Word: mcdonaldization
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...Concert. Uriah Heep, Canned Heat and Country Joe McDonald headline an uninspired cast of performers in this concert taped in New York last month., CH. 5. 11:30 p.m. Color...
Show Tune. Kroc nevertheless foresees ever greater expansion. One bright hope is, paradoxically, a return to the city. Swallowing such old fears as crime and high real estate costs, McDonald's has begun opening dozens of downtown outlets-and all pull in high revenues. Another possibility is what Kroc calls "internal growth," that is, wringing more sales out of each outlet...
Kroc has a personal fortune estimated at $500 million, and he marked his 70th birthday by giving away $9,000,000 worth of McDonald's stock to employees and another $7,500,000 to Chicago-area charities. Still, he wants more. "I expect money like you walk into a room and turn on a light switch or a faucet," he says. "It's not enough...
...Granted. McDonald's cuisine is immensely popular, but how does it taste to a demanding critic of restaurants? TIME asked several of the nation's best-known food writers to sample the fare and render a judgment, bearing in mind that they were rating a fast-food operation rather than an aspirant to Guide Michelin accolades. The gourmets, few of whom had ever eaten at McDonald's before, were rather more impressed than might have been expected, though most found something to criticize. Their comments...
James Beard, cookbook author: "McDonald's is a great machine that belches forth hamburgers. The whole thing is aimed at the six-year-old palate. They don't salt things enough, and the malts taste like melted ice cream. But the place is efficient and clean, and the help is pleasant. The packaging is damned smart because it insulates. The food may be more honest than some things you get at higher prices...