And efficiencies are what make you big and profitable. El Bulli may be the #1 restaurant in the world, but it runs in the red every year. In contrast, the pre

And efficiencies are what make you big and profitable. El Bulli may be the #1 restaurant in the world, but it runs in the red every year. In contrast, the predictable, efficient, and unquirky McDonalds does $4bn in the black every year.