Ray had never been to a burger joint like it; it was somewhere he would have happily taken his wife and children. And he saw that the operation could easily be upscaled. His excitement was visceral; he was ‘wound up like a pitcher with a no-hitter going’. He knew he had to buy the rights to franchise the operation and spread it across America.1 Within the next few years, Ray would risk all his savings to buy out the two brothers who owned it. He would keep the emblem of its golden arches, though, and despite the acrimonious split, the brothers’ name – McDonald – would still be emblazoned on
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