WEST Wales's own Mr McDonald's, Ron Mounsey, has a simple motto.
He says: "We are not a hamburger business serving people, we are a people business serving hamburgers."
It is the service side of the industry he relishes.
"To be successful, my job is really about developing my people to enable my business to succeed," said Mr Mounsey.
And he has been ultra-successful.
Earlier this year Mr Mounsey became the first Welsh McDonald?s franchisee to be hailed the "best of the best".
He picked up McDonald's Golden Arches Award at the Orlando Worldwide Franchisee Convention.
The former dairy farmer, who lives in Carmarthen, owns eight restaurants across Wales, representing a business worth £12 million with almost 500 employees.
Mr Mounsey decided to invest in the business to pave the way ahead. Earlier this year the Castle Square McDonald's, in Swansea, was revamped at a cost of £230,000.
A £330,000 refurbishment has been carried out in Carmarthen and at Cwmdu.
Mr Mounsey, aged 54, said: "It's a considerable investment that we have made in the business.
"Couple that with investing in staff and increasing staff numbers, and I think we are fairly well placed to tackle the incoming or present recession." The group, which includes restaurants at Penllergaer and Fabian Way, Swansea, as well as Haverfordwest and Pembroke, grew by 13.7 per cent last year.
And Mr Mounsey says last quarter's profits were up by 16.5 per cent.
"So things are going quite well," he says.
But the McDonald's franchise empire does not end there.
Mr Mounsey said: "If the opportunity arises, I'm still quite interested in expanding my business out.
"Unfortunately, or fortunately, I have to wait for McDonald's to knock on the door. But I am waiting for the knock," he said.
Mr Mounsey dismisses any suggestion that the McDonald's franchise caters mainly for the younger market.
"We are good value for pensioners in for coffee, and with our food we have a value or a price package for everybody. We cater for every part of society."
He seems to have found a recipe for success, and he is sticking to it.
He said: "I'm quietly confident that our business will continue to expand."