herman petty was the first one to franchise and mcdonald's. he is in that moment where there is a federal pressure to open a business opportunities for african-americans. mcdonald's is involved in it knowing that there will be a number of right franchise owners who do not want to do business in black communities anymore. and mcdonald's start recruiting black donors to serve black communities but is very profitable for number of reasons. >> very profitable for some of them, right? >> let's a very good point you make pretty prospective franchising. what they soon discover it's called black stores at the time. that black stores yield very good profits because they are often located committees where this is not a lot of competing businesses. market research shows african-american consumers go to mcdonald's more often than their white counterparts. but, the franchisor is not visibly see all the prophets. early on mcdonald's tried to intervene to create a baseline program so black franchise owners can keep their stores. my 75 -- 76 there is a real s