Takeshi talks about hamburgers
The hamburger is introduced as an American icon. The book is about the symbolism of the burger and its origin.
A hamburger: Served on a bun. With the author’s definition, we can understand from where the hamburger originated. Many years ago, it was determined that meat is more important than dough. Billy Ingram, the founder of the American burger chain named White Castle, created the template for all future chains. With the advent of chains, the dough became more important.
Our priorities have changed to vitriolic contempt of chains. The meaning of authenticity has changed. What powered McDonalds was not it’s superior product but rather its revolutionary financial structuring designed by a financial genius.
McDonald’s Business Model:
McDonald’s company goes to a land owner and then asks the owner to build a store. The owner builds the store and leases it to McDonald’s. Then McDonald’s leases the store to a third person for much more money.