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Primary Sources

Books: Kroc, Ray, and Robert Anderson. Grinding It Out: The Making of McDonald's. Chicago: H. Regnery, 1977.

Print. After completing a variety of odd jobs, Ray Kroc was making a successful living selling multi-

mixers, or milkshake machines. One of his clients, Richard and Maurice McDonald’s was buying a record number of machines to support their restaurant. After Ray Kroc visited the eatery, he was awed by the limited menu, low prices, fast service and volume of customers. In his book, Grinding It Out: The Making of McDonald's, he describes the revolutionary company he molded, into one of the biggest companies in the world. In the chapters of the book, he describes his partnerships with franchisers, methods of food preparation, and most importantly, his reform movements. He described the importance of the QSC and V system to ensure that the standardization of the ideals that Ray Kroc started the corporation on were carried out in the correct manner.

Commercials: McDonald's. Advertisement. 23 May 2010. Web. 5 Mar. 2012.

<http://www.youtube.com/watch?v=mHbY3VdaoPQ&feature=related>. In this video, many commercials from the late 1960s were featured. It featured footage of ads

concerning the Fillet-O-Fish and the employees of the company, which we used in our website. This contributed to the marketing aspect of McDonald’s and the spreading of their message.

Documentaries: Food, Inc. Dir. Robert Kenner. Magnolia Pictures, 2008. DVD. The opening scenes of Food, Inc. outline the history of McDonald’s, and the impact that it has on

the food industry. Eric Schlosser, author of Fast Food Nation, is featured in these opening scenes. He explains the revolution that McDonald’s has initiated. We were able to use this documentary on our website to show the original footage of the McDonald’s restaurant and the impact that it has made on consumers and on other businesses.

Super Size Me. Dir. Morgan Spurlock. Roadside Attractions, 2004. DVD. Morgan Spurlock takes a first-hand look into the ill-effects that eating nothing but McDonalds’

food can have. Using a combination of statistics and self-collected footage, Spurlock is able to explain the delicate balance one must maintain in one’s diet to stay healthy; McDonald’s cannot be held accountable for our choices. We were able to incorporate information from this iconic source in our website through the criticism page.

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Interviews: Bullington, Mike. E-mail interview. 03 Mar. 2012. Mike Bullington is the Senior Archives Manger for McDonald’s Corporation. He was able to inform

us of the daily profits McDonald’s generates, and how they are able to serve nearly 68 million customers every day. Furthermore, there are more than 33,000 McDonald’s restaurants in over 100 countries worldwide. This information helped us to grasp the international influence of McDonald’s Corporation.

Johnson, Matt. “McDonald’s”. Telephone Interview. 15 April. 2012. Matt Johnson is a Shift Manager at the McDonald’s location in Grimes, Iowa. He has been working

there for seven months, and he joined the company because of the appeal of mobility in the workplace. After the experience of working there, he says that the corporation has a very strong training program, which contributes to their success. Mr. Johnson also says that McDonald’s works well with their employees. They “pride themselves on trying to take care of every employee.” He also talked about the impact the corporation has had on other restaurants. For example, Burger Kind is just now rolling out chicken wraps and smoothies when McDonald’s has had them for years. Overall, it was helpful to have a manager’s point of view in contribution to our project.

Nowak, Gabriel. Personal interview. 28 Apr. 2012

Gabriel Nowak has worked behind the grill McDonald’s for almost 8 months. He gave many examples of the simplicity of McDonald’s and what actually goes on behind the counter. For one, the employees don’t even have to manually ‘cup’ the drinks. Once the cashier pushes the button for that certain drink on the keypad, the message to make that drink automatically goes to the beverage dispenser, and puts it in the cup for you. Mr. Nowak also told us about the way employees handle food. Cooked burgers are supposed to be thrown away every 15 minutes, but doing this creates too much waste. It reflects badly on the manager if the store is making too much waste and not selling enough, which is why burgers can go out to customers past the 15-minute mark. He also told us how simple the whole system is, and how McDonald’s greatly reduced the room for human error, because the whole system is so mechanized.

Reed, Jack. "Student Research Project - McDonald's and Ronald McDonald Charities." E-mail interview. 23 Feb. 2012.

Jack Reed is the Developmental Director at the Des Moines area Ronald McDonald House Charities

(RMHC). He gave us information about the origins of the charity. It was started by a football player named Fred Hill, whose daughter was suffering from leukemia. He then made it a mission to build houses for families, who need a place to stay when their children are in the hospital. The goals of RMHC are to support programs that improve the health and well-being of children. However, when we asked about how McDonald’s and RMHC were connected, he wasn’t able to answer due to his employment by RMHC.

