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When McDonald’s first opened, fast food was built around speed and price, not margins. In the late 1940s and early 1950s, a hamburger cost 15 cents, fries were 10 cents, and a milkshake was 20 cents. The menu was intentionally stripped down to a few items so food could be made faster, with less labor, and sold cheaper than any diner. The founders redesigned the entire kitchen to cut wasted motion, eliminate waitstaff, and move customers through in minutes. Lower prices weren’t a promotion — they
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