needed not Noyce but Andy Grove, who in 1974 said he hoped to model Intel on McDonalds. The hamburger chain, Grove said, had taken standardization to a level that Intel would do well to copy. Intel needed to start thinking of itself as a maker of “high technology jelly beans” as uniform, standard, and predictable as the products served in clamshell boxes and paper wrappers emblazoned with the golden arches. Someone even mocked up a hamburger box emblazoned with “McIntel” for Grove. He kept it on his desk.70
