McDonald's was founded. The history of the McDonald's brothers and their famous brand

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The history of McDonald's, how the company developed, the first steps, in what year did the first restaurant open, how was it? The history of the development of the McDonald's brand itself, who first proposed just such a designation? Are there any prerequisites for the further development of the corporation, in particular, in the Russian market? This will be discussed further in more detail.

The history of creation, the emergence of a long time was hidden in secret, many did not even know the true reason for the emergence of the company. The history of the company begins more than banally, the brothers Dick and Mac McDonald back in 1940 decided to establish their own small restaurant, primarily aimed at drivers. The establishment did not differ in anything special, a classic menu, slow service and terrible unsanitary conditions. But, despite such terrible shortcomings, the brothers managed to earn $ 200,000 a year.

Over time, they decided to change the concept of their restaurant, opening a completely different establishment in 1948. The main features boiled down to the fact that instead of the usual 25 dishes, only 9 were offered. Plus, a service system was developed, initially, which assumed self-service. But, a few months later, the brothers had to abandon such a scheme, because no gain in service time was observed at all.

But, having improved the quality of food, increased the speed of service, improved the overall impression of the premises, they did not stop there and moved on. The main factor that played on the popularization of their establishments was the reduction in the cost of dishes. If previously customers had to pay 30 cents for a classic hamburger, after the innovations, the price dropped to 15 cents.

And just a few months later, huge queues lined up in their shop. And despite the cheap food, they managed to increase their annual turnover to $300,000. But, the real success came after the publication in 1952 of a note in the American Restaurant Magazine. After this release, the first requests were received to open establishments under their brand. By the way, the first restaurant that was opened according to a similar scheme appeared in the state of Arizona, the owner of a small cafe, Neil Fox, became the lucky one to whom the brothers entrusted their brand.

Who is the founder of McDonald's

The success story of one of the largest fast food restaurants was impossible without two brothers Dick and Mac McDonald. But there was another man, the founder of McDonald's, a successful coffee mixer dealer, Ray Kroc. He was surprised who needed so many mixers at once, in connection with which he decided to personally get to know the MacDonald brothers. Seeing their brainchild in 1954, he realized that such a service should be world famous and offered his services to sell a franchise.

The fact is that at that time the brothers were selling the McDonald's franchise for mere pennies, while not receiving a percentage of the income and not having even the slightest idea of how food is prepared and service is provided in their partner restaurants. For his services, he asked for 1.5% of the income of each institution, and only 0.5% went to the founders. In 1955, it was Krok who registered the company, so this year is considered the generally accepted and official "birthday" of McDonald's. Although, in fact, the technology and service were familiar several years before the official registration of the brand.

Prospects for the development of the company

The development plans are grandiose, the company wants to enter as many countries as possible, opening mainly franchised restaurants. By the way, to date, the franchise is worth more than one million dollars.

However, the history of restaurants, the latest statistics indicate that McDonald's is being squeezed out of the usual market by younger and more promising networks. In particular, the share of customers has been steadily declining in the Russian market over the past few years. This is primarily due to doubts about the quality of food, when competitors in this industry offer a better and more rational menu.

But, global statistics are still on the side of McDonald's and in the coming years the number of franchised enterprises will only grow.

Brand history

The history of the brand is rooted in the surname of the brothers, as you can see, there is no secret here. However, with regard to the trademark, as is known, until 1962, the dancing cook was listed as the logo. The history of the logo in the form of the letter "M" was put by Dick MacDonald. Initially, he planned to make a logo associated with his last name, and one day he liked a bridge in the USA, which repeats the letter “M” in shape.

Raymond Albert Kroc (Raymond Albert Kroc, years of life: October 5, 1902 - January 14, 1984 ), abbr. Ray Kroc is an American entrepreneur and founder of McDonald's, a chain of fast food restaurants. For the businessman's contribution to the formation and development of the catering industry, Time magazine in 1998 included him in the TOP 100 most significant people of the 20th century.

