A CELEBRATED moment in American sports occurred many years ago in San Diego. One of the most dreadful basebal} teams ever to take the field, the San Diego Padres, had just been blasted to defeat by a humiliating score, something like 15-1. As the downcast Padres shuffl- ed off the field toward their dress- ing room, an angry voice boomed from the sky. **Don’t move even one more step,’’ the public address speakers threatened. The remaining spec- tators and the players froze in their places. And the voice continued for a full five minutes, calling the San Diego players the most pathetic abuse of a uniform ever assembl- ed. They wei accused of defrauding the fans, the owners and even God. It was Ray Kroc speaking, three -times bankrupt by the time he. reached 53 years of age, but who had ultimately persevered to become one of the wealthiest men in the world. In a weak moment, he had pur- chased the Padres. They didn’t get much better until after his death. Kroc was selling milkshake makers door to door when he first met Dick and Maurice Mac “McDonald at their hamburger res- taurant in San Bernardino, California. It was i954. Impressed by what the brothers were doing, Kroc ultimately devis- ed the system that became one of history’s monumental achieve- ments of human enterprise. Early on, the pace overwhelmed the McDonald brothers who hap- pily took their profits back to San Bernardino. McDonald's has changed the world. The first McDonald’s in Canada ‘was opened by George Tidball, Herb Capozzi and a young fellow named Ron Marcoux in Rich- mond, B.C. in 1968. (A ham- * burger cook at that first store, Amie Nefson, is now a national vice-president.) While Tidbal! had the rights tc the west, the potentially more lucrative east had been sold to George Cohon, an expatriate . American. During the construction of his first restaurant in London, Ont., » Cohon became hopelessly overex- tended. Place Co When | You're Pregnant And. Need Support: jf ‘| BIRTHRIGHT | “Tl cat 907-7313» Free Pregnancy Test + ji ff 229 Lonsdate in Vancouver Call § s North Vancouver 687-7223 : “Showroom Location: _ Showroom, ‘-Hours:: 3° ‘Shawrooim Location: 4 ; Showroom’ ‘Hours:. Gary Bannerman OPEN LINES As he struggled, Ray Kroc of- fered to buy back the apparently worthless franchise for $1 million (Cohon and Tidball had agreed in 1967 to pay between $7,500 and $10,000 per unit plut 1% of sales). When Cohon refused to sell, his father was apoplectic. By 1970 both Canadian master franchises were sagging under the enormous costs of expansion and the parent company bought it all back. Both Cohon and Tidball became instantly wealthy, but the eastern boss waz only beginning. His management contract for McDonald's Restaurants of Canada was to catapult him into the big leagues of Canaiiian fi- nance. (Tidball went oa to found the Keg ‘N' Cleaver chain.) McDonald's historian John F. Love of Chicago described Cohon as the unofficial chairman of McDonald's international opera- tions. For 20 years now, he, Ron Marcoux and other Canadian ex- ecutives have frequently sorted out problems in Japan, Germany, France, Hawaii and other regions. it was Cohon who brought off the spectacular coup in Moscow. Toys, Hobbies, Trains | 4 Mon-Sat. 5:30 pm | Sunday 12-4 pm 1425 Marine Dr., West Van. = 922-3512 = “5 \ oe And now it is pizza. Bantering with Marcoux this past week, I told him his prepara- tions for this product launch seemed as complicated as plans for the invasion of Normandy. Over 14,000 staff members had to be trained and 7,000 new employees were hired for the 640-restaurant national chain. Instantly last Monday, every McDonald’s outlet unveiled a new exterior neon sign promoting one word: Pizza ... with golden arches angled to appear like Zs. Banners were unfurled from the sides of each restaurant. Can you imagine the organiza- tion that went into manufacturing, transporting and installing the new equipment, and training the new staff, at every McDonald’s facility in the country? They all started serving at the same time. At 9 p.m. precisely from coast -to coast a two-minute commercial was aired by every television sta- tion in Canada. There were press conferences, media appearances and McDonald’s parties every- Sunday, March 29, 1992 - North Shore News - 9 Contemporary culture topped by Golden Arches where. Interviewers grasped for food industry parallels. It was intrigu- ing to note that nothing in the history of Canadian food opera- tions seemed to match this event in significance, except one: the launch of McDonald’s breakfasts 16 years ago. The breakfast decision was more a matter of effective utiliza- tion of capital assets than it was the promise of a new market. With rising costs of real estate and the constructicn of sophisticated buildings — not just hamburger stands — it infuriated McDonald’s finance peopie to have them operating only half the time, based on the 24-hour clock. Many at McDonald’s, most food industry analysts and the en- tire business press thought the breakfast move for a fast food stand was ‘‘nuts.’* And the revolution began. Once again, McDonald’s changed the way society thinks and acts. We were amused to study the focal and national press this week. Hard news reporters, more com- fortable covering political drama or catastrophes, were conducting man-on-the-street interviews about pizza. McDenald’s may be the most powerful advertiser in national media. Newsmen seemed uncom- fortable that they might appear to be compromised in the face of an obviously commercial endeavor. Certainly competitors — Ken- tucky Fried Chicken, Wendy’s, Burger King, Pizza Patio — and others must have been outraged. Why this magic outpouring for a company richer than the dreams of King Midas? The simple answer is that McDonald’s is not just 2 business. It is a manifestaticen of 20th cen- tury culture. The golden arches are not biodegradable, but they will not last until future archeologists unearth evidence of this society. Yet the reality of McDonald's will present clues in every corner of the world. es DANIEL M. JARVIS, MLA’ NORTH VANCOUVER-SEYMOUR #4 - 1501 Lynn Valley Road North Vancouver, B.C. V7J 281 984-2692 As yau are aware, the Provincial Budget was brought down on Thursday, March 26, 1992. Should you have any questions or concerns, please contact us. We said last October that we intend to be accountable to the citizens of North Vancouver- Seymour, and we welcome your input. , The office is open Monday to Thursday, 9:00 a.m. to 4:30 p.m. and Friday, 10:00 a.m. to 4:00 p.m. ye Renovations They sizzle. 7 7 a ed Saturday, 10: 00 am — ar ‘00 pm, Sunday’ 1: 00. am = ~ 4:00 pm ‘oat. Burrard Street, Vancouver, B: c. “Telephone: 756. 2966. Monday ‘to, Friday 9: 00 am-— 5: 15. pat Saturday 18: 00 am — 4:00 pm "A2334 Bridgeport, Road; Richmorid, B. ome Telephone: 273- 4683" “Mgnday t to: Friday 9:00am — 5: 15pm .