Ray Kroc: ... You increase the supply, and the demand will follow. Increase supply, demand follows. Chicken-egg. Do you follow my logic? I know you do, because you're a bright forward-thinking guy who knows a good idea when he hears one. So, whaddaya say?
Ray Kroc: My secretary's under the impression that you wanted six?
Dick McDonald: Yeah, you know, I think that was a mistake...
Ray Kroc: Well, that's what I figured. I mean, what kind of drive-in can make 30 milkshakes at a time.
Dick McDonald: Better make it eight.
Employee (San Bernadino): Hi, welcome to McDonald's. May I take your order?
Ray Kroc: Yeah, give me a hamburger, French fries and a Coca-Cola.
Employee (San Bernadino): That'll be .35 cents, please.
Employee (San Bernadino): Here you are.
Ray Kroc: What's this?
Employee (San Bernadino): Your food.
Ray Kroc: No, no, no. I just ordered.
Employee (San Bernadino): And now it's here.
Ray Kroc: You sure?.. All right. Where are the umm... you know, the silverware and plates and everything?
Employee (San Bernadino): You just eat it straight out of the wrapper, then you throw it all out.
Ray Kroc: All right. Really? Okay... Where do I eat it?
Employee (San Bernadino): In your car. At the park. At home. Wherever you'd like.
Mac McDonald: Speed, that's the name of the game. The first stop for every McDonald's hamburger is the grill. Manned by two cooks whose sole job is to grill those all-beef beauties to perfection. Meanwhile, as the patty cooks, our dressers get the buns ready. Watch out. Burger crossing... Every McDonald's burger has two pickles, a pinch of onions, and a precise shot of ketchup and mustard. ... Next, this is the finishing station where we put the whole thing together. And... Voila! A fresh, delicious burger from grill to counter in 30 seconds.
Mac McDonald: .... So one day, Dick has a realization. He sees that the bulk of our sales are only in three items. Hamburgers. French fries. Soft drinks.
Dick McDonald: Eighty-seven percent.
Mac McDonald: So we say to ourselves let's focus on what sells. And that's exactly what we do. Brisket gone. Tamales gone. But we don't stop there. We look at everything. What else don't we need?
Dick McDonald: Turns out quite a lot.
Mac McDonald: Carhops...
Dick McDonald: Walk up to a window, get the food yourself.
Mac McDonald: Dishes...
Dick McDonald: All paper packaging. Disposable.
Mac McDonald: Cigarette machines, jukeboxes.
Dick McDonald: Drive out the riff-raff.
Ray Kroc: Creating a family friendly environment here...
Mac McDonald: See, our whole lives we'd piggybacked off other people's ideas. We wanted something that
wasn't just different. It had to be better. It needed to be ours. And that's what brings us to the biggest cut of all.
Ray Kroc: Which was?
Mac McDonald: The wait.
Dick McDonald: Orders ready in 30 seconds. Not 30 minutes.
Mac McDonald: Mecca.
Dick McDonald: .... Finally, after about six hours of this, we get it just right. It's a symphony of efficiency. Not a wasted motion.
Ray Kroc: Franchise!
Dick McDonald: Beg your pardon?
Ray Kroc: Franchise! Franchise the damn thing! It's too damn good for just one location. There should be McDonald's everywhere. Coast to coast. Sea to shining sea.
Dick McDonald: Our energies are better spent making this place the best it can possibly be.
Mac McDonald: It's better to have one great restaurant than fifty mediocre ones.
Ray Kroc: Do it for your country!
Mac McDonald: What?
Ray Kroc: If you boys don't want to franchise for yourselves, that's fine. Do it for your country. Do it for America.
Ray Kroc: I've drove through a lot of towns. A lot of small towns. And they all had two things in common. They had a courthouse and they had a church. On top of the church you got a cross, and on top of the courthouse, they'd have a flag. Flags, crosses. Crosses, flags. Driving around, I just cannot stop thinking about this tremendous restaurant. Now at the risk of sounding blasphemous, forgive me, those arches have a lot in common with those buildings...
