In 1954, traveling milkshake-mixer salesman Ray Kroc visited a hamburger stand designed and managed by brothers Richard and Maurice McDonald. He was impressed. Freshly cooked hamburgers were delivered to customers based on principles of the assembly line.

The kitchen and counter space were rationally coordinated to distribute food immediately upon its purchase. There was no waiting—or waitressing—as customers accepted a discount to provide their own table service and clean-up.