Solid Gold

Roll Model

McDonald's isn't just a model for franchising; it's a model for businesses everywhere. Its logo, its standards, its methods, its service, its legendary consistency--all these things have changed the way American companies do business, as well as the way U.S. companies are perceived abroad.

"We've had a unique business success over the years for thousands of people," says Greenberg. "Because we're so rigorous in our selection process, in our training and in the help we give new licensees, success, while it isn't guaranteed, is far more likely than in most other business ventures."

Given such a track record, it's little wonder that when Greenberg gazes into his prophetic sesame-seed bun to predict McDonald's future, he sees more of the same.

"I see us [earning] more income next year than we did this year," Greenberg says. "I think we'll open 2,500 restaurants or more in 1997. More than two-thirds of them will be outside the United States."

After all, why mess with success? Greenberg puts it best, with characteristic understatement: "McDonald's has got a lot of momentum, and I expect that to continue for a long time."

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This article was originally published in the January 1997 print edition of Entrepreneur with the headline: Solid Gold.

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