Ray Kroc opened the first McDonald’s restaurant in 1955. He offered a limited menu of high quality, moderately priced food served fast in spotless surroundings. McDonald’s QSC&V (Quality, Service, Cleanliness, and Value) was a hit. The chain expanded into every state in nation. By 1983, it had over 6000 restaurants in United States. In 1967, McDonald’s opened its first restaurant outside the United States, in Canada. By 1985 international sales represented about one-fifth of McDonald’s total revenue. Yet fast food had barely touched many cultures.While 90% of Japanese in Tokyo had never eaten McDonald’s Hamburger, in Europe, McDonald’s maintained a very small percentage of restaurant sales but command a large share of fast food market. It took the company 14 years of planning before it opened a restaurant in Moscow. But the planning paid off. People stand in line up to 2 hours for a Hamburger. After waiting for such a long time they had to pay $14. 40 (at the official rate) for a Big Mac and French Fries.