The man who personally scraped gum in his first restaurant managed to make a fortune of $500 million. The biography of Ray Kroc is able to shame those who complain about adverse circumstances. His life story will tell what ingredients the recipe for the dish "success" consists of.

Each person is responsible for all their successes and failures.

RAY KROCK SUMMARY

2018 marks the 116th anniversary of the birth of a man who proved by his own example that there is no single “lucky” template. Mr. Kroc hit his "big jackpot" by being neither young nor healthy. His bile and thyroid glands were removed, diabetes and arthritis were diagnosed in the initial stage. At the same time, he described his own state optimistically, in the spirit of the phrase “a man in the prime of life”:

A scarred veteran, hardened on the business front, I was still eager to fight.

A modern employer, looking at the then resume of Ray Kroc, may refuse such a candidate (“goodbye, we will call you”). After all, at the time of the fateful decision that led to the creation of a multimillion-dollar fast food empire, Kroc turned ... 52 years old! Isn't it too late to jump into action?

Let's see what else could be indicated in the summary of this unique personality:

work experience:

music store owner
musician at the radio station
real estate sales manager
traveling salesman (realization of paper cups, multimixers)

Personal qualities: good oratory skills

It's hard to believe that this is a characteristic of a man who managed to build a national network of fast food restaurants. To understand how his character was formed, let's start the description of the history of the legendary man from the beginning.

Video: Giant queues at the first McDonald's in the USSR

The childhood and youth of Ray Kroc

Raymond Albert Kroc, known by his short name Ray, was born October 5, 1902 in Oak Park, a western suburb of Chicago, Illinois. He was born into a family of immigrants, his ancestors were Czechs by nationality.

Ray's father, Louis Kroc, worked for Western Union from the age of 12, and his wife, Rose, took care of the household. Three children grew up in the Krok family: the eldest Raymond, the middle Bob and the youngest Lauren. With his brother and sister, Raymond had an age difference of 5 and 8 years.

Being a passionate fan of the Chicago Tigers baseball team, the father introduced his eldest son to this sport. As a 7-year-old boy, Ray first visited the old city stadium. We all come from childhood: having become rich, in 1974, Kroc would acquire the San Diego Padres, a baseball club in the National League.

The Krok couple were not prosperous. For the sake of additional income, Mrs. Kroc gave private piano lessons, so part of the housework fell on the shoulders of her eldest son. Ray has been accustomed to work since childhood: he made beds, dusted, washed floors.

His grandmother had just the same mania for cleanliness: after washing the floors in the kitchen, she covered the clean surface with newspapers so that it would not get dirty. Printed pages lay on the floor until the next cleaning. Kroc, having inherited a slightly lesser obsession with order, will later set McDonald's a high bar for cleanliness.

Ray's dad, having finished only 8 classes, sought to give his children a complete education. But Kroc Jr. was not attracted to reading or studying. Little Raymond spent a lot of time thinking, imagining different situations. "What are you doing?" - Ray's mother was interested, according to her son's recollections, a woman is affectionate and caring. "I'm just thinking," came the reply. He was nicknamed the "dreamer", but Krok was not just "head in the clouds." He thought it through and acted. The ability to analyze information, make their own judgments will be useful to him in adulthood:

Competitors can steal my plans, but they can never read my mind.If so, I will always be ahead of them by several miles.

From an early age, Raymond loved trading. As a schoolboy, he helped his uncle in the pharmacy, selling soft drinks (in the US, pharmacies also had the function of small cafes, remember that the history of Coca-Cola began with its sales in pharmacies). The boy realizes that his smile can easily convince a customer who has come in for a cup of coffee to order ice cream as well. "American style" - energy, the ability to shake hands, attention to detail - Ray likes it.

