Many of the registered trademark products that the McDonaldвЂ™s brand is still known for were introduced in the 1960вЂ™s. Kroc was able to buy the McDonaldвЂ™s brothers out in the early 60вЂ™s and the company went public in 1965. In 1962 the iconic registered trademark Golden Arches logo was introduced and in 1963, McDonaldвЂ™s sold their millionth hamburger and the registered trademark character of the Ronald McDonald clown was introduced to appeal to children. Also, Kroc believe in the power of advertising and started an advertising campaign with the registered trademark slogan Look for the Golden Arches. interstate highways was expanding and with it, the suburbs, so demand for quick and cheap food was growing.

However, growth exploded in the 1960вЂ™s due to several factors. Under Kroc, the brand started to slowly expand during the 2 nd half of the 1950вЂ™s. 5% of gross profit to the McDonaldвЂ™s brothers. By the time Roy Kroc headed back to Chicago, he had convinced the brothers to give him the rights to take the company to a national level, with the exception of the territories in California and Arizona where there were already established locations. The brothers were doubtful that their self-serve model would do well in colder, wetter climates they were also busy with their successful local franchises and had several more planed, they didnвЂ™t want to take on the risk of a national expansion at that time. He liked what he saw and thought it would do well nationwide. Kroc went out to California from his home in Chicago to see the operation in San Bernardino because they were using 8 of the Prince Castle brand multimixer milkshake machines that he sold and he was intrigued that a single restaurant would use so many. The astronomical success of the modern McDonaldвЂ™s corporation can be credited to a meeting between Ray Kroc and the McDonaldвЂ™s brothers in 1954. It has never been required to comply with the McDonaldвЂ™s Corporation updates for that reason and it holds the distinction of being the oldest surviving McDonaldвЂ™s restaurant. The 2 nd location was licensed by the McDonald brothers themselves to Roger Williams and Bud Landon and was located in Downey, California. His location, in Phoenix, Arizona, has the distinction of being the first McDonaldвЂ™s to sport the Golden Arches design. In 1953, they set up their first 2 franchise deals. They also spread the seats further apart making it harder to socialize and they also used corn shaped cups, making it impossible to set oneвЂ™s drink down and would therefore speed up the meal. It also made changes to the seating design, turning it from a sit-down restaurant into the more modern fast-food seating design, making it uncomfortable for customers to linger over a meal by turning off the heating. This design included the first appearance of the now world-famous registered trademark Golden Arches. In 1952, the McDonald brothers worked with architect Stanley Clark Meston, to design a new restaurant building with the goal of improving efficiency and developing a more eye-catching appearance. They renamed the re-vamped restaurant McDonaldвЂ™s on Decemand launched the now famous registered trademark brand.

They also changed it to a self-service format instead of the carhops and set up the kitchen like an assembly line to be as efficient as possible. They changed out the potato chips and apple pie for French fries and milkshakes after the first year. They would only sell hamburgers, cheeseburgers, potato chips, apple pie, coffee and soft drinks. In 1948 after realizing that hamburgers were their most profitable item, the brothers closed down their carhop restaurant to create a simpler menu and a streamlined system. That restaurant, in San Bernardino, California was called McDonaldвЂ™s-Bar-B-Que and had over 25 menu items. Their father opened a fast-food restaurant in 1937 and the brothers took it over in 1940. Originally from Manchester, New Hampshire, their family had moved to California in the late 1930вЂ™s. The first McDonaldвЂ™s opened in 1948 by brothers Richard (Dick) and Maurice (Mac) McDonald. Many of its registered trademark food products from the Big Mac to Chicken McNuggets are instantly recognizable as being from McDonaldвЂ™s. It placed 7 th on the list of the top ten most valuable American brands in 2020, with a brand value of $143.8 million dollars. McDonaldвЂ™s is an American-based international fast food restaurant empire with close to 39,000 franchised locations worldwide.

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