Unformatted text preview: e outfit, Scott came up with the name Ronald McDonald, and a star was born. Two years later the
McDonald’s Corporation introduced Ronald McDonald to the rest of the United States through a major ad campaign. But Willard Scott no
longer played the part. He was deemed too overweight; McDonald’s wanted someone thinner to sell its burgers, shakes, and fries.
The late-1960s expansion of the McDonald’s restaurant chain coincided with declining fortunes at the Walt Disney Company. Disney was
no longer alive, and his vision of America embodied just about everything that kids of the sixties were rebelling against. Although
McDonald’s was hardly a promoter of whole foods and psychedelia, it had the great advantage of seeming new — and there was something
trippy about Ronald McDonald, his clothes, and his friends. As Mc-Donald’s mascot began to rival Mickey Mouse in name recognition, Kroc
made plans to create his own Disneyland. He was a highly competitive man who liked, whenever possible, to settle the score. “If they were
drowning to d...
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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.
- Spring '08