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Unformatted text preview: eath,” Kroc once said about his business rivals, “I would put a hose in their mouth.” He planned to buy 1,500 acres of land
northeast of Los Angeles and build a new amusement park there. The park, tentatively called Western World, would have a cowboy theme.
Other McDonald’s executives opposed the idea, worried that Western World would divert funds from the restaurant business and lose
millions. Kroc offered to option the land with his own money, but finally listened to his close advisers and scrapped the plan. The
McDonald’s Corporation later considered buying Astro World in Houston. Instead of investing in a large theme park, the company pursued a
more decentralized approach. It built small Playlands and McDonaldlands all over the United States.
The fantasy world of McDonaldland borrowed a good deal from Walt Disney’s Magic Kingdom. Don Ament, who gave McDonaldland its
distinctive look, was a former Disney set designer. Richard and Robert Sherman — who had written and composed, among other things, all
the songs in Disney’s Mary Poppins, Di...
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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