Arch slogan of Shaanxi automobile sales tour exhibition

Company Type: Listed Company (new york Stock Exchange)

Now the slogan is: I love it!

Established on: 1954

Headquartered in Oakbrook, Illinois, USA.

Important people:

Founder ray kroc.

Andrew McKenna, non-executive chairman of the board of directors

Jim Skinner, Vice Chairman and CEO of the Board of Directors.

President Michael roberts and Chief Operating Officer.

Industry: catering industry

Number of employees: 465,438+08,000.

Main products: chain fast food, dessert, children's wear, etc.

Revenue: $654.38 billion+$500 million (2006)

Official website:

[Edit this paragraph] Introduction of McDonald's Company

McDonald's is the largest fast food chain in the world. This is a chain fast food restaurant which mainly sells hamburgers. It was founded by McDonald's Brothers and ray kroc in the United States in the 1950s. Globally, McDonald's restaurants are located in six continents 100 countries. McDonald's has become the most valuable brand in the global catering industry. In many countries, McDonald's represents an American lifestyle.

McDonald's Happy Paradise Meal provides free toys, such as dolls in Disney movies, which is very attractive to minors.

Because the fast food culture it represents is accused of having an impact on public health, such as obesity caused by high calories and lack of adequate balanced nutrition, many people attack it as "junk food". In France, many people who are proud of food culture don't like McDonald's and classify McDonald's as the representative of American lifestyle invasion.

[Edit this paragraph] Company profile

The most famous McDonald's brand of McDonald's in Israel has more than 3 1000 fast food restaurants, which are distributed in 12 1 countries and regions around the world. McDonald's around the world make appropriate adjustments according to local tastes. In addition, McDonald's now controls other catering brands, such as Aroma Cafe, Boston Market, Chipotle Tacos, Donatos Pizza and Pret a Manger.

In 200 1 year, McDonald's company's total revenue reached148.7 billion dollars, and its net profit was 164 billion dollars.

Most McDonald's fast food restaurants provide English translation of counters and drive-ins, which means you can get to the restaurant without getting off the bus. Customers can drive to order food at the door, then bypass the restaurant and pick up the meal at the exit. ) Two ways of service, providing indoor meals and sometimes outdoor seats.

Drive-in restaurants usually have several independent sites: parking, checkout and meal pickup, and usually the latter two sites will be merged.

(It is reported that because the minimum wage of employees in North Dakota is obviously lower than that in Oregon and Washington, McDonald's plans to try to set up a telephone service center in Fargo, North Dakota in early 2005 to accept and handle drive-through telephone orders from Oregon and Washington to alleviate this phenomenon. )

In some areas, there will be McDrive on both sides of the main road, which is an avenue without counters and seats for drivers to entertain at night. This avenue often appears in downtown areas with high population density. It is a simplified drive-in restaurant.

Some special theme restaurants still exist, such as the rock McDonald's theme restaurant in the 1950s, and some carefully selected McDonald's restaurants, which are located in large indoor or outdoor playgrounds in suburbs and some cities. They are called McDonald's Playground. This type of restaurant first appeared in the United States in the 1970s and 1980s, but it appeared later in the world: for example, most parts of Canada did not appear until the mid-1990s.

McDonald's Company devotes part of its turnover to charity every year. After the death of founder ray kroc, he set up Uncle McDonald's Charity Fund with all his property.

Because McDonald's regularly sells carbonated drinks provided by Coca-Cola Company, McDonald's has actually formed a strategic alliance with Coca-Cola.

[Edit this paragraph] The food provided by McDonald's

Spicy beef roll (new product)

Roast chicken roll (new product)

Hamburger beef patties

Single cheeseburger

Double cheeseburger

A cheeseburger/double cheeseburger.

Jiangjun hamburger

Big Mac

Zu Baliang

Maixiang chicken

Braised chicken leg hamburger (original/spicy)

Spicy chicken wings

Spicy chicken wings

fillet

Yu liubao

Danxiang Niu Bao

Pork tenderloin burger/Maixiang pork tenderloin burger

Spicy special grade ban roast chicken tuibao

Mai Liu Xiangzhu Dan muffin

Wheat-flavored pork fillet muffin

Bacon egg muffin

Re Tian cake

A hearty breakfast in the morning

Triangle treasure (roast beef/black pepper chicken leg)

Shu Xian Zuzun Niu Bao

Sweet corn cup

Crispy chicken rolls with wheat sauce

French fries

Twisted strip steel

Mcnugget chicken (chicken nuggets)

Carbonated drinks (Coke/Fanta/Sprite)

orange juice

Coffee, black tea, hot chocolate

Super smooth coffee (replaced the original coffee after March 28, 2007)

Super strong milk tea

Milk shake (Winnipeg, chocolate, strawberry)

Xindi (chocolate, strawberry, pineapple, mocha)

Crispy cone

Mai xuanfeng

Pie (apple pie/millet pie/taro pie/banana pie/pineapple pie/mung bean pie/red bean pie/pastoral pie/coconut pie)

Vegetable Salad

(Some of the above foods are regional promotional products and some are short-term promotional products. )

Packaging type:

Value package: main meal+French fries+drinks

Happy Paradise Meal: main meal+side dishes+drinks+free toys.

