Sabtu, 01 September 2012

[uang_internet] The First McDonald's

 

The First McDonald's

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The business began in 1940, with a restaurant opened by brothers Richard
and Maurice McDonald at 1398 North E Street at West 14th Street in San
Bernardino, California. Their introduction of the "Speedee Service System"
in 1948 furthered the principles of the modern fast-food restaurant that
the White Castle hamburger chain had already put into practice more than
two decades earlier. The original mascot of McDonald's was a man with a
chef's hat on top of a hamburger shaped head whose name was "Speedee".
Speedee was eventually replaced with Ronald McDonald by 1967 when the
company first filed a U.S. Trademark on a clown shaped man having puffed
out costume legs.

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McDonald's first filed for a U.S. Trademark on the name "McDonald's" on May
4, 1961, with the description "Drive-In Restaurant Services", which
continues to be renewed through the end of December 2009. In the same year,
on September 13, 1961, the company filed a logo trademark on an
overlapping, double arched "M" symbol. The overlapping double arched "M"
symbol logo was temporarily disfavored by September 6, 1962, when a
trademark was filed for a single arch, shaped over many of the early
McDonald's restaurants in the early years. Although the "Golden Arches"
appeared in various forms, the present form as a letter "M" did not appear
until November 18, 1968, when the company applied for a U.S. Trademark.

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The present corporation dates its founding to the opening of a franchised
restaurant by Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the
ninth McDonald's restaurant overall. Kroc later purchased the McDonald
brothers' equity in the company and led its worldwide expansion, and the
company became listed on the public stock markets in 1965. Kroc was also
noted for aggressive business practices, compelling the McDonald brothers
to leave the fast food industry.

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The McDonald brothers and Kroc feuded over control of the business, as
documented in both Kroc's autobiography and in the McDonald brothers'
autobiography. The San Bernardino store was demolished in 1976 (or 1971,
according to Juan Pollo) and the site was sold to the Juan Pollo restaurant
chain. It now serves as headquarters for the Juan Pollo chain, as well as a
McDonald's and Route 66 museum. With the expansion of McDonald's into many
international markets, the company has become a symbol of globalization and
the spread of the American way of life. Its prominence has also made it a
frequent topic of public debates about obesity, corporate ethics and
consumer responsibility.

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