Copycat Marketing 101: How To Copycat Your Way To Wealth by Burke Hedges

Author:Burke Hedges [Hedges, Burke]
Language: eng
Format: epub
Publisher: Backbone Worldwide Inc.
Published: 2015-09-09T18:30:00+00:00

LEVERAGING THROUGH FRANCHISING

Franchising took the concept of leverage to an even higher level than a real estate office. Although franchising has been around for years, it wasn't recognized as a "legitimate" business concept until the early 1950s, when a milk shake appliance salesman named Ray Kroc bought the rights to franchise a fast-food restaurant called McDonald's.

Ray Kroc didn't invent franchising. But he sure perfected it. Kroc understood that the key to a successful franchise was duplication. So he went about setting up a fool-proof sys tem that spelled out every detail of a successful franchise. He even went so far as to spend $3 million to research the secret of consistently perfect french fries. When someone bought a McDonald's franchise, all they had to do was connect the dots. It was a copycatter's dream come true!

Think about this — when you enter a Mc Donald's, where is the french fry machine? On the left, isn't it? It doesn't make any difference whether the franchise is in Moscow, Idaho, or Moscow, Russia, the french fry machine is on the left. And you better believe every other detail of the operation is spelled out and in the right place, too.

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