Despite his success, Ray begins to encounter financial difficulties as his share of franchise profits are limited due to his contract, which the McDonald brothers decline to renegotiate. Meanwhile, the owners are encountering higher than expected costs, particularly for refrigeration of large amounts of ice cream for milkshakes. Joan suggests a powdered milkshake as a way to avoid these costs, but the brothers consider it degrading to their food quality. Ray is called to the bank as his mortgage is past due, but this is overheard by Harry Sonneborn, a financial consultant, who requests to review Rays books. Sonneborn realizes that the real profit opportunity is in providing real estate to the franchisees, which will not only provide a revenue stream, but give Ray leverage over his franchisees and the brothers. Ray incorporates a new company, Franchise Realty Corporation, and attracts new investors. This allows him to open new restaurants without the brothers approval. This upsets the brothers and emboldens Ray: he increasingly defies them by circumventing their authority and providing powdered milkshakes to all franchisees, but not their restaurant. Ray also divorces his wife, Ethel, who gets all his assets except any shares in his business.