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How to turn an ice cream maker into an epic story

Adam Oxford
Adam Oxford
2021-04-30

Can you turn a MacDonald’s dessert into an incredible piece of longform journalism? Wired can, with this brilliant look at the conflict between the fast food giant and hacky startup Kytch. Kytch started out life as an all-in-one frozen yoghurt machine, but the founders pivoted when they discovered their tech could help franchise managers at MacDonald’s with an endemic problem – preventing their McFlurry machines from breaking down. From seemingly trivial beginnings a familiar tale of corporate overreach emerges, crushing the dreams of a plucky startup that just wanted to help store managers sell soft scoop with the power of a Raspberry Pi like so much candy topping. It’s got everything, from corporate spinning to the right to repair, if the movie rights aren’t bagged already, they will be soon.

Adam Oxford
  • Adam Oxford is a freelance journalist, media consultant and civic tech enthusiast. He also works closely with startups developing solutions to access to justice problems.

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