When the first McDonald's restaurant opened in 1940, it was a far cry from the fast food mega-corp we know and love today. For starters, the iconic Golden Arches weren't introduced until over a decade later. Even more scandalous, the first McDonald's sold not hamburgers, but hot dogs!
Brothers Richard and Maurice McDonald—aka Dick and Mac—opened McDonald's Famous Barbecue in San Bernardino, California on May 15, 1940. The restaurant was a drive-in rather than drive-through, with servers approaching the car window, normally on roller skates. Today, Sonic is the only major fast food chain to still use this system.
Initial Success
Photo by Bryan Hong (Brybry26) on Wikimedia
While the first McDonald's was popular enough, it didn't leave a huge digital footprint. After a few years, the brothers realized that hamburgers, rather than hot dogs, were their biggest sellers by far. So, Dick and Mac decided to chase success.
In 1948, they completely revamped the restaurant from top to bottom. The name was shortened to just "McDonald's", the menu was reduced to just nine items, and service was streamlined.
The first proper McDonald's menu offered the following:
- Pure Beef Hamburger (15¢)
- Tempting Cheeseburger (19¢)
- Triple-Thick Shakes (20¢)
- Golden French Fries (10¢)
- Thirst-Quenching Coke (10¢)
- Delightful Root Beer (10¢)
- Steaming Hot Coffee (10¢)
- Full-Flavor Orange Drink (10¢)
- Refreshing Cold Milk (12¢)
What we wouldn't do to get those prices back!
The streamlined menu also meant that there were less steps in the culinary process. The restaurant had a self-service counter where they could pick up their own food, prepared and wrapped ahead of time, in a matter of seconds. Having revamped both their menu and their operations, the brothers turned their eyes to aesthetics.
Good branding is everything, and the McDonald's Golden Arches are one of the most recognizable symbols in the world. In 1952, the restaurant was resigned to be more efficient and eye-catching with shiny ceramic tiles and brilliant neon signs. The Golden Arches became a roadside lighthouse, enticing drivers to pull off the road and sate their hunger with a delicious hamburger.
This branding did wonders for McDonald's operation. Combined with increased sales, Mac and Dick were able to expand their barbecue stand into a chain of restaurants. This was where McDonald's truly exploded in popularity. Once the possibility of franchising was raised, there was no stopping McDonald's.
World Domination
Ray Kroc was the marketing mastermind behind McDonald's surge in popularity. Not only did he help the restaurant expand across the country, but he also standardized operations. Within a few years of Kroc taking over operations, McDonald's had sold 100 million burgers!
Eventually, Kroc brought out the brothers out. Not only did Kroc have exclusive rights to McDonald's branding, but he was in charge of operations across the ever-growing franchise. Turning the Golden Arches into the iconic "m'" and introducing Ronald McDonald helped make the brand identity even stronger.
Today, there are more than 48,000 McDonald's in more than 100 countries across the world. Thanks to a constantly-evolving menu, consistent quality, and persistent branding, McDonald's is without a doubt the biggest fast food chain in the world.
While the restaurant we know today is a far cry from the initial barbecue stand, you can still pay a visit to Richard and Maurice's original vision. The oldest McDonald's is still in operation in Downey California after more than 70 years of service. And yes, you can still drive up.
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