Ray Kroc worshiping at the Golden Arches.
(2016) Biographical Drama (Weinstein) Michael Keaton, Nick Offerman, John Carroll Lynch, Laura Dern, Linda Cardellini, B.J. Novak, Patrick Wilson, Justin Randell Brooke, Kate Kneeland, Griff Furst, Wilbur Fitzgerald, David de Vries, Andrew Benator, Cara Mantella, Randall Taylor, Lacey King, Jeremy Madden, Rebecca Ray, Adam Rosenberg, Jacinte Blankenship. Directed by John Lee Hancock
Most of us are more than familiar with McDonald’s. It is Main Street, America on a global scale; on a typical day the fast food chain will feed something like 8% of the world’s population. They are convenient and in a fast-paced world where meals can be afterthoughts, a necessity. But how did they get to be that way?
Salesman Ray Kroc (Keaton) is having a spectacular lack of success selling his five spindle milkshake mixer to diners and drive-ins in the Midwest. When he gets an order for five of the machines from a burger joint in San Bernadino, California, he is gratified – gratified but amazed. The operation he visits is staggering; lines snake through the parking lot. Counter service only, he makes his order for a cheeseburger, fries and a coke and gets it delivered to the window in less than a minute. Dumbfounded, he sits down to eat his meal – and it’s actually pretty darn good. The restaurant, named McDonald’s for the McDonald brothers who own it, looks promising as visions of a franchise operation begin to dance in his head.
At first the brothers – Dick (Offerman) and Mac (Lynch) aren’t too interested. They’d tried something like it before and ended up with franchise owners adding their own flair – fried chicken, barbecue, straying from the formula of keeping the menu simple and the quality high. Kroc thought he could make that happen by being a hands-on boss. As it turned out, that didn’t quite work out the way he expected.
At home, his wife Ethel (Dern) lives a life of loneliness and boredom, living for those precious times when they go to dinner at the local club. He uses those occasions to snare investors and Ethel tries to help in her own way. Soon though Ray’s dreams are fast outstripping those of his partners as well as those of his wife. The wife (Cardellini) of a potential investor (Wilson) catches his eye. As for the McDonald brothers, they are content with having a quality restaurant and what Ray is looking to build is more than they intended to take on and their reluctance to change or to compromise quality becomes a major frustration for Ray. He becomes aware that the biggest hurdle in making McDonald’s a household name are the McDonald brothers themselves.
I’m not too sure what the executives at the McDonald’s corporation think of this movie; they are in a very real sense the descendants of Ray Kroc and they owe their position to his vision and his drive to achieve it. I think they appreciate the free advertising but Ray doesn’t come off terribly well here in many ways although he did do a lot of the less savory things that are depicted here, including taking credit for some of the aspects of the image that the McDonald brothers introduced (like the golden arches) and effectively excising the brothers from the history of the company (he labeled an Illinois franchise McDonald’s #1 when in fact it was the ninth store to open). Keaton imbues Ray with a surfeit of charm without ignoring the man’s more vicious traits; he also gives Ray enough energy and charisma that when he does some pretty bad things, one still roots for him. Maybe there’s something in that secret sauce that compels us to but I think that Keaton’s performance has a lot to do with it too.
The film only covers a short period in the history of the fast food Goliath and doesn’t really get into the globalization of the brand or examine the effect of their product on the obesity epidemic in this country which has disappointed some critics but not this one. There are plenty of things one can get into concerning the pros and cons of McDonald’s from their catchy advertisements, their shrewd marketing to children with the play areas and Ronald McDonald and their recent move to adding more nutritional selections on their menu and offering a wider variety of food in general. I think the movie accomplished what it set out to do and examine how McDonald’s went from being a small roadside burger joint in California to the global giant it is today and that’s plenty of story for one movie.
There’s plenty of dramatic conflict that goes on but this simply isn’t going to appeal to those who are easily bored. Although there might be a niche group interest for those who are interested in how corporate entrepreneurs achieved their success, I’m not sure if America (or anywhere else) is waiting for movies about Col. Sanders, Sam Walton (founder of Wal*Mart) or Bill Gates. I did find Keaton’s performance fascinating and that kept enough of my interest to give this a mild recommendation.
REASONS TO GO: Keaton delivers a solid performance.
REASONS TO STAY: Some might find this a bit boring.
FAMILY VALUES: There is a bit of profanity.
TRIVIAL PURSUIT: All of the McDonald’s restaurants depicted in the film were built from scratch in parking lots and vacant lots because producers couldn’t find suitable locations that matched the look of the film that they were aiming for.
CRITICAL MASS: As of 3/15/17: Rotten Tomatoes: 83% positive reviews. Metacritic: 66/100.
COMPARISON SHOPPING: The Social Network
FINAL RATING: 6/10
NEXT: It’s Not My Fault (And I Don’t Care Anyway)
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