Who hasn’t tasted one of the “Billions and Billions served?” The McDonald Brothers, who had founded a burger and barbeque joint, complete with carhops, in the 1930s, revamped their system in 1948 to promote speedy service and cheaper food (and incidentally attract a family clientele). After lackluster franchise results, their project was acquired by salesman Ray Kroc in 1955 who went on to create a global empire. He redesigned the service, ambience and food itself to fit changing mores and new locations at home and abroad, while families, leisure and travel adapted in turn to the emblematic golden arches. This process is analyzed in John Love’s (1986) McDonald’s: Behind the Golden Arches, while Watson (1997) and others consider the interactions of McDonald’s and Asia in Golden Arches East. Other major competitors in the hamburger and familymeal market include Burger King and Wendy’s (with a folksy image), as well as regional chains like Carl, Jrs, Jack-in-the-Box (hit by food-poisoning scares) and Hardee’s.