We teach our employees concepts that go way beyond making hamburgers Background McDonald ´s in Brazil wants to do much more than just make delicious hamburgers; they want to create a culture in the company such that employees love their work and find satisfaction in service to the customers. The 7 Habits of Highly Effective People provided the necessary motivation for this change. There is no doubt that the invention of the fast-food meal is one of the major phenomena of gastro- nomic history, allowing service to people who are looking more for speed rather than customer ser- vice. But agility does not always means quality in customer service and products. For this reason, McDonald ´s cares about investing, through the Hamburger University, not only to buil

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