Crocker's family was difficult in his early years, and he dropped out of high school after only one year. He played the piano in several traveling bands, and worked as a music festival director on Radio Chicago. Since 1929, Crocker has been engaged in sales promotion for the next 25 years, first helping people sell real estate in Florida, and then selling paper cups in the Midwest of the United States. As a salesman, he has tasted too much bitterness of failure. After I failed to promote real estate in Florida, I was completely broke and broke. At that time, I didn't have a coat, a raincoat or even a pair of gloves. When I drove into Chicago and crossed the cold street to get home, I was freezing. Crocker later recalled that unforgettable day like this.
In p>1937, Crocker became the owner of a small company that distributed milk mixers. The milk mixer is a machine that can mix and stir five kinds of wheat milk at the same time. He survived the impact of the Second World War, and his business was bleak, so he could barely survive. In the 195s, Crocker, who had reached the age of destiny, was still an unknown small boss. In the same year that Crocker became a small boss, Mike and Dick, the Jewish brothers, found that 8% of their income came from hamburgers through the study of restaurant income in the past three years. As a result, the Mai Brothers began to carry out a major reform in their management mode, mainly selling this kind of hamburgers with 15 cents each, and adopting self-service dining, all using paper tableware and providing fast service-this refreshing management mode of hamburger small restaurant was a great success!
Subsequently, McDonald's Brothers started to set up chain stores and personally designed the signboard of Golden Double Arch. By 1954, McDonald's hamburger restaurant with 1 chain stores had an annual turnover of $2,. Nevertheless, the short-sighted McDonald brothers didn't realize the value of their invention, while the sharp-eyed Crocker saw the brilliant prospect of this industry. One day in 1954, Crocker, as the owner of the milk mixer, found that the restaurant opened by the Mai brothers in San Bernardino ordered eight milk mixers at a time. Crocker was shocked by such a large purchase. In order to find out the reason, he specially rushed to San Bertino. Compared with numerous hamburger restaurants at that time, this McDonald's restaurant seems to have little difference in appearance. However, Crocker was strongly shocked. It was noon, and the small parking lot was crowded with people, as many as 15 people, and there was a long queue in front of McDonald's restaurant. The waiter at McDonald's works quickly and can deliver the food ordered by the guests within 15 seconds-a way that Crocker has never seen before.
Crocker immediately decided to open a chain restaurant. The next day, he negotiated with the Mai brothers. The McDonald's brothers quickly promised him the right to open chain stores all over the country, but the conditions were quite harsh. It was stipulated that Crocker could only draw 1.9% of the chain store turnover as a service fee, of which only 1.4% belonged to Crocker and .5% belonged to the McDonald's brothers. The ambitious Crocker accepted this condition without hesitation.
in March p>1955, Crocker's McDonald's chain company was formally established. The first McDonald's restaurant owned by the company opened in Desipros in April of the same year. In September, a second restaurant opened in Si Nuo, California. Three months later, a third restaurant was established in Ressard, California. Crocker, who was born as a salesman, made the opening of branches faster and faster with his sales genius. By 196, Crocker had owned 228 McDonald's restaurants, with a turnover of $37.8 million, and the Mai brothers took .5%-that is, $189, in profits, while the McDonald's chain system only earned $77, this year. With the expansion of the scale, the Macpherson brothers will draw more profits. Moreover, according to the provisions of the contract in that year, Crocker was not allowed to make any changes to the fast service system established by the McDonald brothers, but in fact Crocker made at least hundreds of minor improvements in his operation. McBride's harsh regulations have seriously hindered the further development of McDonald's business.
McDonald's must be bought out-Crocker made up his mind. At the beginning of 1961, after negotiations, the Mai brothers agreed to sell the right to operate McDonald's. However, the Mai brothers offered an amazing price: they wouldn't sell it unless it was $2.7 million-including $1 million each for the brothers, $7, for taxes and cash! Crocker was furious. He put down the phone and forced himself to calm down. They set the price so high knowing that he could not afford so much money, and their intention was obvious, that is, they didn't want Crocker to have control. After much consideration, Crocker finally agreed to the harsh conditions of the Mai brothers. Crocker and his talented CFO, Sonaben, tried their best to borrow $2.7 million and bought the name, trademark, copyright and cooking formula of McDonald's restaurant. At this point, all McDonald's fast food restaurants in the United States belong to Crocker's name. Although the company's name is still McDonald's, it no longer has anything to do with McDonald's brothers.