A building with a cross on top of it. What is that? It's a gathering place where decent wholesome people come together and they share values protected by that American flag. It could be said that beautiful building flanked by those arches signifies more or less the same thing. It doesn't just say delicious hamburgers inside. They signify family. It signifies community. It's a place where American's come together to break bread.
I am telling you, McDonald's can be the new American church. Feeding bodies and feeding souls and it ain't just open on Sundays, boys. It's open seven-days a week. Crosses. Flags. Arches.
Mac McDonald: Keep a tighter leash on everything. Complete oversight. Every change goes through us.
Dick McDonald: Who says he's going to listen?
Mac McDonald: We'll make him listen. We'll draw up a contact. Clear as day, black and white.
Ray Kroc: Every restaurant in the Midwest has a basement and a furnace. This is standard stuff.
Dick McDonald: I understand. But it's our name on that building. God forbid the floor caves in and people get hurt or worse because of some design flaw we missed. Let's just slow down a minute and make sure it's done right.
So much for the Speedee System, huh?
Dick McDonald: Don't you think maybe, given our experience, that this is all happening a little too quickly? If they all pop up at once, how is he going to maintain standards?
Ray Kroc: I'm going to give you three words. I want you to take those three words home with you tonight. McDonald's is family.
Ray Kroc: Family. We're one big family. Aren't we? We've got mouths to feed. That's a family.
Dick McDonald: The nerve of this guy!
Mac McDonald: What?
Dick McDonald: Guess what he's calling his Des Plaines store... McDonald's Number one.
Mac McDonald: Then... What are we, then?
Dick McDonald: Could his head get any bigger?
Ray Kroc: Everything's changed...
Ethel Kroc: Changed, how?
Ray Kroc: Forget the Chicago suburbs. Think bigger.
Ethel Kroc: Bigger?
Ray Kroc: I'm not chasing them anymore. They're chasing me now.
June Martino: It's a powdered milkshake. Costs a fraction of ice cream and there's no refrigeration necessary.
Rollie Smith: It contains powdered milk. Thickening agents and emulsifiers simulate the texture of ice cream. Tastes just like the real thing.
June Martino: It's easy as pie to make. You put a packet into a glass of water and stir it.
Rollie Smith: I know maybe a tad blasphemous, what with your dairy background and all.
June Martino: Personally, I think it's a marvelous idea... Chocolate or vanilla?
June Martino: Good things come to those who wait.
Dick McDonald: Ray, we have no interest in a milkshake that contains NO MILK! Why don't we add sawdust to the hamburgers while we're at it? Frozen French fries!?..
Harry J. Sonneborn: So to summarize... you have a minuscule revenue stream. No cash reserves. And an albatross of a contract that requires you to go through a slow approval process to enact changes if they're approved at all. Which they never are. Am I missing anything?
Ray Kroc: That about sums it up.
Harry J. Sonneborn: Tell me about the land...
Ray Kroc: Is there a problem?
Harry J. Sonneborn: A big one. You don't seem to realize what business you're in... You're not in the burger business.
You're in the real estate business. You don't build an empire off a 1.4 percent cut of a 15-cent hamburger. You build it by owning the land upon which that burger is cooked.
Ray Kroc: If I were to do this, the brothers, they'd effectively would be...
Harry J. Sonneborn: Yes. So, whaddaya say, Ray?
Ray Kroc: I am through taking marching orders from you. You and your endless parade of nos. Constantly cowering in the face of progress.
Dick McDonald: If phony powdered milkshakes is your idea of progress, you have a profound misunderstanding of what McDonald's is about!
Ray Kroc: I have a far greater understanding of McDonald's than you two yokels.
