ngumnye wabathengi abahamba phambili beKroc xa bethenga oomatshini bakhe abaningana kwiqumrhu lakhe lokufa.
UKroc, ukwazi ukuba kungani iMcDonalds ithengisa abaxube abaninzi kangaka, baphando ngokusekwa kwakhona. Ngenxa yokuqonda kwakhe oko abasebenzisi baseMelika ababefuna xa bedla, uKroc wacebisa ukuba abazalwana banwebe ngakumbi. Bambuza ukuba bangenza njani, kwaye wanikela ngeenkonzo zakhe waza waba ngummeli kazwelonke we-McDonald - uqala unyaka omtsha kwi-franchising. Yiloo ndlela iindawo zokudlela ezincinci eziqhakazile ziqala.
UMcdonald wokuqala
Ivenkile yokuqala evulekileyo ngo-1955 e-Des Plaines, e-Illinois, ukuphumelela impumelelo, kwaye umbutho waba yi-McDonald's Corporation. Kwiminyaka emithandathu kamva uKroc wathenga abazalwana abasungula i $ 2.7 yezigidi.
Ngowe-1965, kwakukho indawo engaphezu kwama-700 e-United States, emva kokwenza i-Kroc entsha yokwenza imali yokunikezela i-franchisee ilungelo lokugcina indawo enye yeevenkile ngexesha, ngaloo ndlela igcinwe amandla okulawula i-franchises kunye nokugcina ukulingana kwenkonzo kunye mgangatho.
I-Kroc yenze imisebenzi ehambelana ngokucacileyo kuyo yonke i -franchise kaMcDonald yokufaka iisabelo kunye nokulungiswa kokutya, ukupakishwa kunye nezithako.
Imigangatho yenkonzo yabathengi yayiphakamileyo, nangona ama-franchisees avunyelwe ukuba anqume indlela yokuthengisa amashishini abo.
Kungekudala ngaphambi kokuba uMcDaldald abanjwe kwamanye amazwe - ngo-2003, i-corporation yabamba amaziko angama-31,000 kumazwe angama-119 ehlabathini lonke. Abantu abangaba zigidi ezingama-47 babesetyenzwa imihla ngemihla, kwaye ukuthengisa kwakukho kwiibhiliyoni ezili-17 ezigidi.
Nangona i-Kroc engazange idale ingcamango yendawo yokutyela yokutya, yabona i-niche kwaye yavelisa icebo lokuguqula i-burgers, i-fries kunye ne-shakes in umbuso omkhulu. I-Kroc yayiyi-sticker for the consistency and cleanliness kuwo onke amaziko akhe. Kwaye wenza konke akwaziyo ukugcina iindleko ezantsi ukuze abantu abangaphantsi-mali bakwazi ukufumana ukutya kuMcDonald's.
I-Kroc iphucula inkqubo
Ingqiqo kaKroc yokumisela ukupheka kunye nenkqubo yokukhonza kuthetha ukuba zonke iinkqubo ziphumelele kwaye zifundeka ngokulula, kwanokuba ngabaqeshwa abatsha nabangenalwazi. Njengabasebenzi abaselula bahamba kwaye behamba, oku kubalulekile ekusebenzeni ukuze abathengi baqhubeke befumana ukutya ababekulindele ngexesha elifanelekileyo. Ukubuyiselwa kwembuyekezo kwagunyazwa kunoma imuphi umthengi omele alinde ngaphezu kwemizuzu emi-5 yokulandelana kwawo.
UKroc wamisela ilungiselelo lokufumana i-franchisee ukwenzela ukuba akhulise ubukho bakhe.
Wasebenzisa indlela yokuhlawula i-1.9 yeepesenti ikhomishini kwintengiso ye-franchisee, kunokuhlawula imali enkulu yokuqalisa.
Umnikazi waseSan Diego Padres
Ngowe-1974, uKroc washiya umhlala-phantsi njenge-CEO ye-MacDonald's kwaye, emva kokuthanda kwakhe kwinqanaba le-baseball, wathenga iqela laseSan Diego Padres. Nangona i-Padres ayenzanga kakuhle, uKroc wayenomdla-othandayo kakhulu kumanqaku, ekhupha iirekhodi zabo zangaphambili zangaphezulu kwama-350,000 ngo-1974.
Emva komdlalo owodwa ophazamisayo olwaphuka ngokumelene neHouston Astros, wasebenzisa idilesi yesidlangalaleni yesidlangalaleni ukuba axelele abalandeli beqela, "Ndiya kuhlupheka nawe; Ngowe-1979 uKroc wanikela imisebenzi yeqela kuBallard Smith, umkhwenyana wakhe, kodwa wahlala ngumnikazi weqela de wafa ngo-1984.
Njengoko iMcDonald yaba yinkampani enkulu yokutyela ehlabathini, umthengisi we-savvy uKroc waqhubeka ephila ngesiqubulo sakhe sokubonelela abathengi oko bafuna.
U-Kroc wayengusihlalo we-McDonald's Corporation ukususela ngo-1968 de wafa ngo-1984. Abaninzi abaphathi bakaMcdonald bahlala behlobisa iiofisi zabo ngeencwadi eziphethe i-Kroc eyintandokazi yokucaphuna:
"Akukho nto ehlabathini inokuthi ithathe indawo yokuphikelela." I-talent ayiyi kuba yinto eqhelekileyo kunabantu abangaphumeleli abanetalente. kwaye ukuzimisela kwedwa kuphela kunamandla onke. "