Positive:
* Visionary: He saw the potential of the McDonald's model long before others did.
* Driven: His relentless pursuit of success and efficiency is legendary.
* Ambitious: He had a grand vision for McDonald's and worked tirelessly to achieve it.
* Charismatic: He was known for his engaging personality and persuasive abilities.
* Innovative: He was constantly looking for ways to improve and expand the business.
* Strategic: He made calculated decisions that ultimately led to McDonald's dominance.
* Capitalist: He understood the power of franchising and its potential for growth.
Neutral:
* Ruthless: He was known for his aggressive business tactics, sometimes at the expense of others.
* Calculating: He made decisions based on logic and profit rather than personal feelings.
* Controversial: His methods and business practices sparked debate and criticism.
Negative:
* Exploitative: Some argue that he unfairly exploited the original McDonald brothers.
* Greedy: His relentless pursuit of profit led to accusations of being avaricious.
* Uncompromising: He was known for his strict standards and high expectations.
* Controlling: He micromanaged every aspect of the franchise operation.
Ultimately, the adjectives you choose to describe Ray Kroc depend on your perspective and what aspects of his life and legacy you focus on.