Fast Food Nation

Though untrained as an architect he came up with a

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Unformatted text preview: n of labor meant that a worker only had to be taught how to perform one task. Skilled and expensive short-order cooks were no longer necessary. All of the burgers were sold with the same condiments: ketchup, onions, mustard, and two pickles. No substitutions were allowed. The McDonald brothers’ Speedee Service System revolutionized the restaurant business. An ad of theirs seeking franchisees later spelled out the benefits of the system: “Imagine — No Carhops — No Waitresses — No Dishwashers — No Bus Boys — The McDonald’s System is Self-Service!” Richard McDonald designed a new building for the restaurant, hoping to make it easy to spot from the road. Though untrained as an architect, he came up with a design that was simple, memorable, and archetypal. On two sides of the roof he put golden arches, lit by neon at night, that from a distance formed the letter M. The building effortlessly fused advertising with architecture and spawned one of the most famous corporate logos in...
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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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