Kroc’s dedication to maintaining interdependence was most evident in his decision not to sell vast exclusive territories for multiple franchises. Despite the attractiveness of huge up-front profits in selling off rights to big syndicates, he believed the owner-operator was the best operator. He knew that hands-on owners would care about the business, not just about the numbers.His policy was to award only one restaurant at a time to an owner-operator. If that one was successful, the franchisee could apply for another. This is how Kroc’s empire grew. Product, service, and operations were so good that McDonald’s never worried about finding people who wanted their own cash machine.

McDonald’s has continued to form alliances for marketing purposes— most notably with the Disney Corporation. These two giants have had a global alliance wherein McDonald’s has promoted numerous major film releases for Disney. It is a sponsor of Dinoland at Disney’s Animal Kingdom in Florida and built Ronald’s Fun House at Disney World. Disney employees even sell McDonald’s french fries at Disney World. These two corporations have joint philanthropic ventures, too, including the American Teacher Awards and Young Inventors Awards, and have jointly donated millions of dollars toward the purchase of “Sue,” a Tyrannosaurus rex skeleton, by Chicago’s Field Museum. Clearly the two corporations share common goals—not only in cross-promotion but in catering to similar constituencies. It appears to be a good fit for both.