Ray Kroc: While you two boys were content to sit back and be a couple of also-rans, I'm going to take the future. I wanna win. And you don't get there by being some aw-shucks, nice-guy sap. There's no place in business for people like that. Business is war. It's dog eat dog, rat eat rat. If my competitor were drowning, I'd walk over and I'd put a hose right in his mouth... Can you say the same?
Mac McDonald: I can't, nor would I want to.
Ray Kroc: Hence your single location.
Ray Kroc: Mac, I'm the President and CEO of a major corporation with land holdings in 17 states! You run a burger stand in the desert. I'm national. You're fucking local.
Mac McDonald: What are you buying?
Dick McDonald: 2.7 Million. It's a million for each of us after taxes. And one percent of the company's profits in perpetuity.
Ray Kroc: That's outrageous! That's borderline extortion! That's a bunch of bullshit!
Ray Kroc: Am I the only one who got the kitchen tour? You must've invited lots of people back there... How many of them succeed?
Dick McDonald: Lots of people started restaurants.
Ray Kroc: As big as McDonald's?
Dick McDonald: Of course not.
Ray Kroc: No one ever has and no one ever will. Because they all lack that one thing that makes McDonald's special...
Dick McDonald: Which is...?
Ray Kroc: Even you don't know what it is.
Dick McDonald: Enlighten me.
Ray Kroc: It's not just the system, Dick. It's the name. That glorious name, McDonald's. It can be anything you want it to be. It's limitless, it's wide open. It sounds... it sounds like... it sounds like America. As compared to "Kroc". What a crock. What a load of crock. Would you eat a place named Kroc's? Kroc's has that blunt Slavic sound. Kroc's. But McDonald's, oh boy. That's a beauty. Yeah, a guy named McDonald. He's never going to get pushed around in life.
Dick McDonald: That's clearly not the case...
Ray Kroc: So, you don't have a check for $1.35 million dollars in your pocket?
Dick McDonald: So if you can't beat 'em, buy 'em.
Ray Kroc: I remember the first time I saw that name stretched across your stand out there. It was love at first sight. I knew right then and there, I had to have it. And now I do.
Dick McDonald: You don't "have" it.
Ray Kroc: You sure about that?
--
++ Quotes on the IMDb
+ Soundtracks
Ray Kroc: My secretary's under the impression that you wanted six?
Dick McDonald: Yeah, you know, I think that was a mistake...
Ray Kroc: Well, that's what I figured. I mean, what kind of drive-in can make 30 milkshakes at a time.
Dick McDonald: Better make it eight.
Employee (San Bernadino): Hi, welcome to McDonald's. May I take your order?
Ray Kroc: Yeah, give me a hamburger, French fries and a Coca-Cola.
Employee (San Bernadino): That'll be .35 cents, please.
Employee (San Bernadino): Here you are.
Ray Kroc: What's this?
Employee (San Bernadino): Your food.
Ray Kroc: No, no, no. I just ordered.
Employee (San Bernadino): And now it's here.
Ray Kroc: You sure?.. All right. Where are the umm... you know, the silverware and plates and everything?
Employee (San Bernadino): You just eat it straight out of the wrapper, then you throw it all out.
Ray Kroc: All right. Really? Okay... Where do I eat it?
Employee (San Bernadino): In your car. At the park. At home. Wherever you'd like.
Mac McDonald: Speed, that's the name of the game. The first stop for every McDonald's hamburger is the grill. Manned by two cooks whose sole job is to grill those all-beef beauties to perfection. Meanwhile, as the patty cooks, our dressers get the buns ready. Watch out. Burger crossing... Every McDonald's burger has two pickles, a pinch of onions, and a precise shot of ketchup and mustard. ... Next, this is the finishing station where we put the whole thing together. And... Voila! A fresh, delicious burger from grill to counter in 30 seconds.
Mac McDonald: .... So one day, Dick has a realization. He sees that the bulk of our sales are only in three items. Hamburgers. French fries. Soft drinks.
Dick McDonald: Eighty-seven percent.
