How did McDonald's form? When Dick and Mac McDonald were successful, why did they not expand the franchise? How did Kroc come to control the corporation?

What feature of McDonald's structure does the author argue is the source of its success? What is his argument?

What is McDonald's attitude towards trial-and-error experimentation? What are the weaknesses of such a strategy? What are its strengths?

Many readers will find Behind the Arches full of surprising facts about an incredibly familiar food-service corporation. What most surprised you? What most impressed you?

Explain how McDonald's financed itself during its periods of expansion.

What is unique about McDonald's corporate culture? Explain your answer in detail.

Many have a negative opinion of McDonald's. After reading Behind the Arches, has your opinion of McDonald's improved? If so, how and why?