The overarching point that Kincheloe makes is that McDonalds did not rise to prominence by accident or coincidence. Every part about the inception of McDonalds was extremely calculated, and directly lead to the way in which McDonalds is viewed today. Kincheloe says that McDonald’s is “not selling hamburgers, but rather a vision of itself”, arguing that the best brand of power is formed by establishing a culture that is transcendent in nature. Ray Krog, the founder of McDonald’s, accomplished this feat by depicting McDonalds as a eating establishment with strong, “All-American” values that struck a chord with many consumers. McDonald’s eventually became known as the place that will always be around in a constantly changing society; a place where people can forget their differences and come together as Americans for the sake of consumption in a child-friendly, family style atmosphere. Additionally, Kincheloe explained how McDonald’s geared a majority of advertising strategies towards children to give them some influence over their families eating choices, and to set a foundation of consumers for the future. Krog wanted to connect with children at the earliest age possible so they became able to convince their parents to go to McDonald’s for dinner, or where to throw their next birthday party.