Finally, the economic model. It's the same model it was in its early days, when the McDonald brothers created the first franchise in 1953. It is said that, one year later, three visitors fell under the spell of this exceptional model: Ray Crok, a milkshakes machine salesman who bought the fund in 1955 and created the McDonald's company, but also James McLamore, the founder of Burger King, and Glen Bell, the founder of Taco Bell. The principle of candour according to McDo is simple. The firm bought the site, built the restaurant, and then leased it to a franchisee. In return, the latter participates in the purchase of the furniture, pays a fixed rent plus a share of the turnover for the exploitation of the brand and the participation in the marketing costs. More than 70% of the 32,000 restaurants are in the hands of franchisees. As a result, these independents provide McDonald's with one-third of its sales but two-thirds of its profits. The objective