Mac McDonald: So we say to ourselves let's focus on what sells. And that's exactly what we do. Brisket gone. Tamales gone. But we don't stop there. We look at everything. What else don't we need?
Dick McDonald: Turns out quite a lot.
Mac McDonald: Carhops...
Dick McDonald: Walk up to a window, get the food yourself.
Mac McDonald: Dishes...
Dick McDonald: All paper packaging. Disposable.
Mac McDonald: Cigarette machines, jukeboxes.
Dick McDonald: Drive out the riff-raff.
Ray Kroc: Creating a family friendly environment here...
Mac McDonald: See, our whole lives we'd piggybacked off other people's ideas. We wanted something that
wasn't just different. It had to be better. It needed to be ours. And that's what brings us to the biggest cut of all.
Ray Kroc: Which was?
Mac McDonald: The wait.
Dick McDonald: Orders ready in 30 seconds. Not 30 minutes.
Mac McDonald: Mecca.
Dick McDonald: .... Finally, after about six hours of this, we get it just right. It's a symphony of efficiency. Not a wasted motion.
Ray Kroc: Franchise!
Dick McDonald: Beg your pardon?
Ray Kroc: Franchise! Franchise the damn thing! It's too damn good for just one location. There should be McDonald's everywhere. Coast to coast. Sea to shining sea.
Dick McDonald: Our energies are better spent making this place the best it can possibly be.
Mac McDonald: It's better to have one great restaurant than fifty mediocre ones.
Ray Kroc: Do it for your country!
Mac McDonald: What?
Ray Kroc: If you boys don't want to franchise for yourselves, that's fine. Do it for your country. Do it for America.
Ray Kroc: I've drove through a lot of towns. A lot of small towns. And they all had two things in common. They had a courthouse and they had a church. On top of the church you got a cross, and on top of the courthouse, they'd have a flag. Flags, crosses. Crosses, flags. Driving around, I just cannot stop thinking about this tremendous restaurant. Now at the risk of sounding blasphemous, forgive me, those arches have a lot in common with those buildings...
A building with a cross on top of it. What is that? It's a gathering place where decent wholesome people come together and they share values protected by that American flag. It could be said that beautiful building flanked by those arches signifies more or less the same thing. It doesn't just say delicious hamburgers inside. They signify family. It signifies community. It's a place where American's come together to break bread.
I am telling you, McDonald's can be the new American church. Feeding bodies and feeding souls and it ain't just open on Sundays, boys. It's open seven-days a week. Crosses. Flags. Arches.
Mac McDonald: Keep a tighter leash on everything. Complete oversight. Every change goes through us.
Dick McDonald: Who says he's going to listen?
Mac McDonald: We'll make him listen. We'll draw up a contact. Clear as day, black and white.
Ray Kroc: Every restaurant in the Midwest has a basement and a furnace. This is standard stuff.
Dick McDonald: I understand. But it's our name on that building. God forbid the floor caves in and people get hurt or worse because of some design flaw we missed. Let's just slow down a minute and make sure it's done right.
So much for the Speedee System, huh?
Dick McDonald: Don't you think maybe, given our experience, that this is all happening a little too quickly? If they all pop up at once, how is he going to maintain standards?
Ray Kroc: I'm going to give you three words. I want you to take those three words home with you tonight. McDonald's is family.
Ray Kroc: Family. We're one big family. Aren't we? We've got mouths to feed. That's a family.
Dick McDonald: The nerve of this guy!
Mac McDonald: What?
Dick McDonald: Guess what he's calling his Des Plaines store... McDonald's Number one.
Mac McDonald: Then... What are we, then?
Dick McDonald: Could his head get any bigger?
Ray Kroc: Everything's changed...
Ethel Kroc: Changed, how?
Ray Kroc: Forget the Chicago suburbs. Think bigger.
Ethel Kroc: Bigger?
Ray Kroc: I'm not chasing them anymore. They're chasing me now.
June Martino: It's a powdered milkshake. Costs a fraction of ice cream and there's no refrigeration necessary.
