2020-02- 15 (film review of great entrepreneurs)

The great entrepreneur described how McDonald's developed from a drive-in restaurant to a fast food empire all over the world.

Ray kroc, the founder of McDonald's, started out as a milkshake blender salesman.

Off to a bad start

He tried to travel around the drive-in restaurant and tried to sell his blender to the owner of the drive-in restaurant:

"Expand supply, demand will rise, demand will rise, you can continue to expand supply, that is, chickens or eggs first. I believe that a smart person like you will understand. "

But the owner of the drive-in restaurant didn't buy it, except for impatience and boredom.

At that time, the drive-in restaurant would sell some fast food such as fried chicken, hamburgers and milkshakes, but the meal time was extremely slow. Although the waitress wears pulleys, every chef is too busy, but there are still cases of wrong meals and overtime waiting.

Every motel is similar, and young people (delinquents) do nothing in twos and threes, waiting for their own food.

I went to a lot of drive-in restaurants, and none of the bosses wanted to pay for his blender.

Moreover, the situation in every drive-in restaurant is similar, the waiters are very busy and the waiting time is annoying.

For such a drive-in restaurant, it is almost impossible to add a blender.

Fortunately, Ray is an inspiring boy. Before going to bed in the hotel at night, he did not forget to drink chicken soup for himself. He is listening to a chicken blood lecture similar to Carnegie's:

"Persistence, nothing in the world can replace persistence;

Talent is not good, nothing is more common than a failed talented person;

Genius can't do it, and genius who can't reach his goal has long been a cliche;

Education will not, the world is full of highly educated fools;

Persistence and determination are both forces in the world, indicating that you will not be defeated by anything;

You can have inner peace, physical health and inexhaustible strength;

If you try these things every day, try to achieve these goals; The result will make you sit up and take notice;

Although this sounds like a magical concept, you need to create your own future;

The most important discovery of our generation is that mentality can change a person's life;

Emerson said that man will become what he wants to be every day. "

Ray who receives such brainwashing every day must be an ambitious and willing person.

The next day, he continued to visit his customers enthusiastically. Of course, he continued to be rejected by them again and again.

Small change

Well, after the initial preparation, the first small high tide will appear.

He called the female operator in his company to see if there was any good news.

There are many telephone messages, most of which are reminders and refunds.

Finally, there was an order that a motel in route 66 ordered six milkshake mixers.

Six? Are you kidding?

Ray must be like this inside.

Of course, on second thought, he must have booked it wrong.

In order to confirm the information, Ray immediately called the other party and wanted to know if they had placed this order.

You can hear the other party on the phone. Of course, every motel is busy.

Asked if there is a milkshake blender, the other party is concerned about when six will arrive.

Then, they said they would order eight sets!

Ray was even more surprised at this time. This drive-in restaurant must be unusual. He decided to visit it himself.

Amazing fast food restaurant

When he arrived at the scene, Ray found that this store was really different from other drive-in restaurants. There are young people waiting in twos and threes in front of other drive-in restaurants, but there are long queues at the door of this restaurant, including young people, children and mothers.

The waiter told him that he needed to get off and queue up to order.

After he joined the long queue, the lady in front kindly told him: Don't worry, the queue will be fast.

Sure enough, it wasn't long before it was Ray's turn to order. Ray ordered his favorite hamburgers and cokes.

After 30 seconds, the waiter put the food wrapped in paper bags in front of him and told him that his meal was ready.

?

Not sure, ray checked the order with the waiter again and found that it was indeed his order.

"But where can I eat?"

The waiter smiled and said, "In the car, in the park, anywhere you want to eat."

amzing~

Ray sat on the bench in front of the drive-in restaurant with his own food, watching the restaurant while eating.

There are mothers with children, young couples, and everyone is sitting on a nearby bench eating hamburgers and drinking coke.

It's simply wonderful ~

explore the secrets (of)

After Ray identified himself, the restaurant owners Dick and Mike showed Ray the operation process of the restaurant, which was simply a perfect food processing line, fast and standard.

