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Unformatted text preview: d in his memoir, “and it ran them out of
The enormous success of McDonald’s spawned imitators not only in the fast food industry, but throughout America’s retail economy.
Franchising proved to be a profitable means of establishing new companies in everything from the auto parts business (Meineke Discount
Mufflers) to the weight control business (Jenny Craig International). Some chains grew through franchised outlets; others through companyowned stores; and McDonald’s eventually expanded through both. In the long run, the type of financing used to grow a company proved less
crucial than other aspects of the McDonald’s business model: the emphasis on simplicity and uniformity, the ability to replicate the same
retail environment at many locations. In 1969, Donald and Doris Fisher decided to open a store in San Francisco that would sell blue jeans
the way McDonald’s, Burger King, and KFC sold food. They aimed at the youth market, choosing a name that would appeal to counterculture
teens alienated by...
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- Spring '08