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Dick and Mac McDonald
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    Born in Manchester, New Hampshire
    Richard J. 'Dick' McDonald (February 16, 1909-July 14, 1998)
    Maurice 'Mac' McDonald (November 26, 1902-December 11, 1971)
    Established the first McDonald's restaurant in San Bernardino, California (1940)
    Introduced the 'Speedy Service System' (1948)
    Began franchising (1953)
    Took on Ray Kroc as a national franchising agent, receiving 0.5% of the gross sales (1954)
    Bought out by Kroc for $2.7 million, giving them $1 million each after taxes (1961)
    They designed their new assembly-line kitchen by drawing a chalk diagram on their tennis court.
    Kroc became frustrated with what he considered to be the brothers' lack of ambition.
    They also ticked Kroc off by independently selling a franchise in his backyard of Cook County, Illinois.
    If they had kept the 0.5% franchise deal, they (or their heirs) would have been earning $100 million a year by the 1990s.
    For years, McDonald's referred to Ray Kroc's Des Plaines, Illinois, restuarant as the 'first McDonald's' while ignoring the brothers' San Bernardino joint.
    By streamlining, they were able to cut their hamburger prices in half, from 30 to 15 cents.
    Dick came up with the Golden Arches and the 'Millions [later Billions] Served' signs.
    In a display of petty vegence, after the brothers sold out, Kroc opened a McDonald's opposite the street from their original restaurant, grabbing most of their customers and forcing the brothers to close down within three years.
    Asked if he regretted selling for so cheap, Dick replied, 'I would have wound up in a skyscraper somewhere with about four ulcers and eight tax attorneys trying to figure out how to pay my income tax.'

Credit: C. Fishel

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