In middle school, a teenager earns money in a grocery store, in seniors, he opens a music store with friends. In a closet rented for $25, the guys sell sheet music and exotic instruments. Possessing, like his mother, musical abilities, Ray plays the piano to attract visitors. And although the shop soon had to close, this undertaking was an excellent practical experience. The future restaurateur understands the importance of work, later he will say:

Work is the meat in the hamburger of life.

During his studies, Ray was attracted only by the discussion club, the guy liked to be in the spotlight. He mastered what is now called "storytelling" - the art of telling stories and influencing the audience. Once, discussing the dangers of smoking, the young man so colorfully described the story of his grandfather, whose only joy in his declining years was his smoking pipe, that by the end of his fiery speech, his listeners had tears in their eyes.

Career ups and downs

WORLD WAR I

In 1917 America enters the First World War. 15-year-old Krok, despite the resistance of his parents, "throws" a couple of years at the recruiting station and becomes the driver of a Red Cross ambulance van. His unit is sent to Connecticut for training.

Ray meets another conscript who overestimated the age - 16-year-old. He constantly draws, while other colleagues whip the girls. Kroc saw a life lesson in this: his pictures will remain for centuries, and almost none of those girls are alive anymore.

The warring countries conclude a truce and, not having time to plunge into the theater of operations, Ray returns to Chicago. Ray did not want to sit down at the student's bench, but succumbed to the persuasion of his father and mother. Having “done” at the desk for a semester, he quits classes and becomes a street vendor. Selling coffee and small haberdashery, he sells quite decent $30 a week for 1919, and soon earns more than his father.

BETWEEN THE DEVIL AND THE DEEP SEA

Young Ray was a self-confident heartthrob, but it soon seemed to him that he had met true love. The chosen one's name was Ethel Fleming, and her parents agreed to the marriage on one condition: the groom must find a stable job. So young Kroc becomes a paper cup salesman for Lily Cup Co. In 1922, the wedding of Ray and Ethel took place, and 2 years later the couple had a daughter, Marilyn.

In the period between the two wars, in order to feed his wife and daughter, the father of the family sells cups during the day, and plays music on the piano at the radio station in the evening. In search of a better income, in the mid-20s, Kroc quits the Lily Cup and leaves for Florida. But when the local land boom subsides in 1926, the 25-year-old failed real estate agent returns to his former employer.

In 1929, the Lily Cup merged with the Tulip Cup, and Kroc's area of responsibility expanded. He sells goods to wholesalers: pharmacy chains, stadiums. Kroc bombards them with rationalization suggestions that increase THEIR productivity (which ultimately affects the sales of HIS cups).

In the late 30s, engineer Prince invents an apparatus for simultaneous (up to 5 pcs.) Whipping cocktails. Krok lights up with the idea of implementing these multimixers. With 17 years of experience behind him and the title of "the best dealer of the company", he decides to leave a guaranteed income. Wife Ethel considered the venture, to put it mildly, adventurous, but Krok's rule says:

If you do not like to take risks, you should not meddle in business.

In 1939, Ray registered his own company for the sale of mixers "Malt-A-Mixer" (later - Prince Castle). To increase sales, the "dreamer" again connects his imagination, coming up with cocktail recipes (for Delacato you will need Kahlua liqueur, cognac, ice cream).

THE SECOND WORLD WAR

Kroc's firm is on the brink of bankruptcy as the US enters World War II. For the manufacture of mixing electric motors, copper is required, and all of it goes to the “defense industry”. Kroc demonstrates entrepreneurial flexibility:

I just had to look for other possibilities.

Kroc's career is shaped like a sine wave: the curve goes up, then down, up again - a real "roller coaster"! And although he has many unsuccessful undertakings, his ability not to give up can only be learned.

Introduction to McDonald's

MISTER MULTIMIXER

After the war, Krok annually sells 9,000 multi-mixers, but in the early 50s, sales fall. An improved device released by market rivals replaces Croc's favorite "brainchild". With Mr. Croc, the conversation is short:

If you see your competitor drowning, grab a fire hose and put it in his mouth.

