Branding Is for Cows
Belonging Is For People
Break Free from the Herd and Make Stuff that Matters
THE WAY TO SELL HAMBURGERS IS TO TREAT PEOPLE LIKE THEM.
In the early 1920’s, an Irishman immigrated to America and found work as a shift manager at a shoe factory in New Hampshire. His two sons, Dick and Mac, shared a common middle name, James.
Perhaps bored with the harshness of the Northeast, or simply smitten by the lust of adventure, the two brothers decided to move West to California in their early twenties.
They scraped together what little they had and opened up a hot dog stand in Pasadena. It was a typical drive-in of its era, where people parked their cars and carhops came to take their orders.
In 1940, they closed the hot dog stand to open a larger restaurant in San Bernardino that served hamburgers.
The brothers began franchising their successful chain in 1953. They each had a goal to make a million dollars before they turned fifty.