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Roberts, Dave. "Revolution of McDonald's." Telephone interview. 23 Feb. 2012. Dave Roberts is an owner and operator of Des Moines area McDonald’s restaurants, and has been

working for the company for over 40 years. He gave us valuable information on the revolutionary ideas that McDonald’s has created. For example, a grill that prevents any uncooked meat, the ‘Made for You’ system to ensure quality of the food, and new packaging systems. He also described how McDonald’s adapted to other companies and their consumers, for example, the alternative foods offered during lent. McDonald’s altered its menus internationally to adapt to customers and customs, and they also change their menu items depending on the location of the restaurant. In addition, Mr. Roberts explained some key principles of how the company markets its products and its QSC and V system. Overall, Mr. Roberts gave us ample expert information on the impact McDonald’s has made on the fast food industry.

Thomas, Shianne. Personal interview. 10 Apr. 2012.

Shianne Thomas has been employed by McDonald’s for almost two years. She was able to provide us with first-hand insight on what it is like to be an employee of McDonald’s, and what the training process is like. She was able to explain to us what happens in the kitchen, and how McDonald’s is able to be so efficient with its food. Furthermore, Ms. Thomas was able to articulate some of the patterns she has noticed between McDonald’s and other local restaurants, and how McDonald’s always seems to be the one leading the way.

Journal Articles: Chase, Dennis. "You Deserve a Break Today - on the Employee Water Bed." International Management

(1972): 61-62. Academic Search Complete. Web. 10 Dec. 2011.

Mr. Dennis Chase describes the “think tank” of McDonald’s corporation, a seemingly avant-garde building filled with ‘beanbag’ chairs, meditation rooms, and water beds. The building was built at the demand of F.L. Turner, the president at the time. He wanted a space that would induce creativity, and encourage a “family” atmosphere. The structure also houses a multitude of meeting rooms, for the purpose of privacy. Though some have thought of the think tank as a gimmick, the company has pointed out many successful ideas that have sprouted from the innovative office.

Goldstucker, Jac D. "Leaders in Marketing: Ray A. Kroc." Journal of Marketing 34 (1970): 55-60. Academic

Search Complete. Web. 10 Dec. 2011.

Ray Kroc was a businessman without any real business training. When Ray was 15, he left high school and joined the Red Cross Ambulance Corps during the first world war. After WWI he returned to school but quickly got bored. As a teenager, he was involved in music, and became involved in the entertainment business. Eventually, in 1955, Kroc discovered a revolutionary new mixer and became its exclusive distributor. After a while, he ended up meeting Dick and Mac McDonald, one of his most popular customers. He was impressed so much with their efficient 15 cent burger system that he became a franchise owner with a 99-year contract, and proceeded to open new stores, starting in Des Plaines, Illinois. However, the long distance communication didn’t work out too well, and Kroc bought the McDonald brothers out for a whopping $2. 7 million. Ray Kroc’s attention to detail and emphasis on supervision have contributed to the super company that McDonald’s is today.

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Magazine Articles: "An Academic Twist to the Sale of Hamburgers." Ebony Oct. 1947: 65-72. Academic Search Complete. Web.

10 Jan. 2012. In the late 1960s, three successful African American men bought a McDonald’s franchise. One

senior executive and two university professors turned the $50,000 investment into a million dollar business. The three men worked as a team , each in charge of different operations: finances, operations, and communications. Mel Garrett, Bill Pickard and Ray Snowden didn’t just make a burger restaurant, they made a social gathering place, a hangout, and meeting venue.They also wanted to train their employees for a better future, “We realize everyone can't go to college for six to eight years at a stretch right from the jump. So we advise our employees to earn a very practical business skill that will pay enough so they can save and go to school later. We also train our people in the McDonald's system so that any one of them will have the expertise to open his own operation.” As you can see, just that one franchise of the restaurant not only made the three businessmen successful, but their employees as well.

Newspaper Articles: "A Beef Against Big Mac." Time 98.26 (1971): 49. Academic Search Complete. Web. 10 Dec. 2011.

This brief article shows some of McDonald’s problems in the early 70s. Though they had recently reached the milestone of serving 8 million people, they met with allegations of sex discrimination, in Milwaukee–area locations. These stores increased the wages of young boys, because they were willing to work different hours that typical women couldn’t work, because of household duties. Though the government did try to sue, it was quickly settled out of court.

"The Big Burger Boss." Time 102.25 (1973): 104. Academic Search Complete. Web. 10 Dec. 2011.

Frederick Turner has become the “burger boss” as described in this article. Ray Kroc stated that Turner, the newest chief executive was very ready to take over the job. He started out as a cook, and then rapidly rose to a manager, a policy planner, and then, the chief executive. This article also describes the plunge in stock prices, which had gone down about 76% in the mid - 70s. It also describes their future plans for expansion, and their recovery in stock prices after the promotion of Mr. Turner.

"The Burger That Conquered The Country." Time 102.12 (1973): 100. Academic Search Complete. Web. 10 Dec. 2011.

As McDonald’s passed the milestone of becoming the country’s largest food producer, the fast food company obviously had a huge impact on American life. The restaurants operate on a step by step process, churning out food like machinery. Much of the employees are students, working part time, and the majority of the locations – over 1,500 – are franchised, or “licensed”. The computer also ran into some problems, such as the controversial theory of a new way of life – “eating with fingers instead of forks”. The company did have some good core values, such as cleanliness, quality and service.