Rollie Smith: It contains powdered milk. Thickening agents and emulsifiers simulate the texture of ice cream. Tastes just like the real thing.
June Martino: It's easy as pie to make. You put a packet into a glass of water and stir it.
Rollie Smith: I know maybe a tad blasphemous, what with your dairy background and all.
June Martino: Personally, I think it's a marvelous idea... Chocolate or vanilla?
June Martino: Good things come to those who wait.
Dick McDonald: Ray, we have no interest in a milkshake that contains NO MILK! Why don't we add sawdust to the hamburgers while we're at it? Frozen French fries!?..
Harry J. Sonneborn: So to summarize... you have a minuscule revenue stream. No cash reserves. And an albatross of a contract that requires you to go through a slow approval process to enact changes if they're approved at all. Which they never are. Am I missing anything?
Ray Kroc: That about sums it up.
Harry J. Sonneborn: Tell me about the land...
Ray Kroc: Is there a problem?
Harry J. Sonneborn: A big one. You don't seem to realize what business you're in... You're not in the burger business.
You're in the real estate business. You don't build an empire off a 1.4 percent cut of a 15-cent hamburger. You build it by owning the land upon which that burger is cooked.
Ray Kroc: If I were to do this, the brothers, they'd effectively would be...
Harry J. Sonneborn: Yes. So, whaddaya say, Ray?
Ray Kroc: I am through taking marching orders from you. You and your endless parade of nos. Constantly cowering in the face of progress.
Dick McDonald: If phony powdered milkshakes is your idea of progress, you have a profound misunderstanding of what McDonald's is about!
Ray Kroc: I have a far greater understanding of McDonald's than you two yokels.
Ray Kroc: While you two boys were content to sit back and be a couple of also-rans, I'm going to take the future. I wanna win. And you don't get there by being some aw-shucks, nice-guy sap. There's no place in business for people like that. Business is war. It's dog eat dog, rat eat rat. If my competitor were drowning, I'd walk over and I'd put a hose right in his mouth... Can you say the same?
Mac McDonald: I can't, nor would I want to.
Ray Kroc: Hence your single location.
Ray Kroc: Mac, I'm the President and CEO of a major corporation with land holdings in 17 states! You run a burger stand in the desert. I'm national. You're fucking local.
Mac McDonald: What are you buying?
Dick McDonald: 2.7 Million. It's a million for each of us after taxes. And one percent of the company's profits in perpetuity.
Ray Kroc: That's outrageous! That's borderline extortion! That's a bunch of bullshit!
Ray Kroc: Am I the only one who got the kitchen tour? You must've invited lots of people back there... How many of them succeed?
Dick McDonald: Lots of people started restaurants.
Ray Kroc: As big as McDonald's?
Dick McDonald: Of course not.
Ray Kroc: No one ever has and no one ever will. Because they all lack that one thing that makes McDonald's special...
Dick McDonald: Which is...?
Ray Kroc: Even you don't know what it is.
Dick McDonald: Enlighten me.
Ray Kroc: It's not just the system, Dick. It's the name. That glorious name, McDonald's. It can be anything you want it to be. It's limitless, it's wide open. It sounds... it sounds like... it sounds like America. As compared to "Kroc". What a crock. What a load of crock. Would you eat a place named Kroc's? Kroc's has that blunt Slavic sound. Kroc's. But McDonald's, oh boy. That's a beauty. Yeah, a guy named McDonald. He's never going to get pushed around in life.
Dick McDonald: That's clearly not the case...
Ray Kroc: So, you don't have a check for $1.35 million dollars in your pocket?
Dick McDonald: So if you can't beat 'em, buy 'em.
Ray Kroc: I remember the first time I saw that name stretched across your stand out there. It was love at first sight. I knew right then and there, I had to have it. And now I do.
Dick McDonald: You don't "have" it.
Ray Kroc: You sure about that?
--
++ Quotes on the IMDb
+ Soundtracks
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