In 1939 two brothers ，Mac and Dick DmcDonald ，started a drive –in restaurant in Sna Bemadino ，California．They carefully chose a busy corner for their location．They had run their own businesses for years ，first a theater ，then a barbecue restaurant ，then a barbecue restaurant ，then another drive－in．But in their new operation ，they offered a new ，shortened menu： French fries ，hamburgers ，and sodas．To this minimal selection they added one new concept ： quick service ，o waiters or waitresses ，and no tips． Their hamburgers sold for fifteen cents．Cheese was another four cents．Their French fries and hamburgers had a remarkable uniformity (相同性) ，for the brothers had developed a strict routine for the preparation of their food ，and they insisted on their cook’s sticking to the routine．Their new drive－in became incredibly (非常地) popular ，particularly for lunch．People rove up by the hundreds during the busy noontime．The self－service restaurant was so popular that the brothers had allowed ten copies of their restaurant to be opened ； they were content with this small success until they met Ray Kroc． Kroc was a salesman who met the McDonald brothers in 1954，when he was selling milk shake mixing machines．He quickly saw the unmatched appeal of the brother’s fast food restaurant and bought the right to franchise (出售特许权) other copies of their restaurants．The agreement signed included the right to copy the men ，the equipment ，and even their red and white buildings with the golden arches． Twenty years after the day Ray Kroc watched people rush up to order fifteen –cent hamburgers ，McDonalds had over $ 1 billion in total sales a year．today McDonalds is a world famous name．Its first twenty－two years is one of the most incredible success stories I modern American business history． | 