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"The Fast-Food Furor." Time 105.16 (1975): 54. Academic Search Complete. Web. 10 Dec. 2011.

A wave of resistance against fast food started in the mid-1970s, which led to the apparent banning of many fast food places in certain cities. This article describes some of the problems that come with fast food restaurants being set up in urban areas, such as littering, frantic double parking, and disturbances in communities. In response to the ‘furor’ fast food giants such as Burger King and McDonald’s are toning down their appearances to increase appeal to suburban communities.

"Franchising: New Power For 500,000 Small Businessmen." Time 93.16 (1969): 90. Academic Search

Complete. Web. 10 Dec. 2011.

In this Time article, franchising is portrayed as an up and coming system, promoting expansion and a lot of profit. Many companies like Hertz and Walgreens which have steadily increased the number of stores through the practice of franchising. To regulate all the stores, different companies use different methods to keep consistency amongst the corporation. McDonald’s, for example, who sells 2 million hamburgers every day, painstakingly picks out the best managers, and requires them to go to “McDonald’s U” a training camp for employees. In the case of McDonald’s their franchising methods have been immensely successful.

"Jack V. Mac." Time 105.18 (1975): 77. Academic Search Complete. Web. 10 Dec. 2011.

A fast food war broke out when Jack In The Box came out with commercials featuring employees saying “Watch out, McDonald's! Watch out, McDonald's”. Time describes Jack In The Box’s persistent attempts to play catch up with McDonald’s. They claimed that their burgers beat the Big Mac, made copes of Egg McMuffins, and even tried to replicate Ronald McDonald, with a character named Rodney Allen Lippy. McDonald’s responded that they are happy that Jack In The Box’s commercials are stressing the success of the former.

"A Rare Hamburger Headquarters." Time 99.9 (1972): 68. Academic Search Complete. Web. 10 Dec. 2011.

The brand new McDonald’s headquarters building is described as the tallest building ever to be built from hamburger profits it this Time article. The Illinois building features limited inner walls and surprisingly, a water bed. Some of the employees felt that the open space increased productivity, and even features a “think tank” which is essentially a very nice place to relax and have some privacy. The building even features a meditation room, which has recliners that reportedly feel like laying on hamburgers. This innovative idea spurred the revolution of creative thinking generated by the employees of McDonald’s.

"Ratings From The Gourmets." Time 102.12 (1973): 102. Academic Search Complete. Web. 10 Dec. 2011.

McDonald’s is undoubtedly successful, but in this article, Time magazine analyzed the actual taste of the food by inviting top food critics to taste the food. The food items that were praised were the Big Macs and the fries. They were described as being crispy and “surprisingly good.” However, there were many criticisms. They didn’t like the lack of salt, thinness of the patty, glue-like cheese, and runny malts. Overall, the response to the food was not very good, which may show the effectiveness of their food producing system.

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Secondary Sources

Books: Arnold, Chris. Ethical Marketing and the New Consumer. Chichester, U.K.: Wiley, 2009. Print. Many people wrongfully blame fast food companies for their own health problems, particularly

McDonald’s. This article cites unhealthy eating as the true source of health problems, and not the particular food McDonald’s sells; an unbalanced diet is unhealthy no matter what the content. We were able to use this explanation in our understanding of the criticisms McDonald’s received.

Boas, Maxwell, and Steve Chain. Big Mac: The Unauthorized Story of McDonald's. New York: Dutton, 1976.

Print. Hamburger University is a highly regarded institution in the fast food industry. The University

prides itself in being able to weed out potential managers before they are thrust into the position. All managers are required to study the 385 page operations model, referred to as “the corporate bible”. We used this source to better understand what sets McDonald’s apart from other businesses, and how they have become so successful as both a corporation and a restaurant.

Buchholz, Todd G. New Ideas from Dead CEOs: Lasting Lessons from the Corner Office. New York: Collins,

2007. 139-167. Print. Ray Kroc was involved in multiple aspects of McDonald’s progress. For example, Kroc was

responsible for the use of McDonald’ fries in the Disneyland parks. During WWI, Kroc and Disney drove ambulances together and became acquainted. A few years later, Kroc proposed he idea of linking their businesses. Disney declined, however, because he did not want to risk his success on an upstart. Regardless, this source showed us how Kroc was always searching for new ways to promote his work and continue the revolution.

Collins, Tracy Brown, ed. Fast Food. Farmington Hills, MI: Greenhaven, 2005. Print. People’s opinions concerning fast food span over a wide spectrum. Some issues discussed in this

book are the treatment of animals, how fast food establishments market to kids, and the potential addiction people develop to fast food. Included in this collection are articles written by scholars both supporting and criticizing these arguments. These ideas assisted in making our research more well-rounded.

Gilbert, Sara. The Story of McDonald's. Mankato: Creative Education, 2009. Print.

