There were frequent letters to the wives of McDonald’s employees imploring them to be thrifty: cigarettes should be bought by the carton; socks, toilet paper, and toothpaste should be bought in quantity and on sale. “When beef, steaks, and chops are extremely high,” he added in one letter, “it certainly seems logical to use more fish, fowl, casserole dishes, and things of that sort that really have more flavor and save a lot of money.
