The success of McDonald's 1 Can you imagine that every penny earned by McDonald's is carefully calculated?
The decision to open a dessert station stems from McDonald's investigation. McDonald's found that a large part of the long queues in stores with large passenger flow only bought desserts such as ice cream. Seats in the store are limited. If a customer buys an ice cream cone from 2.5 yuan and sits in the store for more than ten minutes, he may lose another customer who buys a set meal of several tens of yuan. As a result, a small dessert station came into being.
In addition, McDonald's also vigorously enhances the value of single stores. This change began with its 24-hour restaurant logo. Last year, McDonald's changed 75% of its stores to 24-hour operation, which became one of the main ways of its sales growth. Is it cost-effective to extend business hours? The rent and the depreciation of the house are fixed, so it will not reduce the cost if it is not used. The cost of extending business hours is food raw materials, utilities and labor. In other words, when sales increase to a certain proportion, it will offset the increase in variable costs.
While intensive cultivation, we should also work hard. In order to save costs, McDonald's even considered how to mop the floor to save more water. Now, McDonald's employees must learn the eight-word mopping method when they enter the store. Why do you want to divide it into eight words, when to change the mop, and save water while ensuring the cleanliness of the floor? These are all long-term accumulated experiences. The managers of 24-hour restaurants have received special training, including scheduling skills, controlling water and electricity consumption, and ordering products according to passenger flow to control costs.
Since entering China, McDonald's has been aiming at children. McDonald's birthday party has become a place that all children yearn for; ? Big Mac tongue twister? Many children have received special gifts from McDonald's; ? Holiday smoking? Take the children to the restaurant and try your luck. It takes Uncle McDonald as the marketing image of the enterprise, and his advertising concept is: to convey questions, happiness, warmth and kindness. What are we familiar with? More fun, more choices, all at McDonald's? .
McDonald's Company can be said to be one of the most successful catering retail enterprises in the world. Its success is not only manifested in its commercial operation and income, but also in its deep-rooted catering culture. It has not only changed the eating habits of thousands of people, but also changed the food industry all over the world. At present, McDonald's has opened more than 20,000 chain stores in more than 100 countries (regions) in the form of franchise retail, and is still expanding at the rate of developing one store every 1 hour. Obviously, it has become an "unparalleled" company integrating catering and retail in the world today. McDonald's development from 65438 to 0955 has made such remarkable achievements, which is inseparable from its unique marketing strategy.
The operating system of McDonald's McDonald's Company has gradually established a perfect operating system, and through the establishment of the company's business philosophy, employees are properly trained. These operating systems are mainly manifested in the following aspects:
1, and established common values among all employees in the company.
2. Strengthened the independence of each franchise store.
3. Improve the enthusiasm and willingness of franchisees.
4, in the shortest possible time to train qualified employees, reduce employee turnover rate.
5. Continuously check the development, change and diversification of the market to maintain market sensitivity.
6. Ensure the quality of all food and services and achieve first-class food quality and first-class service quality.
7. Actively cultivate middle-level managers and fully mobilize their work enthusiasm.
8. Require employees to form a good habit of making correct judgments and decisions on problems in a timely manner.
9. Constantly improve the organizational structure, so that people can give full play to their talents.
Although the markets of all countries in the world are constantly changing, and the market environment of all countries is very different, almost all McDonald's chain stores in the United States and chain stores around the world have adopted a highly stylized and similar marketing management model and adopted a marketing strategy that ignores market differences and changes. This highly stylized marketing strategy of McDonald's is mainly manifested in the following aspects:
1. Product standardization. After more than 70 years of development, McDonald's has long been the largest fast food enterprise in the world. However, throughout the development of McDonald's, it always only provides hamburgers, French fries, ice cream and soft drinks to customers. Even if there is a change, it is only a slight change on the original basis, such as adding some chicken to Hamburg. At the end of 1970s, McDonald's began to set foot in transnational operations, and its chain stores all over the world have already exceeded 10000. Although consumers in different countries have great differences in eating habits, food culture and so on, McDonald's still downplays this difference and provides extremely similar products for consumers in different countries.