Sara Gilbert chronicles the journey of McDonald’s from its founding to present day in this book. She describes the meeting of Ray Kroc and the McDonald’s brothers, which started the biggest restaurant chain in the world. The book also addresses the business aspect of McDonald’s Corp. Marketing,pp brokers, sponsors and conglomerates in relation to McDonald’s were also brought up. We also learned about McDonald’s different struggles over the lifespan of the company, such as unsuccessful products and the company’s impact on the environment.

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Love, John F. McDonald's: Behind the Arches. Toronto: Bantam, 1986. Print.

Although dated, this book explains in great detail the history of the McDonald’s cooperation. Included are descriptions of the innovative products developed by McDonald’s, including the lazy susan for condiments, and the history of the different business paths the McDonald brothers considered taking when their business was in its infancy. We were able to incorporate multiple quotes from his source into our website. Also, this book had many beneficial pictures, featured on our website.

Ritzer, George. McDonaldization: The Reader. Thousand Oaks, CA: Pine Forge, 2002. Print.

McDonald’s was able to achieve its heightened level of efficiency by always updating and maintaining an efficient “streamlined system”, similar to Henry Ford’s assembly line. This was achieved by keeping McDonalds’ products homogeneous and standardizing work routines by having one employee responsible for only one task. Ritzer’s book allowed us to see the detailed components of McDonalds’ assembly line process, and how it became so efficient even in its infancy.

Spurlock, Morgan. Don't Eat This Book: Fast Food and The Supersizing of America. New York: G. P. Putnam's Sons, 2005. Print.

Morgan Spurlock is the self-proclaimed guinea pig of the infamous documentary “Super Size Me”. This book explains all of the research behind the statistics and conclusions presented in the documentary. The lab results generated from the research of the food are also included, which mostly show that the McDonald’s website under-reports the caloric values of their products. Also included are conclusions of various studies on the correlation and causation of McDonald’s on obesity. This source helped make our research more balanced.

Stiffler, Steve. Chicken: The Dangerous Transformation of America's Fast Food. New Haven, CT: Yale

University, 2005. Print.

Stiffler writes of how chicken was slow to enter the fast food industry. Despite its versatility, companies preferred to only sell beef because it was a tried and true recipe. McDonald’s, however, adapted more quickly than other restaurants and sold chicken in a variety of products. Today, McDonald’s is “one of the largest chicken users in the world”. This information allowed us to see how the versatility of McDonald’s contributes to its success.

Veseth, Michael. Globaloney: Unraveling the Myths of Globalization. Lanham, MD: Rowman & Littlefield,

2005. Print.

Today, McDonald’s can be found throughout the globe. One of the reasons for its international success, cites author Michael Veseth, is that McDonald’s is something that everybody recognizes, a piece of familiarity for every traveller. In addition, McDonalds’ Golden Arches are easy for anybody to recognize, and have spread from country to country like wildfire. This source helped us to see McDonald’s international impact and how it was able to achieve its high level of success.

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Dissertations: Schnaubel, Catherine. Global Arches: A Cultural Look at McDonald’s Franchises in Central Europe. Diss.

2002. Print. Catherine Schnaubel wrote a very informative dissertation about the cultural effects of McDonalds

in Europe. This gave us a good look into how McDonalds effect other cultures aside from where is started in the United States. Plus she had a references section that allowed us to back check her conclusions and give us more sources. Her writing portrayed in a very vivid way how the local and national economy was affected when she did her research on a short trip to Central Europe. This provided a great global perspective.

Interviews: *Bunker, Matthew. Telephone interview. 7 Feb. 2012. Matthew Bunker is the Associate Professor of Marketing at the University of Northern Iowa. He

was able to explain to us the importance of McDonalds’ marketing techniques, and how they have changed over time and across different cultures. For example, although McDonald’s was founded on the hamburger, in India, beef is kept off of the menu. As a parent, Bunker also explained his personal opinions of McDonald’s as a family restaurant, and how he thinks it has changed the American dinnertime dynamic. We were able to incorporate several of Mr. Bunker’s quotes into our website.

Klassen, Mike. Telephone interview. 15 Feb. 2012. Dr. Michael Klassen is an accomplished author of five books and over 60 articles in the area of

business and marketing, and is also an associate professor at the University of Northern Iowa. He gave us some very valuable information about the multinational aspect of the company. He described the process of McDonald’s trying out many revolutionary components like slogans, or brands like McCafe. He also told us of the innovation of the Big Mac, as it was a game-changing sandwich. Dr. Klassen also gave us helpful information on how Ray Kroc and McDonald’s revolutionized societal views about eating.

Newspaper Articles: Walkup, Carolyn. "An Overarching Influence: McDonald's Changed the Way People Thought about Food

and Has Remained a Dominant Trailblazer throughout Its 51-year History." Nation's Restaurant News [New York City] 29 Jan. 2007. Print. Nation’s Restaurant News looked into the effect McDonald’s had not only on the food industry but outside of that. It stated that McDonald’s was filling a niche at that time in history. Americans wanted quick and cheap food without having to get out of their car. They interviewed, Andrew Smith, the author and teacher of culinary history and professional food writing at the New School in New York City. They also interviewed Bruce Kraig, professor emeritus in food history and politics at Roosevelt University and Kendall College in Chicago.

