In the 1950s french fries were an unimportant side dish that brought in little profit at most restaurants. The McDonald brothers, however, lavished considerable attention on their fries. Many customers were fiercely devoted to the product. Kroc believed the McDonaldęs fries were the best he had ever tasted. Convinced that they would be crucial for his chain he set out to master french fry production. "The french fry would become almost sacrosanct for me, its preparation a ritual to be followed religiously," he wrote in his autobiography,