Ray Kroc joined McDonald's Brothers and saw potential for franchising their innovative fast food restaurant concept. However, when Kroc proposed ideas to lower costs and raise profits, the brothers refused. Kroc then negotiated to buy out the brothers in 1961. He gained full ownership of the McDonald's name and system. Kroc transformed McDonald's into a major corporation by aggressively franchising the brand around the world and implementing strict standards. Under his leadership, McDonald's became one of the largest restaurant chains globally.