From Silent Films to Snack Bars
In 1926, brothers Maurice “Mac” and Richard “Dick” McDonald left Manchester, New Hampshire, for Southern California, aiming to make it in Hollywood. They hauled sets at Columbia Studios, but dreams of producing films faded. In 1930, they opened a movie theater in Glendora. The venture failed during the Depression.
Citrus Stands and Strategic Moves
They pivoted to food, building the Airdrome stand near a small airport in Monrovia. Selling hot dogs and fresh orange juice, they thrived and expanded. In 1940, they relocated to San Bernardino and opened McDonald’s Barbeque. The carhop drive-in grew popular but came with staffing and service challenges.
A Radical Redesign
In 1948, the brothers shut down to rethink their model. They streamlined operations, cut the menu, removed carhops, and introduced self-service. Meals were assembled with assembly-line precision. The changes were initially unpopular—but within months, business boomed.
Selling the System
As imitators took notes, the brothers began franchising. In 1952, they sold the first official franchise for $950. Their design included red-and-white tiles and golden arches. In 1954, a milkshake machine salesman named Ray Kroc walked in. Everything changed after that.
