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Unformatted text preview: as important as how the food tasted. He liked to tell people that he was really in show business, not the restaurant business. Promoting
McDonald’s to children was a clever, pragmatic decision. “A child who loves our TV commercials,” Kroc explained, “and brings her
grandparents to a McDonald’s gives us two more customers.”
The McDonald’s Corporation’s first mascot was Speedee, a winking little chef with a hamburger for a head. The character was later
renamed Archie McDonald. Speedy was the name of Alka-Seltzer’s mascot, and it seemed unwise to imply any connection between the two
brands. In 1960, Oscar Goldstein, a McDonald’s franchisee in Washington, D.C., decided to sponsor Bozo’s Circus, a local children’s television
show. Bozo’s appearance at a McDonald’s restaurant drew large crowds. When the local NBC station canceled Bozo’s Circus in 1963,
Goldstein hired its star — Willard Scott, later the weatherman on NBC’s Today show — to invent a new clown who could make restaurant
appearances. An ad agency designed th...
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- Spring '08