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Online Databases:

E. R., Shipp. "The McBurger Stand That Started It All." New York Times 27 Feb. 1985: 3. Newspaper Source Plus. Web. 22 Nov. 2011.

In the beginning of this article, we learn that McDonalds’s “No.1”, or the very first McDonald’s store had become a brand-new facility. The corporation was planning to tear the old store from the 50s down, and construct a McDonald’s museum in place. The article goes on to describe the various letters that were sent in the company’s headquarters, requesting them not to tear the building down – as it was of historical significance. They were saying the building needed to be handled with care. The author also described how the builders of the museum were searching for authentic McDonald’s pieces to put in the museum, and how the restoration would be very expensive. The New York Times also states some important statistic about the company, and on Nov. 20 of the year 1984, they had sold their 50 billionth hamburger – a huge accomplishment for the 23 years it had been the official McDonald’s.

Reports:

Bunker, Matthew P., Anthinodoros Chronis, and Lee P. McGinnis. Looking at American Cultural

Imperialism Using a Ritual Framework. Publication. University of Nebraska- Lincoln. Print. Through this paper, the authors look at the effects of American culture on society. They state that the “Americanization” of people is changing the essence of culture in various part of the world. One facet of this is the global spread of companies like McDonald’s or Disney. The increased number of McDonald’s franchises is not only a spread of culture, but “a growth of a way of life.” Because of its unity throughout the world, the restaurants can also serve as its “symbolizes more than fast food, it represents different things to different people in different points in their lives.” The corporation has a societal meaning, whether it be a meeting place or a reminder of home.

Galagan, Pat. 90,000 Served Hamburger University Turns 50. Rep. American Society for Training and

Development. Academic Search Complete. Web. Dec Dec. 2011. Over the years, over 90,000 managers have graduated from Hamburger University (H.U.) , McDonald’s training program for all their employees. The development system is centered around innovation, and the internal and external needs of customers, and has been thriving for over 50 years. Many of the classes offered at Hamburger University. are even accredited by the American Council on Education, and is one of the the only corporate universities to do so. They company is committed to their on-cite education, as opposed to the virtual switch many other companies are making. McDonald’s has also updated their curriculum regularly, with new features like focused training, better accountability and greater applicability of training. As the ASTD has shown, McDonald’s takes great importance in the training of their employees.

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Video: “Ray Kroc." Biography on CNBC. Consumer News and Business Channel. CNBC, 2009.

CNBC, 10 Sept. 2009. Web. 3 Oct. 2011. <http://video.cnbc.com/gallery/?video=1248916269#eyJ2aWQiOiIxMjQ4OTMjY 5IiwiZW5jVmlkIjoiR1FsTEp3d0ZleWxHTG5RV0FPejZZQT09IiwidlRhYiI6ImluZ m8iLCJ2UGFnZSI6MSwiZ05hdiI6WyLCoExhdGVzdCBWaWRlbyJdLCJnU2VjdCI6I kFMTCIsImdQYWdlIjoiMSIsInN5bSI6IiIsInNlYXJjaCI6IiJ9>. From CNBC, this short video about Ray Kroc tells the story of how McDonalds came to be, in its early days. When Ray Kroc wanted to buy out the McDonald’s brothers, they requested 1$ million each, and enough to cover their taxes – which totaled to $2.7 million dollars. Ray Kroc ended up paying it. After some complications with the contract, the brothers and Ray held on to some tensions. He was quoted as saying, “I’m not normally a vindictive man, but this time, I’m going to get those sons of (expletive)”.

Websites: "After 50 Years, Influence of McDonald’s Still Felt." Msnbc.com. Associated Press, 15 Apr. 2004. Web. 25

Oct. 2011. <http://www.msnbc.msn.com/id/7501092/ns/business-us_business/t/after-years-influence-mcdonalds-still-felt/>.

During the 50 year anniversary of McDonald’s, a writer for MSNBC reminisced the large cultural influences the fast food tycoon as had. She interviewed the professor at Northwestern University’s Kellogg School of Management Edward Zajac who stated “It is one of those few businesses that transcend selling products and services.” The article provided an author; Philip Langdon, another professor of nutrition at Yale; Kelly Brownell, and many other Individuals. This was a great starting place in our initial research and potential interviews.

"Better Packaging with McDonald's." EDF Business. Environmental Defense Fund, 2010. Web. 26 Feb.

2012. <http://business.edf.org/casestudies/better-packaging-mcdonalds>.

In the late 1980’s McDonald’s was having an apparent problem with waste and packaging, and recycling more integrated into their system. They then paired up with the Environmental Defense fund to reduce McDonald’s waste production. Their goals were to use less materials, use more reusable products, recycle more materials, and compost with organic materials. Because of the partnership, the corporation enacted various reforms, such as using paper-based sandwich packaging, unbleached paper, and recycled paper boxes. These changes reduced McDonald’s environmental impact and saved the company over 6 million dollars.