McDonald's has not only qualitative regulations but also quantitative regulations on food standardization. For example, the diameter of a hamburger is 25 cm, the fat content in food should not exceed 19%, and the storage time of French fries and coffee should not exceed 10 minutes and 30 minutes. Even the size and shape of potatoes are stipulated. These regulations must be strictly implemented in chain stores all over the country, and strict inspections should be carried out twice a year.
2. Standardization of distribution. Whether McDonald's own chain stores or authorized chain stores, there are strict rules on the choice of store location. According to the original regulations, there are more than 50,000 residents living within 5 kilometers of Fiona Fang. Later, this rule was changed, stipulating that chain stores must be built in bustling commercial areas, such as large shopping malls, supermarkets, schools or government agencies. This provision has been passed down to this day, which is one of the important conditions for selecting the authorized person. Moreover, the store decoration and interior decoration of all chain stores must be completed according to the same standards.
3. Popularized standardization. In the whole business process, McDonald's always insists on taking children as the main promotion object. Its promotion concept is to attract children's consumption and attract the whole family's consumption. So there are places for children's entertainment and toys in the store. The promotion method is mainly TV advertisement.
In order to strictly enforce the established standards in chain stores all over the world, McDonald's established a Hamburg University to train store managers and managers. In addition, McDonald's has compiled a 350-page employee operation manual, which specifies the operation methods and steps of each job in detail to guide the work of employees around the world.
In the long-term operation, McDonald's Company has explored a set of highly competitive business strategies, mainly including four aspects: commodity strategy, service strategy, health strategy and price strategy.
Commodity strategy We can take French fries as an example to illustrate the commodity strategy of McDonald's company:
The potatoes used by McDonald's company for potato chips are specially cultivated and planted by experts hired by McDonald's. After careful selection, they must be stored for a period of time to adjust the ratio of internal starch and sugar. When this ratio reaches the standard, it can be used to make potato chips. These potato chips must be sold to customers immediately after they are fried; If it can't be sold in seven minutes, this batch of potato chips must be disposed of.
Service Strategy In order to attract customers and improve service quality, McDonald's always adheres to the quality service strategy. For example, strive to create a happy and warm atmosphere. The restaurant tries to avoid noise and wandering, is suitable for the whole family to have a quiet meal, and creates a quiet environment like eating at home, such as comfortable tables and chairs, warm and thoughtful waiters and high work efficiency.
Health strategy McDonald's has strict health requirements, so it has formulated special health standards, such as: employees must wash their hands and disinfect before taking up their posts, employees must not have long hair, and female employees must wear hair covers to prevent their hair from falling off. Clean the dining table as soon as customers leave, and the rubbish left on the ground, such as paper and potato chips, must be picked up at any time to keep the shop clean and tidy. At the same time, we also attach great importance to the hygiene of the goods themselves, strictly implement various disinfection procedures, and ensure the processing of high-quality raw materials. Strict hygienic quality inspection standards are implemented for products, and tableware and equipment are strictly disinfected.
Price Strategy In order to make the food purchased by customers worth the money, McDonald's will never raise the price at will while constantly improving the quality of food. Keep the value for money, so that McDonald's customers can spend less money, not only enjoy high-quality goods and services, but also enjoy a comfortable, warm and happy dining environment.
McDonald's Company has its own highest management concept, that is QSCV concept. It is a symbol of the internal image of the enterprise and an important principle that can reflect the characteristics of McDonald's.
Q: that is, quality, quality is the first capital letter of English quality. Take McDonald's Beijing branch as an example. Most of its food raw materials (up to 95%) are purchased in China. But this is also achieved after years of screening (up to 4-5 years). For example, in 1984, the potato supplier of McDonald's Company sent a number of potato experts from the United States to Heilongjiang, Inner Mongolia, Hebei, Shanxi, Gansu and other provinces in China for on-the-spot investigation and experiments, and finally decided that Chengde, Hebei Province was the potato supply base of McDonald's Company, and cultivated potatoes meeting McDonald's standards in Chengde paddock.
In order to strictly grasp the quality, some regulations of McDonald's even reach a harsh level, such as regulations: the bread is not round and the incision is uneven; The milk slurry provided by the milk slurry supplier must be returned when the temperature exceeds 4℃ during transportation; Every piece of beef cake has to go through more than 40 quality inspections from the beginning of processing. As long as one piece does not meet the prescribed standards, it cannot be sold to customers. All the raw materials in the restaurant have strict shelf life and shelf life. For example, it takes only two hours for lettuce to be sent from the cold storage to the batching table, and it must be disposed of after this time; In order to facilitate management, all raw materials and ingredients are sorted according to production date and shelf life.
