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We take the hamburger business more seriously than anyone else.

Ray Kroc

If I had a brick for every time I’ve repeated the phrase Quality, Service, Cleanliness and Value, I think I’d probably be able to bridge the Atlantic Ocean with them.
RAY KROC

Cleaning Myself Ocean Quality Repeat Service Thinking Time Value Word
I wasn’t prepared for this big room with clattering typewriters and teletype printers. You could hardly hear yourself think.
RAY KROC

Big Preparation Room Thinking Writing Yourself
Take calculated risks. Act boldly and thoughtfully. Be an agile company.
RAY KROC

Act Bold Calculation Company Inspirational Risk Thinking
It’s easy to have principles when you’re rich. The important thing is to have principles when you’re poor.
RAY KROC

Easy Important Poor Principle Rich
The body without soul is no longer at the sacrifice. At the day of death it come to rebirth. The divine spirit will make the soul rejoice seeing the eternity of the world.
RAY KROC

Body Born Death Forever Sacrifice Soul World
If you do it first class and you don’t compromise values, and you don’t compromise quality, and you don’t compromise service, and you don’t compromise cleanliness, then everybody else who is the competitor has got to play catch-up.
RAY KROC

Class Competition Compromise Quality Service Value Yourself
You must perfect every fundamental of your business if you expect it to perform well.
RAY KROC

Business Expectation Fundamental Perfection Performance Yourself
If you’re not a risk taker, you should get the hell out of business.
RAY KROC

Business Inspirational Leaving Risk Yourself
We have an obligation to give something back to the community that gives so much to us.
RAY KROC

Community Fulfill Generosity Obligation
Customers tend to avoid a restaurant that’s going aswamp in its own sludge.
RAY KROC

Avoid Customer Restaurant
It is no achievement to walk a tightrope laid flat on the floor.
RAY KROC

Achievement Floor Walk
There’s almost nothing you can’t accomplish if you set your mind to it.
RAY KROC

Accomplishment Dedication Determination Inspirational Mindset Yourself
I don’t believe in saturation. We’re thinking and talking worldwide.
RAY KROC

Believe International Talk Thinking World
The definition of salesmanship is the gentle art of letting the customer have it your way.
RAY KROC

Art Customer Let Go Meaning
The quality of a leader is reflected in the standards they set for themselves.
RAY KROC

Leadership Quality Reflection Standard
Our aim was to insure repeat business based on the system’s reputation rather than on the quality of a single store or operator.
RAY KROC

Business Ourselves Quality Repeat Reputation Store

We take the hamburger business more seriously than anyone else.

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We take the hamburger business more seriously than anyone else.

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