Raymond is worried about falling mixer sales. He analyzes that the McDonald brothers have already ordered the 9th and 10th mixers for their diner, and in fact similar establishments buy no more than two devices for whipping cocktails. Kroc's interest is fueled by phone calls from different states: customers are asking for "the same multi-mixer that is installed at McDonald's." Ray Kroc gets behind the wheel and drives to San Bernardino, California to see for himself how the brothers are doing business.

“While you are green, you grow, but when you are ripe, you will rot,” says an American proverb.

By his own admission, in 1954, Krok was "green as St. Patrick's clover." Here begins the amazing story of the transformation of a traveling salesman into a millionaire.

15 SECONDS THAT CHANGED LIFE

Snack for motorists "McDonald's" pleasantly surprises our "cleaner": Krok does not notice any flies or debris. In line at the serving window, Krok provocatively mutters “I never stood in line for a hamburger in my life,” but the customers of the establishment praise the self-service restaurant. Traveling across the country, the salesman really did not see this: orders are completed in 15 seconds!

The McDonald brothers, older Mac and younger Dick, greet "Mr. Multimixer," as they call him among themselves. Almost one in three of their customers buys a cocktail whipped on Ray's machine. They say that having opened a diner in 1940, after 8 years they reorganized it: they reduced the staff, cut the menu to 9 positions. This made it possible to organize a conveyor in the kitchen, when employees perform a simple function that does not require special qualifications.

First restaurant owned by the McDonald brothers

Children like to watch the perfected actions of grillmen, cocktailmen and jarmen through the huge windows of the diner. And where the children are, the whole family is there. The target audience of McDonald's are couples; the lack of waitresses to attract fun lovers also contributes to this.

Kroc was able to think big:

I could distinguish a worthwhile idea from an empty one.

He sums up the virtues of the new organization of the food system - cleanliness, speed of service, attraction of family Americans. "Mr. Multimixer" informs the brothers that their business has bright prospects for expansion! But McDonald's does not plan global expansion, the established ratio of "troubles / incomes" suits them quite well. Now, if they had a franchise agent who would take over this work ...

Ray did not miss his chance for success, he convinces Dick and Mac to sell him the license to distribute McDonald's.

Ray Kroc and franchising

FRANCHISING AGENT

$ 15,000 - this price was set by the brothers for the right to “clone” their restaurant around the country. Banks gave Krok a “turn from the gate” to get a loan, he mortgages a house and medical insurance. Where did he get his confidence from? One of the rules for his success is:

Turn your fear into faith.

On March 2, 1955, Kroc founded the McDonald's System Inc franchise company (after 1960, McDonald's Corporation). At that time, dozens of businessmen were introducing franchising into the fast food industry, all major restaurant owners traded in licenses. What made it possible for McDonald's to achieve and then step over the national scale?

Ray didn't invent fast food - he sold it, he didn't invent franchising - he perfected it. Kroc's approach to franchising was no less revolutionary than the "know-how" of the brothers in the food industry.

Ray Kroc near one of his franchises (1961)

In the comparative table it is easy to see the essence of these innovations:

As a born salesman, Kroc put the needs of his customers first. In the new enterprise, buyers of the McDonald's license became his clients, and he successfully beat his own concept:

The more I help others succeed, the more successful I am myself.

Krok did not get rich in one day, at first he had to tighten his belt more tightly: he refused membership in a country club, pulled on utility bills. Profit was not his priority, his dream was to build the perfect McDonald's chain:

Never think about just making money!Love what you do and success will come to you!

In the first year, Kroc sold 18 franchises, one of the licenses went to Chicago journalist Sandy Egate. Having invested $ 950 in the purchase of a license, and $ 25,000 in construction, in 1955 he opened his McDonald's. The diner was an instant success, making hundreds of dollars a day, its profits exceeding Kroc's by an order of magnitude. Eget was the first franchisee to get out of rags to riches and acquired a luxurious mansion.