S: that is, service, which is the first capital letter of English service. As a leader in the catering and retail service industry, McDonald's regards service as its life. After every employee enters McDonald's company, the first thing is to receive training and learn how to better serve customers and make them 100% satisfied. To this end, McDonald's requires employees to do the following when serving food:
1. When customers queue up to buy food, the waiting time should not exceed 2 minutes, and employees are required to work quickly and accurately.
2. The waiter must serve the customer according to the "six steps" of counter service. When the customer orders the required food, the waiter must deliver the food to the customer within 1 minute.
Don't disturb customers when eating, even after eating, you can't "drive away" customers.
Beautiful high chairs and exquisite small gifts are specially prepared for small customers, and they are given away for free.
C: that is, cleanliness, which is the first capital letter of English cleanliness. McDonald's Company has strict regulations on cleanliness, including the following aspects:
1. Attendants must be strictly cleaned and disinfected when working at their posts. Soak his hands with warm water in the sink first, and then wash his hands with McDonald's special disinfectant hand sanitizer, paying special attention to cleaning his fingers and nails.
2. Hands must be rubbed together for at least 20 seconds. After thorough cleaning, dry your hands with a dryer instead of a towel.
After touching hair, uniforms and other things, be sure to wash your hands before disinfection.
The inside and outside of the dining room must be clean and tidy, and the tables, chairs, windows and equipment should be spotless.
Every day after work, all tableware and machines must be completely disassembled, cleaned and disinfected.
V: value is the first capital letter of English value.
The food of McDonald's company is not only of high quality, but also the nutrients contained in all foods are prepared according to a certain proportion after strict scientific calculation. Because these foods are not only balanced and rich in nutrition, but also reasonable in price, customers can happily enjoy fast and nutritious exquisite food in a bright restaurant environment.
McDonald's Company has high requirements for all employees and specific requirements for its own image: this is the TLC concept.
T: Just be careful. This is the first capital letter of English tender.
McDonald's Company requires employees to serve every customer wholeheartedly, without ignoring any subtle link.
L: Love is the first capital letter of the English word loving.
McDonald's company not only pays attention to profit, but also pays attention to social welfare undertakings, so it often sponsors social charity undertakings and fulfills social responsibilities.
C: That is care, care, which is the first capital letter of English care.
Treating special customers, such as disabled customers, will be more considerate, so that they can enjoy eating at McDonald's like normal people.
Mcdonald's company has an important principle, which is to strive for customer satisfaction with quality service, that is? Customers always come first? The concept of.
McDonald's hopes to inject new passion into people's lives, namely? Gone with the wind, youth, excitement? The concept of.
? Do it now, don't make excuses? This is McDonald's company's requirement for employees to be diligent, accurate and efficient.
? Keep a professional attitude? It requires employees to do their duty and serve every customer well.
? It's up to you? This idea is McDonald's? Customer first? 、? The customer is God? The embodiment of management thought.
The above principles are not only McDonald's business philosophy, but also its code of conduct. From the waiter at the front desk of the restaurant to the manager of the office, this is the principle of action. It is precisely because of this that McDonald's has formed a good impression in the minds of consumers and attracted more people to eat.
In addition, there are some very important words in the management of McDonald's, such as freshness, high quality, sufficiency, fairness, quickness, accuracy, quickness, enthusiasm, smile, vigor, cleanliness, cleanliness, hygiene, happy home, family restaurant and so on.
These words include not only the company's requirements for the quality of itself and its employees, but also the psychological feelings that the company expects to provide to customers. These just make up for the imperfections in the management manual of McDonald's company, make it deeply rooted in the hearts of employees and become the image of McDonald's company for all customers.
? Full of joy and vitality, we proudly provide customers with McDonald's unique dining experience, so that every customer has a unique feeling, and every visit brings laughter. ? This is McDonald's promise. For decades, McDonald's has increasingly become his wish to provide the best service restaurant for the world with its own practical actions.
