McDonald's was created in 1948 by brothers Maurice 'Mac' and Richard 'Dick' McDonald who had moved to California in 1920 from New England. The pair opened their first eatery in 1937 and in 1940 moved it to San Bernardino. They followed the usual pattern of the drive-ins of the day by employing a legion of carhops who served an extensive menu of items from their octagonal stand. By the late 1940s changing economics spurred them to rethink their business model.
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In October of 1948 the McDonald brothers closed their drive-in, fired their carhops, simplified the menu, reorganized the kitchen, and invented the 'SPEEDEE SERVICE SYSTEM' emphasizing speed, lower prices and volume. Their reworked drive-in opened on December 12, 1948 and was radical for its day, for customers had to learn how to serve themselves! Once patrons caught on the new concept became a run-away success attracting the attention of the restaurant industry and fortune seekers. The McDonalds began franchising in 1953 and in 1954 were visited by Multimixer salesman Ray Kroc who became a licensee opening his first McDonald's on April 15, 1955. Kroc and what became the modern McDonald's Corporation bought out the McDonald brothers for $2.7 million in 1961 and the rest as they say is history.
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