The best PR company is hard to imagine, people are lining up to buy a chance at wealth - a franchise. From individual successful franchisees, the McDonald's empire grew. And they began to say about Kroc that he populated the United States with millionaires.

Ray Kroc Business Secrets

FIRST OWN RESTAURANT

Kroc opened his own McDonald's on April 15, 1955 in Des Plaines, Illinois. It was as if he sold the franchise to himself, although the contract forbade such a “trick”. In 13 years, the thousandth restaurant will open in this city.

Before dawn, Krok came to the restaurant and, together with the cleaner, prepared it for opening. He could water the area, clean the garbage cans, pick out sticky gum: “I didn’t consider it shameful to mop the floor or clean the toilets, even if I was wearing a good suit.” Hard worker? His famous "crokism" confirms this:

The pot dividend is good luck. The more you sweat, the luckier you will be.

Not only in his restaurant, Kroc implemented McDonald's standards. He traveled all over America and checked how franchisees comply with the KKCHD formula: Quality, Service Culture, Cleanliness, Affordability. McDonald's became his life's work:

I believe in God, family and McDonald's. When I'm at work, the order is reversed.

Krok was a real "demon of cleanliness": windows had to be washed daily, hoods and refrigerators - every other day, untidy nails and beards were forbidden to workers. Every employee must have a cleaning cloth: “If there is time to sit down, then there is time to clean up.”

In 1958, in a voice mail, Kroc informed the McDonalds: “I already know four firms selling hamburgers for 15 cents ... things are being conducted there anyhow. We will be the first among the strongest.”

ME AND MY YOUNG TEAM

The secret to the long-term success of the system built by Kroc is that strict adherence to corporate standards did not negate the manifestation of personal abilities. A businessman could attract the right people, see talents.

In 1956, he hires 23-year-old Fred Turner. The young guy becomes another embodiment of the "American dream": starting a career as a simple worker, he will grow to the president of the corporation and chairman of the board of directors.

Turner recalls that Kroc could give excellent speeches without preparation. He talked fascinatingly about the technical details of the work of McDonald's, and even when he explained how to bake a bun, the audience seemed to see it in reality! Even enemies admitted that Ray Kroc could perfectly:

sell hamburgers
Earn Money
tell stories.

In 1961, the brothers Dick and Mac agree for $2.7 million (a million each, the rest for taxes) to fully sell their trademark to Croc. He did not have that kind of money, and banks refused to lend, not considering the chain of cheap restaurants seriously.

The accountant Richard Boylan managed to help Kroc. In "assets" of the company, Boylan recorded the leased buildings and land, and in "income" - the projected increase in property prices. Simple calculations, prohibited by American accounting rules, "increased" the company's profit by 4 times. The accountant explained that he did not hide the facts and did not deceive anyone, but explained everything in the notes.

Note: Except people don't read notes.

It's easy to have principles when you're rich. It's much harder to afford them when you're poor.

Harry Sonneborn, the company's chief financial officer, took over and found creditors. The required $2.7 million was lent to universities because the financier explained to them that McDonald's was not in burgers, but in real estate. Lenders received a percentage of the income (equal to what the brothers used to take), and Kroc received the freedom to manage the brand.

It was Sonneborn who developed a profitable sublease scheme that allows him to control the real estate industry. The company bought or rented real estate (land plots and restaurant buildings) for a fixed amount, and then subleased it to franchisees who paid a percentage of sales for this.

These examples show that Ray Kroc managed to put together an excellent team of professionals, which he appreciated:

None of us individually is as good as all of us together.

Despite the merits of Kroc, he also had his own "peculiarities": the leader liked to scatter the word "fire". Any trifle could be the reason, once he ordered to calculate an employee who asked to borrow a dollar in order to pay for parking a car. According to the boss, a serious person should take care of the availability of small money in advance. However, for this, they still did not cut.

