The board went with Aristocrat, test marketed it in Peoria, and it bombed again. She laughed, called it a "dumb" idea and again made the case for the Big Mac. The board chose Blue Ribbon Burger, test marketed it in Quad Cities, and it bombed.Ī few months later, the manager said they were going to try again, this time calling it the Aristocrat.
She quickly typed ten reasons to nix their choice, and only one name: Big Mac. He then told her, while he stood there, to write down ten reasons not to name it the Blue Ribbon Burger, and also to list ten other names. "I started laughing and told him that was a dumb name," she said. He dismissed her idea and told her they were going to name it the Blue Ribbon Burger. "I just said off the top of my head, 'Big Mac, that's it!'" One day soon thereafter, the head of product development stopped by her desk, told her he was headed to a board meeting where they were going to name a new double burger product and asked for her suggestions. "I guess she felt sorry for me, the way I looked," said Esther, 65, who has lived in Glenview since 1978. Poorly dressed and soaking wet from the commute into the LaSalle Street office, she was spotted in a hallway by a company official, who promptly hired her. With ten dollars to her name, the 17-year-old Von Steuben High School graduate saw an ad for a secretary at McDonald's corporate headquarters. The story begins 45 years ago on a snowy winter day in downtown Chicago in 1967.
She's the one who named it, and without her dogged persistence, the iconic sandwich may never have become a McDonald's product. The next time you prepare to chomp into a Big Mac, take a moment first to thank Esther Glickstein Rose of Glenview. Robalini's Note: Esther Rose is the mother of Konformist Kontributing Editor Scott Rose. Glenview woman reflects on naming famous burger, 45 years later
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