Dominic's wife, she is. Alicia Marsden intended to create a restaurant chain that was known for dependably high-quality cuisine and consistent cooking procedures. She desired to provide burgers, fries, and drinks that were same in flavor in Alaska and Alabama.
She used a unique approach to doing this: she persuaded both franchisees and suppliers to believe in her vision. The phrase “In business for yourself, but not for yourself” was promoted. Her concept was founded on the three-legged stool idea. The stool’s strength was limited by the three legs that supported it.