Management concept of McDonald's

The golden rule of McDonald's is "customer first, always customer first". The highest standards for providing services are quality, service, cleanliness and value, that is, QSC &；; Five principles. This is an important principle that best reflects the characteristics of McDonald's. Quality means that McDonald's has set extremely strict standards to ensure food quality. For example, beef food has to go through more than 40 quality inspections; After the food is prepared, it will be discarded after a certain period of time (20-30 minutes for hamburgers and 7 minutes for French fries). It is stipulated that patties must be mixed with 83% shoulder meat and 17% pork belly. Strict standards enable customers to taste McDonald's food of the same quality at any time and any place. Service refers to providing warm, thoughtful and fast service according to the principle of care, love and care. Cleanliness means that McDonald's has set clean work standards that must be strictly observed. Value stands for value, which was added later (originally only Q, S and C), and V was added to further convey McDonald's concept of "providing customers with more valuable and high quality". In other words, QSC &；; V principle not only embodies McDonald's business philosophy, but also becomes the code of conduct for all McDonald's restaurant employees because these principles have detailed and strict quantitative standards. This is an important part of McDonald's standardized management. McDonald's is very successful in dealing with the relationship between headquarters and branches, which has three main characteristics:

First, the first royalty and annuity charged by McDonald's are very low, which reduces the burden on the branches;

Second, the headquarters always adheres to the principle of profit-making, and directly transfers the preferential treatment obtained in procurement to franchise stores;

Thirdly, McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchisees make major profits by forcibly selling products, which can easily lead to conflicts between headquarters and branches).

The sincerity of McDonald's has won the loyalty of franchisees and suppliers, and the relationship between McDonald's and franchisees and suppliers is mutual restraint and cooperation. This cooperative relationship between * * * and * * has created conditions for franchisees to display their magical powers, and made franchisees' marketing strategies emerge one after another, making great contributions to the promotion of McDonald's brand value. For example, Uncle McDonald, who is popular all over the world, was jointly created by a successful franchisee and an advertising company, and the joint advertising foundation model was also founded by McDonald's franchisee (1996) and adopted by the head office. In addition, the franchisee's reasonable suggestions to the head office have also formed a driving force, promoted the reform of McDonald's company, enhanced the market competitiveness of the "McDonald's" brand, and McDonald's company has also achieved greater development.