SANTA'S Rival

Kroc was well aware that the cost of stimulating demand would pay off handsomely. Understanding the importance of advertising, one of the marketing components, distinguishes all outstanding businessmen: (who gave $ 3 out of 4 for advertising), (advertising his product in the nude), (shocking in advertising with obscene words).

The McDonald's brand, whose prosperity was laid by Kroc, entered the TOP-10 brands in the world (9th place according to Forbes for 2017).

HIS UNIVERSITIES

A man who did not graduate from universities founded his own. But not ordinary.

Kroc's quote reads:

We have too many bachelors, but too few grocers.

In 1961, the world's first corporate catering university, the University of Hamburgerology, opens in Illinois. The McDonalds' Hamburger University teaches modern management and company standards.

The Russian McDonald's will develop together with the new CEO - Mark Karena, who replaced Oleg Paroev at this post. The appointment took place in June 2018 and was accompanied by a massive modernization of the restaurant chain.

He began his career in one of the world's most popular fast food restaurant chains in 2017 as a corporate vice president. Carena has been especially thorough in business development work in New Zealand, Australia, Ireland, the UK, Germany, Austria and other countries. Prior to this, Karen had a solid background in retail, having previously held senior management positions at the company and Metro Cash and Carry. This is not surprising considering that Mark graduated from a university in Switzerland with a degree in Business Administration.

Today, almost all of the company's shares are in free float. The permanent owner of McDonald's is Stephen Easterbrook, who has worked in the British representative office of McDonald's since 1993, but left the company in 2011, taking over Pizza Express and Wagamama. In 2013, he returned to McDonalds.

A bit of history

Karena will become the head of Mcdonalds only in 2018, and the history of the restaurant chain itself dates back to the 40s. of the last century, when the brothers Maurice and Richard McDonald ended up in the American city of San Bernardino, where they worked as set builders and so collected money to open their own cinema. Since such an idea did not bring profit, the brothers quickly came up with a new way to earn money - they built a small diner near the highway, installing luminous arches to attract attention.

The diner did not stand out among other similar establishments, but the brothers managed to bring the annual turnover to $200,000. After that, they decided to slightly modify the concept - they reduced the number of items on the menu, lowered prices and introduced self-service. So in 1948 the brothers began, having formulated the basic postulates of the idea of fast food.

In 1954, Ray Kroc buys a franchise from the founders, opening the first McDonald's in Illinois (today there is a museum there). In 1961, he fully redeems the rights to the trademark and becomes the owner of McDonald's. Thanks to this, he gets the opportunity to implement other projects at the expense of stable profits, and at the time of Kroc's death in 1984, his fortune was estimated at $ 500 million.

Mcdonalds in Russia

The first McDonalds in Moscow opened in 1990 on Pushkinskaya Square. The establishment caused such a stir that for a hamburger it was necessary to stand in line for at least 1 hour. More than 30 thousand people visited it on the opening day. This was a record for the brand - nowhere else has a fast food chain gathered so many people on the first day.

Today, the McDonald's franchise in Russia is owned by several owners. In Moscow, these are SE FIRM "MOSSTROYRESTORANSERVIS" and "MCDONALD'S RESTAURANTS OF CANADA". As for other cities in Russia, SPP LLC represented by Kairat Boranbaev and Guide LLC, headed by Alexander Govor, work here.

On the territory of Sheremetyevo and Pulkovo airports, McDonald's chains are also open, owned by Rosinter, also known for its franchises for Planet Sushi, ILPatio, Fridays.

The cost of the McDonald's franchise for Russia has never been disclosed. According to some reports, it is 60-120 million rubles. officially published.

Not so long ago, the film "The Founder" was released about Ray Kroc, the creator of the McDonald's empire. It is the most popular fast food chain in the world. Ray is accused of trying to erase the real founders of McDonald's from history, because the giant actually has not one, not two, but three fathers.