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Clark, Paul. "No Fish Story: Sandwich Saved His McDonald's." USA Today. Gannett, 20 Feb. 2007. Web. 24 Feb. 2012. <http://www.usatoday.com/money/industries/food/2007-02-20-fish2-usat_x.htm>.

As Paul Clark describes, McDonald’s was experiencing a profit loss in the 60s. A good percentage

of customers were Roman Catholic, and therefore couldn’t eat meat on Fridays. As a solution to this problem, Lou Groen made a fish sandwich and presented it to Ray Kroc. He also had an idea- a pineapple sandwich. Ray and Lou then had a competition, they put both products out on the market and tested its popularity, and the fish sandwich, now the Fillet-O-Fish won. It was the first ever change made to the traditional menu, and was clearly a reform based on consumer trends.

"CR Leaders Corner: Bob Langert." AccountAbility. 5 Jan. 2012. Web. 26 Feb. 2012.

<http://www.accountability.org/about-us/news/cr-leaders-corner/bob-langert.html>. Bob Langert, the Vice President of Sustainability, describes the issue of sustainability as dealing

with social issues and philanthropy. He also says that in McDonald’s, sustainability has lots to do with values, and because 85% of the corporation is made up of individual franchisers, the values are all the more apparent, due to the standards in each restaurant set by the company. Mr. Langert also says that McDonald’s raises the bar in areas such as how their beef is produced and the quality of the vegetables. He also states that the company listens to the criticism and evolves with the customers and their needs.

Daszkowski, Don. "The Ray Kroc Story – McDonald’s Facts and History." Franchises - All About Franchises -

Franchise Opportunities. About.com. Web. 03 Oct. 2011. <http://franchises.about.com/od/mostpopularfranchises/a/ray-kroc-story.htm> In 1954, Ray Kroc, came across the McDonald brothers’ restaurant, as he was making rounds as a milk shake mixer salesman. The brothers, who indeed sold milkshakes at their restaurant, became one of Kroc’s best customers, and Ray soon became their agent. The first shop that became a part of the McDonald’s corporation was opened in 1955, and six years later, Ray Kroc proceeded to buy the brothers out. In the next 10 years, the franchise grew to 700 stores. Ray saw an empire built on hamburgers, milkshakes, and fries, and kept the costs low the whole time. He also standardized the cooking procedures, and charged commission on sales.

Ebeling, Chuck. "Restaurant Innovator Richard McDonald Dies at 89: Pioneered McDonald's, World's

Largest Restaurant System / July 1998." Hotel Online: Where the Hospitality Industry Meets. 14 July 1998. Web. 21 Feb. 2012. <http://www.hotel-online.com/News/PressReleases1998_3rd/July98_DickMcDonald.html>.

This obituary includes a plethora of information about the McDonald brothers’ families and how a

variety of business owners were impacted by Dick’s life. The historic McDonald’s site in San Bernardino was also rededicated, and the ceremony is explained. This site aided us in seeing that the McDonald’s brothers had an impact on not only the business community, but on ther local community as well.

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Evans, Stephen. "McDonald's: The Journey to Health." BBC News. British Broadcasting Company, 20 Apr. 2004. Web. 25 Oct. 2011. <http://news.bbc.co.uk/2/hi/business/3641603.stm>. Stephen Evans composed an article of the progression of McDonald’s food from relatively unhealthy to more healthy options. He mentions the documentary “Super Size Me” will be released in the days to follow the publication of this article. Plus the new CEO that for the first time regained earnings for McDonalds and all the programs he was implementing as the new CEO. This included a soccer program and new healthier food options added that would be added to the menu.

“The Fast Food Factory." BBC - Homepage. British Broadcasting Company. Web. 20

Sept. 2011. <http://www.bbc.co.uk/worldservice/specials/1616_fastfood/index.shtml>. Published by the BBC, this eight-part article series features a lot of information on the origins of McDonald’s, the fast food giant. We learned that the whole corporation started with Ray Kroc, who was inspired by a hamburger restaurant owned by the McDonald brothers. Later on, he bought them out and implemented their slick delivery system in his new location in Illinois. This started the snowball of his success, going on to make incredible profits and revolutionary partnerships. Another part of this article describes how hamburgers are the most widespread American food invention, and how chickens were transformed into nuggets. They also investigate the famed golden arches, and the accessibility of the massive fast food chain.

Frost, Bob. "The Emperor of the Burger." The History Channel Club. 8 July 2009. Web. 05 Dec. 2011.

<http://www.thehistorychannelclub.com/articles/articletype/articleview/articleid/274/the-emperor-of-the-burger>. Bob Frost reflects on the McDonald’s Cooperation, and the immense progress it has made in the last fifty years. Perhaps most significant to our research were the numerous references Frost used to other sources, which we were able to find and use in our own research. Also included is a brief description of other fast food restaurants of the time, which helped us to understand the context in which McDonald’s was created.

