Franchise, franchise, franchise!” bellows Ray Kroc, played by Michael Keaton, to the startled McDonald brothers, Dick and Mac (Ron Offerman and John Carroll Lynch) who own a hamburger stand in San Bernardino, Calif.The restaurant is run on the “Speedee Service System” — devised by Dick, the dreamer of the two — which applies assembly-line efficiency to get burgers from griddle to bag in 30 seconds.Dreams are admirable, but they can’t beat what milkshake-mixer salesman Ray Kroc has &mdash …