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Accidental Growth Versus Purposeful Growth
By John C. Maxwell

In 1940 two brothers, Dick and Mac McDonald, started McDonald's Barbeque Restaurant in San Bernardino, CA. Typical of the drive-ins of its time, McDonald's offered an expansive menu from which customers could order and then be serviced by carhops. Through time, the brothers noticed a trend in their sales. A small number of items on the menu accounted for a bulk of their restaurant's profits.

Struck by the trend, the brothers embarked on a bold strategy to streamline McDonald's. They temporarily closed their doors, remodeled the restaurant, and did away with the carhops. Three months later McDonald's reopened as a self-service drive-in specializing in fast service thanks to a simplified, nine-item menu. The combination of low prices and speedy service made the new McDonald's a smashing success with motorists, who …

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