[Edit this paragraph] McDonald's management

Clear business philosophy and standardized management

The golden rule of McDonald's is that customers come first, and customers always come first. The highest standards for providing services are quality, service, cleanliness and value, which is the QSC V principle. 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 made, it is discarded and not sold after a certain time limit (hamburger time limit is 10 minute, and French fries time limit is 7 minutes); 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 anytime and anywhere. Service refers to providing warm, thoughtful and fast service according to the principle of care, care and love. Cleanliness means that McDonald's has set clean work standards that must be strictly observed. Value stands for value, which is the standard added later (initially only Q, S and C), and V is added to further convey McDonald's concept of "providing customers with more valuable and high-quality products". It can also be said that QSC&V principle not only embodies McDonald's business philosophy, but also becomes the code of conduct for all McDonald's restaurant employees because of its detailed and strict quantitative standards. This is an important part of McDonald's standardized management.

Strict inspection and supervision system

In order to make all franchisees achieve satisfactory service and standardization for consumers, McDonald's has also established a strict inspection and supervision system in addition to the above concepts and norms. There are three inspection systems in McDonald's system: one is the routine monthly evaluation, the other is the inspection of the company headquarters, and the third is the spot check (once a year in the selected branch). The unified inspection form of the company headquarters mainly includes food production inspection form, counter work inspection form, comprehensive operation evaluation form and monthly routine inspection form; The sampling materials of the company headquarters include branch accounts, bank accounts, monthly statements, cash warehouses and important files. The details are different. The annual inspection of each branch is generally presided over by the regional supervisor, mainly to check cash, inventory and personnel. As an ordinary customer, the district supervisor often checks the freshness, temperature and taste of food, whether the floor, ceiling, walls, tables and chairs are clean and hygienic, and the attitude and speed of the counter attendant in serving customers.

A complete training system

McDonald's attaches great importance to employee training and has established a relatively complete training system. This provides a reliable guarantee for franchisees to successfully operate McDonald's restaurants and shape the unified image of McDonald's brands. The training system of McDonald's is a combination of on-the-job training and off-the-job training. Off-the-job training is mainly completed by Hamburg University in Chicago. Hamburg University is the base for training branch managers and important employees. Four managers of the first McDonald's restaurant in China, which opened in Beijing from 65438 to 0992, graduated from Hamburg University. The University of Hamburg offers two training courses. One is the Basic Operation Lecture Course (BOC), which aims to educate students on the methods of manufacturing products, production and quality management, and marketing management. Operation and data management and profit management; The other is the Advanced Operation Workshop (AOC), which is mainly used to train senior managers. Its contents include QSC and V research, methods to improve profits, real estate, law, financial analysis and interpersonal relationships. At present, training in Asia is completed at the University of Hamburg, Australia.

Joint advertising fund system

Setting up advertising fund is an important marketing strategy of McDonald's. Because most franchisees only have one or several stores, it is impossible to bear most of the advertising expenses. Together, we can raise a relatively rich advertising fund. In order to enable McDonald's to advertise on a larger scale, McDonald's headquarters decided to establish a joint advertising fund system at 1966 and set up a joint advertising fund for McDonald's national franchisees. The fund comes from franchisees and McDonald's direct stores participating in the program, and its quota accounts for about 3%-4% of the total annual turnover. In addition to the advertising department of the head office, McDonald's has several advertising funds all over the United States. In this way, the advertising funds for brand promotion are sufficient. Operators can use this huge sum of money to make strong and powerful advertisements.

In the process of promoting McDonald's brand, we should adhere to the principle of combining unified advertising with regional advertising. In other words, different regions and different advertising funds can implement different ideas when promoting the same brand. In other words, each region makes different advertising designs to promote the same hamburger according to its own regional promotion priorities, local values and consumption habits. This is also the uniqueness of McDonald's franchise system.

