Kroc's plan to broaden McDonald's horizon included placement of new franchises. Using a helicopter to get a better view, Kroc would target busy intersections, suburban areas, churches and schools. This delved into school cafeterias where McDonald's would be served alongside traditional lunches. Keeping with the style of the original McDonald's, he continued to implement "Speedee Service" and the motto of "speed, price, promotion, and cleanliness."
Process of franchising -Mcdonalds
Kroc and Ted Turner discussing plans for a new franchise. -Shemaiah Production Studio
"The four pillars on which Kroc built the McDonald’s empire were: quality, service, cleanliness and value." -Business Strategy Review