52-year-old ray kroc thinks that the two most important elements of the catering industry are low price and neatness, and thus has built the world's largest fast food kingdom: McDonald's.

It seems that it's not too late to master the secret of success at the age of 52. Before that, klock lived a conscientious life as a salesman for 31 years. However, years of promoting multi-functional milkshake mixers have enabled him to seize the opportunity to achieve the future. One day, a restaurant in San Bernardino, California, ordered eight milkshake mixers from klock (usually only one or two at most), and it was said that the business was so good that they would operate around the clock. Out of curiosity, klock decided to see for himself.

In 1954, he met this hamburger restaurant and its operators Dick McDonald and Mark McDonald. Since then, I have formed an indissoluble bond with McDonald's. The self-proclaimed veteran of World War I has indestructible confidence in his vision. He once described the past like this: "I was 52 years old, with diabetes and early arthritis. I had my gallbladder and most of my thyroid removed in my early sales career, but I always believed that the best time in my life was still ahead."

in p>1961, klock finally persuaded the McDonald brothers to transfer the restaurant to himself at a low price of $2.7 million.

Since then, McDonald's has entered the klock era, although it has never changed the basic pattern designed by the two brothers. He firmly believes that neatness is the core of the catering industry. From the entire storefront, to the parking lot, the kitchen floor and even the uniforms of the shop assistants, klock spared no detail. At this point, he is like a demanding devil: "If you have time to stand, you must have time to clean up." In terms of characteristics, klock is almost striving for perfection. For a small French fries, it took ten years, cost 3 million dollars, improved hundreds of production methods, and finally fried it into a famous food with unique flavor.

In p>1963, the neon light tube at the entrance of every McDonald's store was marked with the sales volume of more than 1 billion hamburgers; In the same year, Leonard McDonald, a clown wearing a red dress and a yellow vest, began to appear. John Mariani's famous "Americans Eating Out" records: "Since 1965, Leonard McDonald was advertised on national television. In the past six years, 96% of American children have remembered him, which is far higher than the popularity of the American president at that time."

under the strict system management, five years later, klock's McDonald's grew to 1,111 stores, and reached 5,111 in 1978. After more than 41 years' development, McDonald's has nearly 31,111 stores all over the world in 114 countries and regions, and has become one of the three famous brands like Marlboro and Coca-Cola.

klock provides Americans with a casual and easily recognizable restaurant chain, with friendly service and low price, without waiting in line or making an appointment. His success stems from his keen awareness of the trend of mass consumption, but more importantly, his long-term ability to strengthen and change this trend. The reason why people came to McDonald's was tacitly understood: we came to "eat", not "have a meal"-klock was pleased to hear this sentence after 31 years of running McDonald's. And on October 4th, 1983, klock died at the age of 81.

klock has been immersed in official affairs all his life and rarely gives interviews to the media. After his death, people found these words from the motto of his McDonald's headquarters office: "Talent" can't: it is not uncommon for people who are brilliant but accomplish nothing. "Genius" can't: it's not uncommon to be a genius but not appreciated. "Education" can't: it's not hard to find people who are educated and have no jobs. Only perseverance and determination are omnipotent. [Edit this paragraph] ray kroc's management wisdom 1. klock clearly realized that there is no end to market competition. In the selection of milk products and the meat quality of hamburgers, all of them were obtained by klock's spending huge sums of money on experiments.

2. At the beginning of McDonald's business, klock's generosity played a vital role.

3. klock's "consistency" principle has enabled McDonald's to survive, won a good reputation for McDonald's and laid a good foundation for McDonald's to March into the world.

4. klock's success lies in his unique business philosophy, and therefore he created a very unique restaurant management mode.

5. McDonald's, a distinctive mode of operation, was gradually produced in the process of continuous development and perfection of McDonald's.

6. McDonald's is famous for its unique style on the world food stage. Its authentic hamburger taste and unparalleled quality service have condensed into a culture and a shocking, lasting and profound influence.

7. klock believes that quality is the life of an enterprise, and only with excellent product quality can an enterprise have greater development.

8. klock not only attaches great importance to food quality, but also attaches great importance to service quality.

9. In order to improve the service quality, klock is very serious about the selection of staff.

11. First of all, klock asked every waiter to be good at smiling, because smiling can be exchanged for gold. If you frown at the customer, the customer will turn around in front of the cold face. [Edit this paragraph] Management strives for standardization 1. Modern management of enterprises cannot be separated from standardization of operations.

2. McDonald's company has unambiguous requirements for the standardization of its staff's work. All the rules and foundations of McDonald's company were basically laid in the first ten years after the company was founded.

3. klock values highly consistent standardization, and requires all McDonald's franchisees to meet service standards and standardization.

4. The McDonald's Manual uses 11 pages to explain what franchisees must do: how to track inventory, how to prepare cash statements, how to predict turnover, how to make work progress and other detailed things.

5. McDonald's manual makers try their best to find every detail and standardize it. For example, how the waiter gets the cup, switches on and off the machine and so on.

6. Good service is an important part of klock's business philosophy.

7. klock believes that good service.