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Unformatted text preview: the annual system-wide sales of McDonald’s exceeded
$36 billion. Cited in “The Annual,” McDonald’s Corporation 1998 Annual Report.
“grinding it out”: Kroc, Grinding It Out, p. 123.
97 “Eventually I opened a McDonald’s”: Ibid., p. 123.
The distinctive architecture of each chain: For the use of chain architecture as “packaging” and Louis Cheskin’s advice to McDonald’s, see
Thomas Hines, The Total Package: The Evolution and Secret Meanings of Boxes, Bottles, Cans, and Tubes (New York: Little, Brown,
1995), pp. 121–24.
98 “mother McDonald’s breasts”: Quoted in “Brand Iconography: The Secret to Creating Lasting Brands?” Brand Strategy, February 20, 1999.
an IFA survey claimed that 92 percent: Cited in Dan Morse and Jeffrey A. Tannenbaum, “Poll on High Success Rate for Franchises Raises
Eyebrows,” Wall Street Journal, March 17, 1998. For the results of a similar, equally dubious IFA poll, see Joan Oleck, “The Numbers
Game: Retail Franchise Failure Rates,” Restaurant Business, June...
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- Spring '08