Ganzel, Bill. "Fast Food during the 1950s and 60s." The Wessels Living History Farm, the Story of

Agricultural Innovation. Nebraska Educational Telecommunications, 2007. Web. 25 Oct. 2011. <http://www.livinghistoryfarm.org/farminginthe50s/life_16.html>.

The Wessels Living History Farm in York, Nebraska wrote a short history about fast food during

the 1950s and 60s when McDonald’s was starting out as a hamburger stand. This was useful because it provided context for why McDonald’s fits into the historical timeline. It explained how the restaurant began and how people wanted quick food and a job of some sort. With this method intact, McDonald’s was efficient and was able to produce inexpensive products. This allowed for expansion and more jobs. In addition the article had a references page that gave us plenty more sources about this topic.

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Gilpin, Kenneth N. "Richard McDonald, 89, Fast-Food Revolutionary - New York Times."The New York Times - Breaking News, World News & Multimedia. The New York Times Company, 16 July 1998. Web. 13 Dec. 2011. <http://www.nytimes.com/1998/07/16/business/richard-mcdonald-89-fast-food-revolutionary.html?src=pm>. The McDonald’s Corporation started with the McDonalds brothers, Maurice and Richard. This article, and obituary for Richard, describes the revolutionary business that the McDonald’s brothers started. “Mac” and “Dick” had a restaurant in the 40s, but decided that they could do a better job giving the food out to their customers. They wanted a faster and more efficient system, so they revamped their company. They fired the carhops, and streamlined the menu. They also launched the legendary “Golden Arch”. They wanted it to be the symbol of their growing fast food chain. McDonald’s turned in a new direction when they met Ray Kroc. He opened the first non-Californian franchise in Illinois, and ended up buying the whole company in 1960. This article shows that the McDonald brothers were very important in founding the most successful restaurant chain in the world.

James, Randy. "A Brief History of McDonald's Abroad - TIME." Breaking News, Analysis, Politics, Blogs,

News Photos, Video, Tech Reviews - TIME.com. TIME Corporation, 28 Oct. 2009. Web. 20 Sept. 2011. http://www.time.com/time/world/article/0,8599,1932839,00.html Randy James describes the global phenomenon that is McDonald’s in this article featured in TIME World. As of 2009, there were over 30,000 McDonald’s locations in 118 countries. However, due to the economy, the corporation had recently pulled stores out of Iceland, Jamaica, and Bolivia, because of the lacking revenue. Under the supervision of Ray Kroc, and Dick and Mac McDonald, McDonald’s had been steadily expanding since the 1960s. The article also describes the amount of customers around the globe, and the various poplar entrees. Though there has been backlash against the company, in the end, the massive company has expanded quite peacefully, and even was a symbol of peace after the cold war for the Russians.

Kirk, Jim. "Mcdonald's Pitches Its `Made For You' Plans." Chicago Tribune. 18 Mar. 1998. Web. 24 Feb.

2012. <http://articles.chicagotribune.com/1998-03-18/business/9803180305_1_mcdonald-franchisees-new-production-system>. Jim Kirk reports that McDonald’s has created a whole new system, dubbed, “Made for You.” The system is described as a new “hot and fresh” delivery system, instead of the customer getting a pre-made sandwich. At the time, the new system was getting mixed reviews from franchisers and critics. The cost of the investment, anywhere from $11,000 to $60,000 per restaurant was in question, but many owners were frustrated with the existing system, and were ready for the change.

"McDonalds.com." McDonald's Coorperation, 2012. Web. 10 Oct. 2011. <http://www.mcdonalds.com>.

McDonalds’ website provided us with multiple insights into their cooperation, from the history of the business to their current sales statistics. Perhaps most importantly, we were able to incorporate information from their detailed timeline and a plethora of pictures from this source into our own website.

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"McDonald's Timeline." Advertising Age. Crain Communications, 25 July 2005. Web. 4 Mar. 2012.

The magazine Advertising Age, beautifully created a timeline that illustrated the rapid change McDonald’s went through as the restaurant began to grow at an exponential rate. We chose this timeline for the website because it showcased how McDonald’s releasing of new jingles, new menu items, and changes in executive positions to keep public attention for as long as it could.

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Photographs: Arango, Jason. Get Down with Something Good. 1973. Photograph. Daily News. To entice children to come into the restaurant, during the 1960s, McDonald’s launched an

advertising campaign to lure teenagers and kids into the restaurant. Found and reproduced from the basement of a museum, “read good” was the slogan used to bring kids/teenagers in. With pictures of boys and girls holding their thumbs up while eating 15-cent hamburgers, it was hard to resist coming in to eat. Such pictures allowed us to see how McDonald’s adapts its advertising to appeal to specific demographic groups.

Arango, Jason. McDonald's, Lets Eat Out. 1965. Photograph. Daily News

With more and more Americans using their cars and families eating together, McDonald’s took advantage of this new craze. In its 1960-1965 advertisement campaign “Let’s Eat Out!”, McDonald’s wanted families to come in their cars and eat at their restaurants. This was also one of its first slogans in company history.

