Ray Kroc
đ€ SpeakerAppearances Over Time
Podcast Appearances
He had another customer in Battle Creek, Michigan, a guy named Ralph Sullivan, who'd invented something interesting, a milkshake made with frozen milk instead of ice cream.
The result was a thicker, colder shake, and customers loved it.
Lines wrapped around Ralph's store.
Ray started selling him 100,000 cups at a time.
Ray connected the dots.
More milkshakes meant more cups, so he persuaded Earl Prince to visit Ralph's operation.
Earl resisted at first, but Ray kept pushing until he agreed.
Earl was converted immediately.
On the drive back to Chicago, he announced he'd create his own version.
He was going to call it the one in a million.
On that same drive, Kroc made his move.
I want you to charge 12 cents instead of a dime.
Earl shook his head.
People don't want to be bothered with pennies.
It's a big inconvenience.
But Kroc kept pushing.
This was a new product.
A higher price would signal that it was worth paying attention to.
A dime said ordinary.
12 cents said special.