Beyond the Product: Asset Control as Franchise Strategy
By 1959, McDonald’s was expanding at a velocity that should have signaled triumph. Ray Kroc’s Speedee System had reduced hamburger production to choreographed science, driving franchise applications into the hundreds. Yet the company teetered on insolvency. The operational metrics impressed—speed, consistency, volume—but the cash architecture was inverted. Franchise agreements required Kroc to absorb crippling setup […]
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