Editorial Review:
An informative study filled with behind-the-scenes stories follows the rise of McDonald's and its remarkably successful marketing strategies, in a completely revised edition with a new epilogue.
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Customer Reviews
Average Customer Rating: 
McDonald's  2008-02-10
Great information on one of America's best ran business. Excellent source of ideas for restaurant operators.
Great book for learning about execution 2007-11-11
I thoroughly enjoyed reading this book. The most interesting part is the actual history of the evolution of McDonald's- the company, the brand, the system. While many people can find fault with the fast food culture of the world and point a finger at McDonald's, one cannot ignore the incredible story that describes the creation of an entire culture. In fact, this book is a must-read for anyone who believes that great companies are created, not by great ideas, but disciplined execution, processes/systems and attention to detail. It taught me a lot about the workings of this giant even though I am not sure I would want to eat there anymore, particularly after reading "Fast Food Nation"!
Puff Piece  2007-07-23
Decent corporate bio, but definitely in the "authorized" category. Corporate missteps and blunders are glossed over, and the company is portrayed as having created everything. For example, did McDonald's really create centralized distribution? Was the creative accounting used to obtain financing in the 1960s OK since they didn't default on the loans, and it's more accepted today? Should the rage and childishness of Ray Kroc and later CEO Fred Turner exhibited at times be overlooked so easily? The book paints an extremely rosy picture of a company that is extremely flawed.
Interesting chronology and interpretation of the development of this monolithic American icon. Could have been more balanced and investigative, and relied less the corporate archives.
Daniel McDonald  2007-05-07
I worked for McDonald's from the month of Income Tax Day April 1996 straight till the month of W2 forms January 2004 for 7yrs 8mos. Filet O'Fish Philly Moses and Jesus Christ and the Loaves and the fishes.
My Grandpa Max was born on Christmas in Austria near Italy and the Vatican. The Big Mac was his Eucharist.
I did Not buy this book so I gave a 1 star just a review  2007-03-26
This probly has nothing to due with the book so im just going to give a small review of there store - Somthing to read -
Mc Donalds is all about making people FAT
they wont stop till everyone is over weight
They even got the kids into it making Ronald Mc Donald ( Hey kids come get fat I'll give you a FREE toy) (Happy Meal)
Please befor you go back to A mc Donalds Ask to see the Nutrition facts
Most mc donalds will not even have this for you to look at
Help America stay safe and healthy
Fast Food *HAS SIDE EFFECTS*
now im not talking about (oh no I had a pickel now Im itchy - No )
Im talking about Memory loss, Bad Head headaches, To much weight gain,
Tiredness, Gaging while eating, (Clearing Throat) Muscle twitches, Hiccuping, Strange dreams, And Other bad side effects.
Dont let Mc Donalds Take YOU out Fight back and save a life
Thank You.
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