Immediately, Lei said that he would have dinner with two bosses to learn their stories.

At dinner, Dick and Mike told the story of their restaurant, which is also a business secret.

1, reduce the variety of goods. In the process of opening a shop, they found that 75% of their income came from three most popular foods: hamburgers, French fries and milkshakes. Other foods increase meal time, but do not contribute much to income. If the quantity is large enough, it can also reduce the cost of goods after being simplified into three commodities.

2. Improve the feeding speed, from the original average feeding time of 30 minutes to 30 seconds. How is this done? First of all, the premise of this is to reduce the variety of goods. When it is determined that their restaurant only serves hamburgers, French fries and milkshakes, the food processing line can be optimized in a targeted manner. This is the highlight of the film. The two brothers boldly suspended the restaurant for half a month, and then simulated the food processing mode of their restaurant-McDonald's on a tennis court. They constantly optimize the position of each console and the operator's process until the whole process is as smooth and rapid as a musical performance.

3. Standardize the finished product standard of each food, such as two pickled cucumbers for each hamburger, how cooked the fried beef is and how deep the French fries are.

At this point, the film tells the secret of McDonald's success. McDonald's has three business secrets: fast, good and economical! Hundreds of times the speed, giving users a surprise. And it tastes good and the price is lower. It is hard for us to imagine who would refuse.

Then the next film will tell how McDonald's quickly developed from a drive-in restaurant to a restaurant empire that is popular all over the world.

Decisive entry

? The story of the McDonald brothers excited ray kroc. He immediately made a bold decision: franchising. Although the McDonald's brothers don't approve, they have tried to open several branches, but the effect is not good and the quality is not easy to control.

? But ray kroc was not discouraged. He is an ambitious man. He signed a thick contract with the McDonald brothers. All the contracts were drafted by McDonald's brothers. Ray kroc accepted them unconditionally. He just needs a franchise. He wants to copy such stores all over America.

Then ray kroc came home, mortgaged the house without telling his wife, and opened the first McDonald's branch, named McDonald's 1.

He is obsessed with the operation of new stores every day, constantly promoting the model of new stores and finding all kinds of talents to manage stores. Soon, in the first month, he opened three new stores, which surprised the McDonald's brothers, but they just thought it was Ray's temporary passion.

? Ray's progress is very smooth. He introduced husband and wife employees to various branches as store managers and waiters. The store manager is responsible for supervising every chef operator to ensure the food quality. Thereby solving the quality control problem. The wife is responsible for the reception service of external consumers and the sanitation of the public area of Maidang Store.

Such stable husband and wife employees not only set up the image of McDonald's serving the family, but also solved the quality control problems, hygiene problems and image problems before McDonald's branches, and the husband and wife employee model is relatively stable.

? Soon dozens of McDonald's branches opened in the west, and some people began to join actively. At this time, the situation has changed. From the active promotion of Lei, no one else actively asked Lei to join.

Crisis is also a business opportunity

However, there is something wrong with Ray's accounts. Although the new store has a lot of revenue, its operating costs are also high. Moreover, in the contract signed by Lei and McDonald's Brothers, 50% of the profits belong to McDonald's Brothers.

So the only profit can't satisfy the expanding new stores.

Ray called the McDonald's brothers and asked for a lower share, but the McDonald's brothers refused.

The bank mortgage was not paid for three months in a row, and the bank chased him to his house. His wife was very angry about it. For their property, Ray quietly made his own mortgage.

Ray went to the bank to talk to the salesman about his dissatisfaction:

Ray: I told you to call my company!

? Salesman: I called, but no one answered, and you haven't paid the loan for three months.

? Ray: My company is developing very well. I have nine branches now, and I will continue to add five soon.

? Salesman: You haven't paid the loan for three months.

? Ray left angrily. The so-called speaker has no intention, but the listener has a heart. Harry Sonneborn, a bank clerk nearby, took the initiative to find Ray and offered to help him solve the debt problem.