The success of McDonald's 3 McDonald's is the world's largest fast food group, founded by 1955? Crocker opened the first McDonald's restaurant in Planck, Illinois, USA. It has more than 28,000 restaurants around the world. McDonald's Golden Double Arch has been deeply rooted in people's hearts and has become one of the most famous world brands.
Many people around us have been to McDonald's, whether for children or for themselves, even if they have never been to McDonald's. m？ You must have seen the zigzag arch. Now I propose to my children to eat McDonald's, and many children will cheer for it. As for being good today? The reward will also go to McDonald's. If a company can do this, there must be a lot to learn.
What are you studying? There are so many places to learn, whether it is politics or marketing, it is not easy to read the thick McDonald's cultural manual. As if facing an elephant, I don't know where to start. I think we should start with the toilets in McDonald's. McDonald's toilets are actually very distinctive because:
1. All McDonald's toilets and storefronts have the same design style and color.
For this particular place, McDonald's has a special person to clean it regularly, and the quality is very good. There is a cleaning sheet behind the door of every toilet, which should be signed by the cleaner and inspector every day.
3. McDonald's has detailed regulations on the cleaning of toilets, such as floors, countertops, mirrors, handles, water stains, scraps of paper, etc. , the working procedures are completed one by one.
As we all know, McDonald's toilets are not only internal, but also external, which is convenient for more people. To a certain extent, it also undertakes the function of public toilets, but even so, the toilets are still clean and have no peculiar smell.
In today's world, China is the most dynamic market with a huge number of companies. Many companies are economic entities, big and small. In addition to economic development and sales, management is a hurdle. In this regard, many of our companies, mainly private companies, have insufficient understanding of management. There is a phenomenon in the market now: we are in the primary stage of China's development, and everything is groping.
Will it really get better in the future? Although it took China enterprises 30 years to travel to the west for nearly 50 years, it is not something worth celebrating. If we walk faster, our foundation will not be solid enough. Moreover, in today's era, some western companies are overwhelmed. Can we expect it to change in the future?
Management is always by your side. How far the company develops and whether the management can keep up with it is closely related to your company's operation. Judging from the toilet management of McDonald's, I think there are still many deficiencies in the management of many of our companies. Can we learn anything from our attitude towards toilets?
1 First of all, culture. Some of our companies think that employees are valuable assets of the company, and it takes many years for western companies to achieve certain results before they can create a good working environment for them, regardless of toilet hygiene or even office hygiene. This is a blind study of western management concepts. In this regard, we must make great efforts to train and standardize.
2. Many of our service-oriented companies, such as hotels, restaurants, supermarkets, banks, gymnasiums, etc. There are outsourced toilets, and their employees don't touch their hands. Although professional people do professional things, the toilet is located in the company's business premises. Because their own employees are not responsible for cleaning and maintenance, it doesn't matter, and they are the destroyers of toilet hygiene, so toilets are often dirty and even toilet paper is often missing.
3. The function of the toilet has become a gimmick. It is reported that some companies even stipulate that toilets can only be used. A trumpet? Don't bear? Large size? Functions, even internal personnel are divided into three or six grades, internal personnel are qualified, and field personnel are not allowed.
4, the toilet is not open to the public, this is a common phenomenon, if you don't eat in the hotel and want to worry, I'm afraid even the security guard at the door can't get through. Usually, our company will praise customers to the sky, saying that it can meet all the needs of customers. At this time, how can we not be afraid of offending customers? This is also the defect of our enterprise management.
It seems trivial, but I think it is related to the fundamentals of the enterprise, and even to the speed of development, rather than how far it can go. From McDonald's toilet concept, let's take a look at our enterprise's toilet concept. Can we practitioners learn anything from it? This is still the case for a global enterprise as big as McDonald's. I think McDonald's can do it from 1955 to now? A century-old shop? Yes, but what about our business? Our cultural tradition is very deep. With the wind of reform and the trend of economy, many time-honored brands in China and famous brands in China's economic history want to be reborn in the global economic integration, or some emerging companies are so eager to do so? A century-old shop? Slogan, with inheritance but more development, how to complete every step of this day?
Chen Fan in the Eastern Han Dynasty said: If you don't sweep a room, how can you sweep the world?
Calm down, we can do it.
& gt& gt& gt More exciting next page? McDonald's success?