MCDONALD’S by Roger Martin

“The McDonald brothers didn’t know that their Speedee Service System would work. They had imperfect data, but not irrelevant data. They knew that carhop restaurants had the appeal of relatively quick service, but had some drawbacks—loitering toughs and cold food. Their logical leap, their inference, was that patrons liked the basic concept but would like it a lot more if the restaurant were a drive-through with a narrower, more standardized menu.”

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MCDONALD’S by Roger Martin

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