? Harry Sonneborn put forward the idea of changing McDonald's corporate structure into a real estate company. McDonald's owns the land and rents it out to people who want to join McDonald's, and then there will be more cash flow. At the same time, if the quality control of the joined McDonald's stores is not up to standard, the contract can also be terminated voluntarily, thus having more control over the franchisees.

Harry Thorne later became a financial adviser to McDonald's.

In this way, McDonald's triumphed all the way.

? The McDonald's brothers gradually feel that they can't control ray kroc. Later, ray kroc spent $2.7 million to buy out the whole McDonald's company from McDonald's Brothers, and the first McDonald's restaurant, McDonald's Brothers, was no longer allowed to be called McDonald's.

Photo comment

The whole movie is neither blowing nor black to ray kroc, and objectively describes the whole process of ray kroc's discovery of McDonald's, expansion of McDonald's and finally taking McDonald's as his own.

Another main line of the story is Ray craik's family. At first, Lake Lake was regarded as an extremely unreliable salesman. He sold paper cups, kitchen chairs, milkshake mixers and other unknown things, but they were not very successful. But his wife has been silently supporting him. Although she complains a lot, she still does her duty.

For example, at a club dinner, other couples, especially the husband, took a joking attitude towards ray kroc, but his wife stood up and supported him, which is why he opened three McDonald's stores in the first month. Two other stores were also successfully promoted at this dinner.

? In the process of McDonald's rapid expansion, Ray began to find himself changing his shape. At this time, his wife didn't know, and she was still helping him sell.

? At this time, Ray obviously fell in love with a partner's wife, Joan Smith, at a dinner party with his partner. They played the piano together and sang "windfall" together, which is also their coincidence, and later they came together.

? Later, with the continuous development of McDonald's, Ray and Joan Smith became close friends and talked on the phone late at night, just like every cheating husband.

? While buying out McDonald's, Ray filed for divorce and gave his ex-wife his house and car. Of course, these are nothing in ray's eyes at present.

? But he doesn't have any ex-wives in the company. As he said in the movie:

"Give her the shares of McDonald's, I don't want to kill me!"

? Of course, there is no doubt that he married Joan Smith, and it may be unacceptable to many moral people that they are still willing to grow old together.

? Of course, Joan Smith and ray kroc are the same kind of people. She has a good sense of business. She came up with a way to replace milkshake with milkshake powder, saving the cost of refrigerated milkshake, which is undoubtedly a pioneering work for McDonald's business empire.

At the same time, replacing milkshake with milkshake powder has not been recognized by McDonald's brothers, which is completely contrary to their concept of pursuing quality. In fact, it also coincides with the difference between McDonald's brothers and Ray.

Ray once said when arguing with the McDonald brothers about this matter:

"You don't have to make money yourself, please don't stop us from making money!"

? In the final dispute with McDonald's brothers because of buyout, Fang Lei made malicious remarks:

? "I can put a hose in my competitors' mouths after they fall into the water. Can you do it? "

? The McDonald brothers looked at each other and silently replied, "No, we can't!" " "

? From the whole film, the McDonald brothers are smarter and kinder. They created McDonald's fast food production line and completely changed fast food. They insisted on quality and were willing to sacrifice expansion for quality.

They didn't become the founders of McDonald's either. Maybe it has something to do with the chicken soup mentioned in the movie. "You are becoming what you want to be every day!"

Because in the concept of McDonald's brothers and sisters, this part of McDonald's empire has never existed.

Although ray kroc is full of controversy, he is not a good moral man. He abandoned his wife and squeezed out his partner. In order to make money, he can give up his quality and use milkshake powder instead of milkshake. But there is no doubt that Ray is definitely an ambitious man. After seeing McDonald's, he quickly decided to join and decisively mortgaged the house. He has an idea to plant golden arches all over America. He is looking for talents everywhere, just for the cause of McDonald's.

The whole movie, as chicken soup said: the stage is as big as a dream!

? You are becoming what you want to be every day!