If McDonald’s was to fulfill the dream he had for it, the franchisee would have to be willing to buy it. And the only way Ray Kroc could assure himself of that was to make certain that McDonald’s worked better than any of the other business products around. At the outset, Ray Kroc wasn’t just competing with other hamburger businesses—he was competing with every other business opportunity around!
The franchise model has to be more attractive than every other franchise for purchase. That's a lot!
