Lawyer: 
Our client agrees fully to your conditions of sale with one exception. Your one percent cut of future corporate earnings will have to be carried out on a handshake basis. 

Ray Kroc:
It's my investor group. Their financing is contingent on leaving it out of the contract. (......) Because unfortunately that's a dealbreaker for them. Look, fellas. You'll get your full due royalties, alright? Come, my words on that. Let's make a deal. 

......

Dick McDonald:
I just have to ask you one thing. Something I've never understood. 

Ray Kroc:
Alright. 

Dick McDonald:
That day we met, when we gave you the tour. 

Ray Kroc:
What about it?

Dick McDonald:

We showed you everything. The whole system, all our secrets. We were an open book. So why didn't you just...

Ray Kroc:
Steal it, just grab your ideas, run off and start my own business using all those ideas of yours? I would have failed. 

Dick McDonald:
How do you know?

Ray Kroc:
Was I the only one who ever got the kitchen tour? You must have invited lots of people back there. 

Dick McDonald:
And?

Ray Kroc: 
How many of them succeeded?

Dick McDonald:
Lots of people started restaurants. 

Ray Kroc:
As big as McDonald's? Of course not. No one ever has, and no one ever will. Because they all lack that one thing that makes McDonald's special. 

Dick McDonald:
Which is...

Ray Kroc:
Even you don't know what it is!

Dick McDonald:
Enlighten me. 

Ray Kroc:
It's not just the system, Dick. It's the name. The glorious name, McDonald's. It could be anything you want it to be. It's nevertheless wide open. It sounds like America. Let's compare it to Kroc. Would you eat at a place named Kroc's? Kroc says that blunt, slavic sound. But McDonald's, oh boy, that's a beauty. A guy named McDonald is never going to get pushed around in life. 

Dick McDonald:
That's clearly not the case. 

Ray Kroc:
So you don't have a check for $1.35 million in your pocket? Bye, Dick. 

Dick McDonald:
So if you can't beat them, buy them?

Ray Kroc:
I remember the first time I saw that name stretched across, and you stood out there. It was love at first sight. I knew that right then and there I just had to have it. And now I do. 

Dick McDonald:
You don't have it. 

Ray Kroc:

You sure about that? Bye, Dick. 

You're in the Real Estate Business

Harry Sonneborn: So to summarize, you have a miniscule revenue stream, no cash reserves, and an albatross of a contract that requires you to go through a slow approval process to enact changes–if they’re approved at all. Which they never are. Am I missing anything?

요약하자면, 매출원은 너무 적고, 현금 보유액도 없어요. 게다가 이 계약서에 따르면, 모든 변경에 허가절차를 밟아야 해요. 승인이 아예 나지 않을 수도 있고. 난 적도 없군요. 빠뜨린게 있나요? 

Ray Kroc: I'm about to sum it up. 
제대로 봤군 

Harry Sonneborn: Tell me about the land.
부지에 대해 말해보시겠어요?

Ray Kroc: The land?
부지라니? 

Harry Sonneborn: The land, the buildings, how that whole aspect of it works.

땅이나 건물 같은 것이 어떻게 돌아가는지요. 

Ray Kroc: Well, it’s pretty simple, really. The franchisee finds a piece of land he likes, gets a lease, usually 20-year. He gets himself a construction loan, puts up the building, and off he goes.

아, 간단해요. 프랜차이즈 점주가 원하는 땅을 고르는 거죠. 보통 20년 정도 임대해서. 건축 대출을 받아 건물을 짓고 장사를 하는 거요. 

Harry Sonneborn: So the operator selects the site. 
그러니까 점주가 장소를 선택하는 거군요. 

Ray Kroc: Yes.
그렇죠. 

Harry Sonneborn: He picks the property. You provide the training, the system, the operational know-how, and he’s responsible for the rest.

부동산도 고르나요? 당신이 교육과 시스템 그리고 운영 노하우를 제공하죠. 나머지는 점주 책임인가요? 

Ray Kroc: Is there a problem? 
무슨 문제라도 있나요?

Harry Sonneborn: A big one. You don’t seem to realize what business you’re in. You’re not in the burger business. You’re in the real-estate business.

큰거요. 자신이 무슨 사업을 하는지 모르시는 것 같아요. 햄버거 장사가 아니라 부동산 사업을 하고있는 겁니다. 

The New American Church

Ray Kroc:

You know I drove through a lot of towns. A lot of small towns.

난 수많은 소도시들을 다녔어요.

They all had two things in common. They had a courthouse and they had a church. 
어딜 가든 두 가지는 꼭 있더군요. 법원과 교회. 

On top of the church got a cross and on top of the courthouse that had a flag. Flags, crosses. Crosses, flags.
교회에는 십자가가 있고, 법원에는 국기가 있죠. 국기와 심자가. 십자가와 국기. 

Driving around I just cannot stop thinking about this tremendous restaurant. 

운전을 하는데 이곳 생각이 머리에서 떠나질 않더군요.   

Now with the risk of something blasphemous, forgive me, those arches have a lot in common with those buildings.

불경한 말일수도 있지만, 이 황금아치는 그 곳들과 많이 비슷해요. 

A building, well crosses on top, what is that? It's a gathering place, where decent wholesome people come together and they share values protected by that American flag.

십자가가 있는 건물은 만남의 장소죠. 선량한 교양인들이 모여 공동의 가치를 추구하는 곳. 

It could be said that that beautiful building flanked by those arches signifies more or less the same thing. 

황금아치로 꾸며진 맥도날드 건물에서도 비슷한 의미가 느껴져요. 

It doesn't just say delicious hamburgers inside. 

단지 햄버거가 맛있는 식당 말고요. 

They signify family, it signifies community. It's a place where Americans come together to break bread.
가족을 상징하고, 지역 사회를 뜻하죠. 미국인들이 모여 함께 식사하는 곳이요. 

I am telling you, McDonald's can be the new American Church, feeding bodies and feeding souls, and it ain't just open on Sundays, boys. (Because it's open seven days a week.) 

감이 오나요? 맥도날드가 미국의 새로운 교회가 되는겁니다. 몸과 마음을 살찌우는데 일요일에만 열지도 않아요. (일주일 내내 영업하니까요.)