The Story of Ronald McDonald and the Rise of the McDonald’s Empire The tale begins not with a clown—but with a fast-food revolution. In 1940, brothers Richard “Dick” McDonald and Maurice “Mac” McDonald launched a drive-in restaurant in San Bernardino, California, under the name “McDonald’s Bar-B-Q”. By 1948 they had completely re-imagined the concept: a streamlined menu (hamburgers, fries, shakes), high-volume, ultra-efficient service, and minimal cost. They dubbed this the “Speedee Service System.” The Introduction of Ronald McDonald Into this burgeoning enterprise entered Ronald McDonald. The clown character made his debut in 1963 in a series of local television ads in the Washington, D.C. area. At that time the strategy was to position the restaurant as fun, family-friendly, and accessible. The clown quickly became a recognizable symbol associated with the brand. Over time, Ronald appeared in countless marketing campaigns, in-store promotions, childr...
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