Fast Food Nation

A brand offers a feeling of reassurance when its

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Unformatted text preview: to many texts on the subject, can be expressed in one word: “uniformity.” Franchises and chain stores strive to offer exactly the same product or service at numerous locations. Customers are drawn to familiar brands by an instinct to avoid the unknown. A brand offers a feeling of reassurance when its products are always and everywhere the same. “We have found out… that we cannot trust some people who are nonconformists,” declared Ray Kroc, one of the founders of McDonald’s, angered by some of his franchisees. “We will make conformists out of them in a hurry… The organization cannot trust the individual; the individual must trust the organization.” One of the ironies of America’s fast food industry is that a business so dedicated to conformity was founded by iconoclasts and self-made men, by entrepreneurs willing to defy conventional opinion. Few of the people who built fast food empires ever attended college, let alone business school. They worked hard, took risks, and followed their own paths. In many respects, the fast food industry embodies the best and the worst of Ameri...
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This note was uploaded on 02/25/2014 for the course MGMT 120 taught by Professor Litt during the Spring '08 term at UCLA.

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