<P> The siblings Richard and Maurice McDonald opened in 1940 the first McDonald's at 1398 North E Street at West 14th Street in San Bernardino, California (at 34 ° 07 ′ 32" N 117 ° 17 ′ 41" W ﻿ / ﻿ 34.1255 ° N 117.2946 ° W ﻿ / 34.1255; - 117.2946) but it was not the McDonald's recognizable today; Ray Kroc made changes to the brothers business that modernized it . The brothers introduced the "Speedee Service System" in 1948 established the principles of the modern fast - food restaurant that their predecessor White Castle had put into practice more than two decades earlier. . The original mascot of McDonald's was a chef hat on top of a hamburger who was referred to as "Speedee". In 1962, the Golden Arches replaced Speedee as the universal mascot . The symbol, Ronald McDonald, was introduced in 1965 . The clown, Ronald McDonald, appeared in advertising to target their audience of children . </P> <P> On May 4, 1961, McDonald's first filed for a U.S. trademark on the name "McDonald's" with the description "Drive - In Restaurant Services", which continues to be renewed . By September 13, 1961, McDonald's under the guidance of Ray Kroc, filed for a trademark on a new logo--an overlapping, double - arched "M" symbol . But before the double arches, McDonald's used the a single arch for the architecture of their buildings . Although the "Golden Arches" logo appeared in various forms, the present version was not used until November 18, 1968, when the company was favored a U.S. trademark . </P> <P> The present corporation credits its founding to franchised businessman Ray Kroc in on April 15, 1955, this was in fact the ninth opened McDonald's restaurant overall; although this location was destroyed and rebuilt in 1984 . Kroc later purchased the McDonald brothers' equity in the company and begun the companies worldwide reach . Kroc was recorded as being an aggressive business partner, driving the McDonald brothers out of the industry . </P> <P> Kroc and the McDonald brothers fought for control of the business, as documented in Kroc's autobiography . The San Bernardino restaurant was eventually torn down (1971, according to Juan Pollo) and the site was sold to the Juan Pollo chain in 1976 . This area now serves as headquarters for the Juan Pollo chain, and a McDonald's and Route 66 museum . With the expansion of McDonald's into many international markets, the company has become a symbol of globalization and the spread of the American way of life . Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics, and consumer responsibility . </P>

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