Celebrating the Centennial of a Giant

A very special moment happened over the weekend; one that only happens every 100 years, if one should be so lucky. Members of our Hispanic marketing and advertising industry convened to celebrate the 100th birthday of Roberto Madan. Don Roberto, as he is respectfully and affectionally called, was one of the McDonald’s early Latino owner/operators who was known for his dedication to uplifting and building communities by actively supporting entrepreneurship, the pursuit of education and other important causes.

Having fled Cuba during the Revolution with his wife, Ana Maria, and their two small children, Pepe and Annie Madan, Don Roberto and his family immigrated to NYC to start a totally new life. A professional athlete in Cuba, he became a teacher and, soon after, a McDonald’s owner/operator. He then moved to New Jersey, where he not only rebuilt the family’s life but the lives of many in the communities he touched through job creation, mentorship and altruism. What’s more, he became a trailblazer who played an integral role within the OPNAD system and championed for investing in Hispanic marketing so that the Golden Arches would shine En Español.

Don Roberto was one of the founders of the Ronald McDonald House Charities HACER Scholarship Program, which has gone on to award thousands of promising Hispanic students with scholarships to advance their educations. He mentored and supported aspiring crew members and many others with entrepreneurial aspirations to become successful McDonald’s franchisees.  And he was a staunch supporter of the Hispanic community, advocating for investment in Spanish-language advertising, local community-based organizations and grassroots events and outreach.

Through his commitment and generosity, he paved the way for generations of others, Latino and otherwise. His daughter, Annie Madan, owns several stores and is co-chair of the McDonald’s Hispanic Owner/Operator Association (MHOA), part of the OPNAD system. Then, there is the next generation of the Madan legacy that lives on through his two granddaughters, Jessica and Arianna. The family has, no doubt, helped many in the Hispanic advertising and media industry, including several independent ad agencies.

Such was the impact of Roberto Madan in the McDonald’s system that his story is featured in a chapter of McDonald’s: Behind the Arches, a book about the entrepreneurial success story that is McDonald’s. His work has created enduring ripple effects; so much so that hundreds of people in the Hispanic advertising industry are forever grateful for the positive impact Don Roberto and his family have had on their businesses and careers.

HispanicAd.com joins legions of industry players in saying, ¡Felicidades Don Roberto! Thank you for your dedication and philanthropy, and may you enjoy this major milestone!