The big McCustomisation

摘要

IN A newly released film, "The Founder", the character of Ray Kroc promises that the startup he had taken over from the McDonald brothers "can be the new American church". Portrayed by Michael Keaton as a turbo-charged egomaniac whose scruples diminish as his success increases, Kroc understood the power of branding, the advantages of franchising and the attraction of speed in food retailing. McDonald's is now one of the country's biggest food chains, with more than 14,200 outlets.