In 1936 Beverly and Rubye Osborne were driving west from Oklahoma to California. They had no reason to be joyful. They were middle aged and the Depression had wiped out their savings. On this particular afternoon it seemed that everyone in the state was attempting to escape the famine of the Oklahoma dust bowl. With not much more than their meager belongings and a basket of fried chicken, Beverly Osborne coaxed his Ford pickup across the barren prairie. Suddenly, a bump in the rutted road scattered the chicken and basket. Picking it up, Rubye complained "this is really Chicken in the Rough®." With that chance remark, a fortune was born. Beverly turned his truck around and headed back home. A man who, on instinct, had made a modest fortune and lost it - Beverly reasoned that "fingers were made before forks" and that chicken could be a cheap source of food at a time when incomes were sparse. Beverly learned from his previous business experience and failures that every business must provide customer satisfaction by identifying customers' needs and how to satisfy those needs better than anyone else. Soon, with the money he had received from the sale of his wife's wedding ring, he had an operation serving fried chicken with shoestring potatoes, hot biscuits and honey. That was the delectable meal that started "Fast Food - Fried Chicken Franchising" - long before McDonald's or Kentucky Fried Chicken.