Real estate management strategy based on lease

The income of McDonald's company mainly comes from real estate business income, service fees charged from franchise stores and the surplus of direct stores. Because franchisees usually don't have enough funds to pay the land cost of $30,000 and the construction cost of $40,000, they usually can't get loans. McDonald's Company is responsible for finding suitable store addresses on behalf of franchisees, renting or buying land and houses for a long time, and then renting stores to franchisees to obtain the price difference. This is the main source of income for McDonald's company. Its essence is that McDonald's real estate company (a company established for the implementation of real estate strategy) buys real estate with the money of each franchise store, and then rents it out to the franchise store that pays for it. This real estate management strategy actually transferred the rights of the first creditor to McDonald's real estate company, making it eligible to obtain loans from banks. This not only solved the financial difficulties for franchisees to open stores, but also increased the income of McDonald's company. At the same time, by controlling real estate, it is more conducive to McDonald's strengthening the management of franchisees. Data show that by the mid-1980s, 60% of McDonald's restaurants were owned by McDonald's headquarters, and the other 40% were rented by the headquarters to local real estate owners. Therefore, real estate income has become the main income of McDonald's. 1/3 of McDonald's income comes from direct stores, and the rest comes from franchise stores, among which real estate income accounts for 90% of this income.

A mutually restrictive cooperative relationship, * * * honor and * * *

McDonald's is very successful in dealing with the relationship between headquarters and branches, which has three main characteristics:

First of all, 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 will 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 mutually restrictive and cooperative. This cooperative relationship between * * * and * * creates conditions for franchisees to display their magical powers, and makes franchisees' marketing strategies emerge one after another, which has made great contributions to the promotion of McDonald's brand value. For example, Uncle McDonald, who is popular all over the world, was founded 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 made greater development.

[Edit this paragraph] The development of McDonald's in China

With the development of China's economy, McDonald's market in China has also expanded rapidly. At present, 670 McDonald's restaurants are located in 108 administrative districts of 25 provinces and cities in China. We attach great importance to the China market, and will continue to expand our chain restaurants on the basis of obtaining the maximum return on investment. At present, there are more than 50,000 employees, 99.97% of whom are China employees. Our supplier system in China also has more than 65.438+500,000 employees, with a total investment of 500 million US dollars.

● 1990, McDonald's opened its first restaurant in China in Shenzhen.

●1992 In April, Beijing Wangfujing McDonald's Restaurant opened, becoming the largest McDonald's restaurant in the world.

● When McDonald's first restaurant opened in Guangzhou, it created the highest sales record in McDonald's history.

When Nanjing Confucius Temple Restaurant opened, it created the highest average consumption per transaction in McDonald's history.

● In August 2003, McDonald's first launched its franchise business in Tianjin.

social responsibility

Giving back to society is an important management principle of McDonald's. We encourage employees to participate in McDonald's charity activities by using working hours and equipment. Examples of McDonald's social responsibility include:

● Children's education-World Children's Day supports the education of poor children by donating money to charity; Uncle McDonald teaches children English and so on.

● Sports-advocate an active lifestyle and encourage our customers to support charity marathon, Olympic Day long-distance running, school sports meeting donation and uncle McDonald's extracurricular activities.

environmental protection

For the sake of the next generation, McDonald's thinks it is its responsibility to protect the environment. McDonald's environmental protection activities include:

● Community Cleaning Day: We encourage customers and branch employees to participate in community cleaning activities.

● Tree planting activities

● Recycling of used batteries and newspapers.

● Follow animal welfare and avoid destroying forests.

● Suppliers cooperating with McDonald's should strive for the lowest rejection rate and the highest energy efficiency ratio.

● 10% of the waste will be made into animal feed and other by-products through local treatment plants.

● Use CFC-free cooling systems, packaging and other restaurant equipment.

Personnel commitment

McDonald's China employs local staff whenever possible. In fact, 99.7% of the 50,000 employees in China are employed locally. We also employ disabled people to help them reintegrate into society and make contributions to society.

In addition to giving employees reasonable and fair salaries, McDonald's will also provide comprehensive training to ensure that McDonald's follows the business philosophy of "quality, service, cleanliness and value for money". Our employees are committed to realizing the brand mission of McDonald's, that is, to make McDonald's restaurant a favorite dining place and way for customers.

[Edit this paragraph] Criticism of McDonald's

McDonald's is the largest fast food chain in the world and one of the most criticized companies. Criticism and accusations against McDonald's include: squeezing workers with low wages: In Hong Kong, Legislative Councillor Lee Cheuk-yan and other pressure groups concerned about labor rights demonstrated in the streets, claiming that the hourly wage of McDonald's is the lowest in Hong Kong (HK/US.9, and the hourly wage of some branches is as low as 9 yuan dollars), and treating them as "slaves" in the name of providing job opportunities for the disabled, the elderly and the weak, which should be renamed as "McDonald's slaves". In Taiwan Province Province, it was criticized by labor movement groups for exploiting students who work part-time and study part-time (the hourly salary is less than NT$ 2 in 70 yuan). In Chinese mainland, Hong Kong media even reported that the hourly wage of McDonald's in China is as low as 65,438 yuan+RMB in 0.5 yuan, while that of Malaysian McDonald's is only RM3 (equivalent to 0.86 US dollars), and the hourly wage of students who work and study is even lower!

