TOTAL LICENSING
Now let’s look at the type of food energy (calo- store – a total cost increase of frying alone that practical wit and fan-
ries) offered us. would amount to $250 million dollars for Mc- tasy saw opportunity!
Again, jump back into history. Our modern Donald’s 13,000 stores. There was so much
mom or dad is practically forced by their life- A “frivolous” lawsuit by an organization called room! It wasn’t el-
styles to become consumers of processed “Bantransfat” brought a settlement of 8.5 mil- egant like the few high
food. Food manufacturing had to arrive to deal lion dollars from McDonald’s, of which most of class restaurants but a
with expanding production, expanding choices, it will go to the American Heart Association for hard worker or a hard
expanding appetites and the expanding super- “education”. working family could
market aisles requiring preservation, packaging, Oh, yes! And now we come to the much ma- make it.
storage and transport. ligned famous McDonald whose trademark • William Rosen-
Research, chemistry, science, came to the res- golden arches are the poster child of the US fast berg was a door to
cue! – all in the service of the ever expanding food industry. It is hard to judge whether the door salesman in Boston. He opened a small
food manufacturing giant organizations. greater threat to our girth lurks in processed donut shop in Boston in 1948 and later gave it
The supermarket in the shopping centers has food or fast food. the catchy name, “Dunkin’ Donuts”
replaced the previously mentioned “mom and The growth of the fast food industry started as • David Thomas who started working at a
pop” neighborhood stores. We have no time a mighty demonstration to the American entre- restaurant at the age of twelve, dropped out of
to shop daily anyhow, so food on the shelves preneurship and “rags to riches” theory. school at 15, and opened “Wendy’s Old Fash-
must look good and taste good – and we shall • Carl Karcher worked for Armstrong Bakery ioned Hamburgers” in Columbus, Ohio.
purchase a week’s supply for our freezer when as a driver delivering bread to restaurants in the • An ex Marine, Thomas S. Monaghan bought
we have time. expanding automobile culture of Los Angeles. a pizzeria in Ypsilanati, Michigan with his brother,
With help from his wife he borrowed $3ll from paid down $75 and started a business he later
Supermarkets are next to fast food restaurants, the the Bank of America and bought a hot dog stand named “Dominos”
biggest purveyors of calories. that happened to be for sale. He sold hot dogs, • Glen W. Bell, a world-war II veteran after
chili dogs and tamales for 10 cents each and soda eating at McDonald’s in his native San Bernardi-
In 1916, the first self-service grocery store, Pig- for 5 cents. By the end of the war in 1944, he no got the idea as well, copied it, and started
gly-Wiggly, opened in Memphis. There were owned four hot dog stands and when a restau- a Mexican food assembly line naming it “Taco
3,000 by 1940. Other chains like A&P, Safeway rant nearby went out of business, he bought it. Bell”
and Kroger’s followed. There are now 34,000 He learned to cook and opened the first “Carl’s • Keith Kramer, who had a drive-in restau-
larger supermarkets with two million dollars or Drive-In Barbeque” on his 28
th
birthday, January rant in Daytona Beach, Florida, heard about this,
more in annual sales. 16, 1945. He cooked, and his wife worked the went to McDonald’s to eat, and saw the light and
Wal-Mart entered with practically all their units cash register. opened the first “Insta-Burger King” in 1953.
a few years ago. There are 1, 000 wholesale • Richard and Maurice McDonald came from • And, of course, there was “The Colonel”.
clubs. There are 130,000 convenience stores New Hampshire to Southern California, worked After a checkered career which included farm-
like 7-Eleven and 21,000 gas stations all selling a at jobs in Hollywood and after different tries hand, part-time midwife, selling insurance, and
lot of what I might like to call (unkindly) mostly opened a drive-in restaurant in Pasadena, CA. operating a small gas station plus later a restau-
junk food and sodas. Later they found a building near a high school rant and hotel, he sold all this and at 65 years
in San Bernardino and opened the McDonald’s of age became a salesman again. He traveled
What do nutritionists say defines the worst part Brothers Burger Bar in the early 1940s. This from state to state to sell restaurant owners his
of junk food? Let me list just a few of the many…. restaurant was a rousing success and the Mc- “secret” recipe for “Kentucky Fried Chicken”.
• High Fructuse Corn Syprup - is processed Donald brothers became wealthy. Of course, ever a showman, he wore a white
differently in your body than sugar. It changes • In 1948 they let go of their 20 car hops, in- Kentucky Colonel suit with a string tie and grew
your metabolic regulating hormones functions stalled larger grills and reopened with a radically his famous white goatee. He opened his own
and it motivates your liver to inject more fat new method of preparing food at high speed. Kentucky Fried Chicken restaurant in Salt Lake
into your blood stream (estimated consump- They got rid of everything on their menu except City in 1952. It was a really “finger lickin’ good”
tion: 63 lbs. per year for each of us.) sandwiches, hamburgers and cheeseburgers. chicken dish – and it caught on like wildfire and
• Refined White Sugar - We consume some They used only paper plates and paper cups by the 1960s, “Colonel Saunders” owned the
120 to 150 pounds a year, 600 calories per day that could be discarded and created assembly- largest restaurant chain in the USA.
because it’s contained in French fries, soups, line preparation where each employee did only Of course, we have listed the outstanding suc-
breads, hot dogs, salad dressing, mayonnaise, one specialized task. They added milkshakes and cesses of some. Others came, saw, copied and
canned fruits and vegetables, etc. etc. and so- sodas to drink. As this revolutionary system be- failed! Many new names disappeared quickly, af-
das. came known, families began to come and also ter having been started.
• Trans Fats - They can be found in almost ev- bring their kids. As McDonald historian, John The successful ones spread. Between 1960 and
ery food (and if you see “partially hydrogenated” F. Love explains “working class families could fi- 1973, McDonald’s grew into a 3,000 restaurant
vegetable oils, it’s just as bad). nally afford to feed their kids restaurant food”. enterprise.
When Carl Karcher saw all this, he opened It would go too far to retell the complicated
Harvard Medical School tells us to replace Trans the first “Carl Junior”. Coincidentally President set of transactions that brought Ray Kroc - a
Fats with the more expensive natural un-hydro- Eisenhower, who had admired Hitler’s Reichs- marketing genius (with, again, no professional
genated vegetable oils and this would, they say, autobahn during the war, decided the expand- background) to head up McDonald’s, and accel-
prevent approximately 30,000 premature coro- ing post-war America needed a super highway erate its fascinating and gargantuan lead to the
nary artery deaths per year. So that’s easy, why system and the Interstate Highway program unequaled global empire of today. Read his biog-
don’t we do it? A Fortune Magazine article of became the largest public works system ever raphy and learn about his alliance with another
2004 says: Most unsaturated oils are unable to and with 130 billion dollars built 46,000 miles self-starter, Walt Disney. If you can visit the Ray
reproduce the crispy savory taste and pleasing of road that proved of immense benefit to car A. Kroc Museum at the Mac store at McDonald’s
mouth feel of a McDonald’s (or other) fry. It sales, house building, shopping centers – and in- corporate headquarters in Oakbrook, Illinois,
also costs a lot more. A complicated calculation cidentally fast food restaurants. you will see more fascinating details.
on how long it lasts in a commercial fryer, shows All over, daring young men, mostly poor and To conclude on McDonald’s some Mcfacts about
extra expense of $19,000 for each McDonald without capital or professional education, but McWorld.
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