“Nothing in the world can replace perseverance. Neither talent. Neither education. The world is full of educated homeless people. Almighty perseverance and determination, ”is the life motto of Ray Kroc, thanks to which the Mcdonald's brand is known in almost any geographic latitude: both in Des Plaines in the USA, where the businessman launched his first restaurant, and in Lesotho in Africa.

Until the moment when Ray Kroc, along with Albert Einstein and Mahatma Gandhi, was included in the list of 100 most important people of the 20th century according to Time magazine and before a film was made about him, the perseverance and determination of the American were repeatedly tested by fate.

Ray was the son of immigrants who sold mixers. No one even thought that he would remain forever on the pages of history. This continued until the moment when he was 52 years old.

One day, he learned that a small restaurant in San Bernardino, California, had ordered as many as eight mixers. “What restaurant makes 40 cocktails at the same time?” Ray asked. It was 1954, when the paths of Ray Kroc and the McDonald brothers, the authors of the idea and founders of the McDonald's restaurant, crossed paths.

They were also descendants of immigrants and always worked in tandem. The brothers' business projects ended in fiasco one after another, and they decided to focus on the restaurant industry. In 1940 San Bernardino they launched a small restaurant for travelers. The waitresses in it brought the order for cars. In the kitchen, everything was mechanized, and each worker was responsible for only one stage of cooking. They baked buns, put tomatoes and onions in them, cooked meat for chops.

Soon the income of the McDonald brothers reached 350 thousand dollars a year. The next step in their expansion was new premises. In 1954, 9 new locations were opened and 21 franchise agreements entered into. But because of this, the brand lost quality. It was another fiasco.

However, at that moment, Ray Kroc entered the scene. The mixer salesman offered the brothers a joint business and became their franchise agent. Krok improved the system created by the brothers. Now each sandwich had to contain the same number of cucumber slices and onion rings, each piece had to be weighed to the nearest gram.

The brothers were reluctant to accept the businessman's ideas. Relations between partners began to deteriorate, in the end, they became completely cold.

How much is the company worth today and how did its shares grow

At the time of Kroc's death in 1984, McDonald's was a large chain with 7,500 branches in 31 countries, and the company's value had reached $8 billion. Maurice Macdonald died 10 years after the sale of the company, Richard 27 years later. The brothers left behind $1.8 million.

Mcdonald's is currently a chain of over 30,000 restaurants in over 100 countries around the world. The company's value is estimated at $110 billion.

Shares of the Mcdonald's network are record high. Those who bought Mcdonald's securities last year have become one-third richer today. Within two years, shares have risen in price by 70 percent.

Analysts believe in the further prosperity of the famous fast food chain. Already more than 154 dollars have to be paid for one share listed on the New York Stock Exchange.

Processes in the company will be constantly automated: already now, when placing orders, people are being replaced by machines. The possibility of ordering goods using a mobile phone is introduced. The financial benefits of these decisions will already be visible in the coming years.

The real owners of the company

The company is public, so it does not have a sole owner. Almost 100% of its shares are in free float. 85% of all restaurants are owned by 5,000 independent entrepreneurs worldwide.

Stephen Easterbook is the new CEO of McDonald's, who took over in 2015. He is supposed to keep the restaurant chain out of trouble, the company announced a recovery plan. The main problem of the network is that the fashion for healthy eating and an active lifestyle contribute to the fact that consumers turn away from fast food. The company's annual net profit is $4.55 billion.

How to buy shares of McDonald's and become a co-owner of the company

No bank will provide stability in the face of inflation and devaluation of the gold reserve, and the shares of the largest, stable company in the long run give a higher dividend income than they offer interest on deposits. Having a piece of property in good company can feel as secure as holding money in a term deposit.

Today it is not a big problem to buy shares of McDonald's. In Russia, they can be bought using a regular broker.

The second option is to access and buy shares there. The advantage of this option will be a 13% tax on dividends, while at St. Petersburg, due to legal issues, you will have to pay 30%.

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