McDonald brothers

“They refused to send registered letters authorizing changes, which meant Technically, every store he built was in violation of their original contract. Their attorney could shut them down at any moment.”

“The system was valuable precisely because it was theirs, because it had a name, an identity, a track record. Customers who'd eaten at McDonald's in one location would recognize it in another location. A copy wouldn't have that. Copy was just another hamburger …”