Hoen, A. Kummerlowe. Speedee Service System. 2004. Photograph. Kummerlowe Archive.

The Kummerlowe Archive provided a mass selection of old images of McDonald’s to pick from. This image showcases the third and last McDonalds in original working condition from its opening August 18, 1953. “Mr. Speedee” was an icon during the time the restaurants were opening and is the reason there is a neon sign of the character on top of the restaurant.

Kummerlowe. 1955 Advertisement. 2001. Photograph. Kummerlowe Archive.

When McDonald’s initially opened under its new “Speedee Service System”, the company needed to get the word out. Taken from the Kummerlowe Archive, the 1956 picture depicted an advertisement showing that the McDonald’s restaurant was selling hamburgers for 15 cents.

Kummerlowe. Don't Let History Pass You By. 2004. Photograph. Kummerlowe Archive.

In addition to McDonald’s being advertised as a restaurant, in some places it is considered a museum. McDonald’s has grown to become such an influential component of our culture that museums have been built around its history and accomplishments. This photograph assisted in our understanding of McDonalds’ impact on our culture.

McDonald's New Look. 2012. Photograph. DDBeat. Blogspot, 2012. Web. 9 Apr. 2012.

<http://tribalddbeat.blogspot.com/2010/05/man-behind-mcdonalds-new-look.html>.

Today, McDonald’s looks noticeably different than when it was first established. These changes displayed our research, which showed how McDonald’s is transitioning to encourage customers to sit down and feel at home while enjoying their food, rather than solely using the popular drive-thru feature of the restaurants.

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McDonalds Russian Drive Thru. Photograph. Hotcut.com. 28 Feb. 2007. Web. 5 Mar. 2012. <http://www.hotcut.com/?p=24>.

McDonalds’ impact can be seen in a variety of cultures. This photograph explained how even unindustrialized cultures, like some found in Russia, have been altered because of McDonald’s influence.

McDonald's Self Service Drive-In. 1952. Photograph. American Restaurant Magazine.

McDonald’s was the first restaurant to revolutionize the fast food industry. With the new “Speedee Service System”, McDonald’s was not hesitant in advertising its newest and greatest innovation. With “Mr. Speedee” holding up the “I’m Speedee” sign, this advertisement campaign would become iconic in the 1960s.

Morgan Spurlock. Photograph. The Guardian. 19 Feb. 2007. Web. 4 Mar. 2012.

<http://www.guardian.co.uk/film/filmblog/2007/feb/19/thefilmwellallwanttosee>.

Morgan Spurlock contributed greatly to many of the criticisms McDonald’s has received, particularly concerning its nutritional content. Spurlock is shown depicting the fundamental error in our assumptions of McDonald’s food; it is not the contents of what we eat that makes us unhealthy, but the quantity and the diversity of our food.

Ray Kroc's First Restaurant. 1955. Photograph. The Chicago Tribune. McDonald's Corporation. Web. 2012. <http://www.chicagotribune.com/news/politics/chi-chicagodays- mcdonalds-story,0,4558175.story>.

Ray Kroc was immensely proud when the first McDonald’s opened in Des Plaines, Illinoi,s in 1955. Many photographs were taken of the new restaurant with the world-renowned golden arches and 15 cent hamburger sign. The Chicago Tribune did an article about the change McDonald’s restaurants have gone through from the past to the present.

Speedee Service System. Photograph.

Http://www.mohdzilal.com/2011/08/mcdonalds.html#.T1RQP4ePVTx

When McDonald’s first opened it boasted a nine-item menu. Plus, each item was below 20 cents each. Keeping the cost so cheap was all thanks to the “Speedee Service System” Ray Kroc implemented into McDonald’s that made it so revolutionary. During the 1960s these advertisements with the nine-item menu was a family household norm.

Suennen, Lisa. McDonald's Arches China. 2011. Photograph. Venture Valkyrie.

McDonalds’ restaurants can be seen around the world. This picture allowed us to see that McDonald’s is able to maintain its iconic look, even when placed somewhere completely foreign from its American origins. This has allowed McDonald’s to be recognized internationally.

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Váradi, Tamás. McDonald's: The M. 2010. Photograph. DDB, Hungry.

McDonald’s has received much criticism for the contents of its products. As a result, they have changed their advertising to educate the public about their products. This picture helped us understand how McDonald’s changed its advertising to appear healthier to its customers.

Vintage McDonalds. 1956. Photograph. Joliet. Legends of America. Joliet History, 2012. Web. 9 Apr. 2012.

<http://www.legendsofamerica.com/il-romeojoliet2.html>.

This picture is of one of the first McDonald’s restaurants. We were able to compare its exterior and overall appearance to today’s restaurants to understand how McDonald’s has changed since its establishment.

Your Kind of Place. Photograph. Http://www.mohdzilal.com/2011/08/mcdonalds.html#.T1RQP4ePVTx.

McDonald’s very quickly became well-known for its French fries. During their “Your Kind of Place” campaign, their French fries became pivotal marketing material.