Industry

Food & Beverage

McDonald's and Starbucks built two of the most valuable brands in history from the most commoditized ingredients imaginable. The lesson is not about food — it's about what customers are really buying.

2 stories in Food & Beverage

1971Seattle, WashingtonFood

How Howard Schultz turned a coffee bean store into a third place for America

Starbucks didn't invent espresso or premium coffee. It invented a category of experience — the comfortable third place between home and work.

Mar 5, 2025Apply the lesson

1955Des Plaines, IllinoisFood

How Ray Kroc turned a burger stand into the world's largest restaurant chain

Ray Kroc didn't invent the hamburger or the franchise model. He invented the operating manual — and that changed everything.

Feb 12, 2025Apply the lesson

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