The Founder

The Founder (John Lee Hancock, 2005) "Build a better mouse-trap and people will beat a path to your door." That's how the old saw goes to inspire a capitalist economy. But, old saws can become rusty with the new tools of business acquisition, mergers, takeovers (hostile and non) and buy-outs. They're enough to take those better mousetraps and have their builders snapped by their own inventions.

 

Take McDonald's. The world-wide phenomenon had humble beginnings...but few locations. At the beginning, it was successful—the efficiency and fine-tuning that went into it producing Mcburgers on an industrial scale like Henry Ford's assembly lines almost insured it. But efforts to expand it fell by the way-side like so many paper wrappers due to consistency issues, as in quality control or an arbitrary change of menu on the part of the manager. The originators—Richard and Maurice McDonald—could manage their one San Bernardino location. But, out of sight/out of managerial control was the order of the day. Without the McDonald boys riding herd, the others were the Wild, Wildly Unprofitable West.

Which is when Ray Kroc (Michael Keaton) wanders into town. John Lee Hancock's peripatetic little film tells the story of how Kroc made a multi-national corporation out of a hamburger stand and created an empire that straddles the oceans with golden arches. Kroc starts the film out as a salesman for "5-spindle" milkshake mixers for the company Price Castle. We watch as he goes down the road, lugging his mixer sample going from drive-in to drive-in, delivering his message of positivity and opportunity: "You increase the supply, and the demand will follow... Increase supply, demand follows. Chicken, egg. Do you follow my logic? I know you do because you're a bright, forward thinking guy who knows a good idea when he hears one."

But, even Ray is starting to sour on it, as he goes from crappy drive-in to crappy drive-in where the service is shoddy, the wait is frustrating, and the scenery is a bunch of JD's hanging out with nothing better to do. He props up his no-sales attitude with "Power of Positive Thinking" motivational records until he follows up an order for eight of his multi-spindle milkshake mixers at a location in San Bernardino, California. What he sees is different. People are lining up to get food. He goes up to a window, orders a burger, fries and a shake, all for 35¢...and it's given to him right there right then. "What's this?" "It's your food." Knife, fork? Nope. Just eat it. Where? "Anywhere you want."

Ray is dazzled, not only by the efficiency, but also the line of people who get served pretty darn quick. He goes to meet the managers Dick (Nick Offerman) and Mac (John Carroll Lynch), who are only too proud to show him their set-up (and grateful for the mixer order being delivered), but also are dying to tell him their story of failure after failure...movie theaters, other restaurants...until they came up with the formula, their "Speedee Service System" a designed, engineered, even choreographed assembly line that guarantees a steady supply of product with no customer-waiting and an iron-grip on quality control that ensures cleanliness of the facility and consistency of product.

Kroc is besotted with the earning possibilities of the restaurant and spends his return trip thinking up angles. The McDonald's formula is basically set-and-forget and is a money-maker and he wants in. But, these guys, the McDonalds, have shown him everything, every secret that they have, and detailed plans for a prototype restaurant design (with attention-getting "golden arches") that is small, efficient and easily copied. He doesn't steal all of this information. Instead he suggests franchising the thing with the McDonalds in a partnership—they already tell him that franchising doesn't work, that there are other "McDonalds" restaurants, but with varying menus and a lackadaisical approach to efficiency and quality control. Kroc convinces them, after info-gathering visits to those owners, that their success CAN be repeated...if only their plans are followed to the letter. To the very proud and meticulous thinker Dick, this is music to his ears, and they go into business with their apparently like-minded partner. 

Kroc mortgages his house (without telling his wife, played by Laura Dern) and starts to make plans to open those "golden arches" restaurants in the mid-West to much fanfare, with his face as the main booster for the new locations—with Dick and Mac already busy with their original place in San Bernardino. He follows their plans, their hiring practices, their choreography, everything, but insinuates himself with the powers-that-be that okay the locations and see him as each community's "rain-maker," a role that the salesman in Kroc likes. He wants to expand further, faster, but the profit margin of each restaurant is too low to build at the pace he wants, so he proposes changes. He gets firm "no's" to the changes by Dick, but Ray goes ahead with the changes at every location...except the brothers' San Bernardino location. 

Already the partnership is starting to fracture. But, it was doomed to fail from the beginning, even as it began to explode. Dick and Mac are inventors; Ray is a salesman. Dick and Mac take pride in their work and are content to maintain the status quo; Ray never had to do the work they did, but appreciates the brilliance of the ideas, recognizes it's a winner and wants to be the man behind the dream. Dick and Mac are thinking about McDonald's; Ray is thinking about himself. A quote in a book I just read* says "Ideas are the trash of the business. Execution is everything." And Ray knows how to execute...in all senses of the term.

Ray will eventually and literally "drink their milkshake" (in the psuedo-profunditry of the line from There Will Be Blood) through a series of agreements and one out-of-the-box thought given to him by an accountant (B.J. Novak)("You're not in the hamburger business...you're in the real estate business") that would never have occurred to the original McDonalds, so concentrated are they on maintaining their original business that they can't see the future for the present. It's the difference between givers and takers and evolution is a bitch. And learning new lessons can be hard.

It's a wonderful film about the American Dream and the Individual's Nightmare, and how a good idea can be stolen right out from under you. Hancock's direction is straightforward and fast-moving, enhanced by a wickedly fast-paced editing style. And acting honors go to Offerman, but especially Keaton, who easily transitions from huckster to shuckster to diabolical kingpin without seeming to show the difference between them. Keaton is always fun to watch, even when his characters turn your smile into a toothsome rictus, and the film is an amazing thing to watch.

Just don't be surprised that your next meal at MickeyD's might have a bitter taste you didn't notice before.

 

* The Big Bang Theory: The Definitive, Inside Story of the Epic Hit Series" by Jessica Radloff