Richard "Dick" (1909-1998) and Maurice "Mac" (1902-1971) McDonald first opened their restaurant in 1940, but re-created it in 1948 on the model of their "Speedee Service System".

"I was amazed. They were serving hamburgers for 15 cents, french fries for 10 cents and milkshakes for 20 cents. And basically that was the menu, and I said, 'that's for me'" - Ray Kroc

The Speedee Service System applied the principles of production line manufacture to fast food, and formed the foundation of what Ray Kroc would later leverage to create the world's largest food outlet chain, and epitomise the Business Format Franchise Model.

"We're not in the hamburger business. We're in show business." - Ray Kroc

"I put the hamburger on the assembly line." - Ray Kroc