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Unformatted text preview: powdered instant beverages called “Malt-a-Plenty” and
“Shake-a-Plenty,” a gadget that could dispense whipped cream or shaving lather, square ice cream scoops, and a collapsible table-and-bench
combination called “Fold-a-Nook” that retreated into the wall like a Murphy bed. The main problem with square scoops of ice cream, he
found, was that they slid off the plate when you tried to eat them. Kroc used the same basic technique to sell all these things: he tailored his
pitch to fit the buyer’s tastes. Despite one setback after another, he kept at it, always convinced that success was just around the corner. “If
you believe in it, and you believe in it hard,” Kroc later told audiences, “it’s impossible to fail. I don’t care what it is — you can get it!”
Ray Kroc was selling milk-shake mixers in 1954 when he first visited the new McDonald’s Self-Service Restaurant in San Bernardino. The
McDonald brothers were two of his best customers. The Multimixer unit that Kroc sold...
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- Spring '08