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1940: The Brothers' First Store
In 1940, brothers Dick and Mac McDonald opened their first BBQ restaurant in San Bernardino, California. The establishment offered a diverse menu of 25 items. However, six years later, the restaurant faced declining sales. This prompted a significant change in 1948, when the brothers drastically reduced their menu to just nine items. They shifted their focus primarily to hamburgers and french fries, introducing a new operational model they called 'Speedee Service'.
15 Cents, 30 Seconds: The Invention of Fast Food
A hamburger at the McDonald brothers' restaurant cost just 15 cents, an amount roughly equivalent to $2 in today's currency. The dining experience was stripped down: no knives, forks, or plates were provided, with all food served in simple paper packaging. Crucially, the kitchen was completely redesigned into an 'assembly line' system, much like an automobile factory, where each employee performed only one specific task. This innovative approach enabled orders to be served in a remarkable 30 seconds, quickly drawing long lines of teenagers in San Bernardino.
1954: A Fateful Encounter
In 1954, Ray Kroc, a 52-year-old salesman, visited the McDonald brothers' San Bernardino restaurant while on his rounds selling multi-mixers. He was astonished to discover a single establishment that was using eight of his machines daily, a volume he had never witnessed before. Recognizing the immense potential, Kroc immediately pressed the brothers to grant him the exclusive franchising rights for their concept. The following year, in 1955, Kroc successfully opened his very first McDonald's franchise store in Illinois, marking the beginning of the brand's expansion.
Desire and Ambition Through a Chinese Character
The Chinese character '奪' (pronounced 'tal' in Korean) is composed of '大' (big), '隹' (bird), and '寸' (hand), literally meaning 'to snatch a big bird with one's hand' or 'to take by force.' This character is used in words like 'plunder,' 'seize,' and 'recapture,' all conveying the idea of forceful taking. In 1961, Kroc went so far as to acquire the rights to the company name itself, forcing the McDonald brothers to rename their original restaurant 'Big M.' This single character precisely encapsulates the tragic events that unfolded between 1955 and 1961.