Selling unhealthy food: Many foods in McDonald's fast food are high in fat or calories, and there is no food suitable for vegetarians. In 2005, an American organization accused the French fries provided by McDonald's of causing cancer. Another survey pointed out that these fast foods not only lack the nutrition needed by ordinary people, but also lead to obesity. Hormones in meat may also make men grow female breasts.

Manufacturing packaging waste: Although McDonald's in Hong Kong has switched to recyclable paper and used thinner packaging materials as far as possible, this issue has never been taken seriously by local management in other parts of the world.

Environmental damage caused by agricultural production and industrial food processing.

In Britain, Helen Steele and Dave Morris criticized McDonald's and were accused of libel. McDonald's hired a professional lawyer, and the lawsuit lasted for two and a half years. In the end, although McDonald's won the lawsuit, the lawsuit also damaged the image of McDonald's. The judge who heard the case admitted that some of the remarks made by the two defendants criticizing McDonald's were true.

Some people also criticized the way McDonald's protected its image and copyright. In Scotland, a small restaurant owned by a family for a hundred years was accused of infringing the trademark of McDonald's. In another case, McDonald's banned the original creator of Uncle McDonald from performing in the image of Uncle McDonald.

In another case, McDonald's accused British Chinese of opening a China restaurant named "Magina" and infringing their trademarks. In the end, McDonald's lost the case, and the judge accused McDonald's of trying to seize the right to use all advertising languages that began with "Mc".

In 2003, Morgan Spurlock filmed a documentary about McDonald's. The title of this film is "Super Size Me" (literal translation: give me the largest size; Taiwan Province Province translated it as "Wheat Fat Report", and Hong Kong translated it as "The Mystery of Being Healthy Without Losing Weight"). In the film, Spock suggests that McDonald's food is one of the culprits that lead to the overweight of the American people.

Later, McDonald's changed the menu, canceled the extra-large food and replaced it with healthier food. The menu changes occurred after the film was released at the film festival and before it was officially released in the cinema.

This enterprise brand ranks fifth among the top 500 brands in the world in 2006 compiled by the World Brand Lab. This enterprise ranked 329th in the Fortune Global 500 in 2007.

198 1 year, when McDonald's chain store opened in Manila, almost everyone believed that the international fast food overlord would soon spread its golden arches all over the streets of the Philippines, and the happy bees with the same positioning as McDonald's would definitely die. But now more than 20 years later, Happy Bee has expanded to 420 stores in the Philippines, with more than 40,000 employees, accounting for 65% of the Philippine fast food market. According to the high-level introduction of Happy Bee, providing food suitable for Filipinos' tastes is one of the reasons for success.

A country with a population of less than 1 100 million and the best Filipino maids in the world has successfully left behind the world's largest catering giant, while in France, the sales of sandwiches are more than ten times that of French fries and hamburgers. What should we do to beat McDonald's in China? Where are the market opportunities?

Why McDonald's?

What is the core product of McDonald's? Hamburger, coke and French fries. Do customers really like these foods? 90% of people under the age of 16 said they liked it, but for people over the age of 16, their love rate gradually declined with age. Including many individual business travelers, fashionistas, friends gatherings, etc. I went to McDonald's not because I like it, but because I feel "sanitary and convenient".

"Children's Paradise" has firmly grasped young customers, and "hygiene and convenience" have made many temporary customers flock to it. In fact, McDonald's is not buying products, but selling environment and experience. From the earliest tempting marketing of "Birthday for Children" to today's "I like it", including "McDonald's is not just a restaurant" or "24-hour store", which fast food enterprise in China can compete with McDonald's?

First of all, we look at Yonghe (Yonghe Soymilk and Yonghe Dawang are not the same company, so for the convenience of research, we call it Yonghe Model), which mainly sells fried dough sticks, soy milk and steamed bread. First of all, products give customers different feelings. In the United States, fried chicken, cola and French fries are all junk products and have no sense of value. However, due to the blind worship of China people when foreign enterprises and products enter China, and the price is much higher than that of cakes and fried dough sticks, the image of high-end places has been established in people's minds. In many works in the early 1990s, many white-collar workers were proud to go to McDonald's. Although this seems to be a joke today, in the era when there was no network interaction, consumption was basically influenced by advertisements and the environment, but McDonald's "fashion and hygiene" was widely recognized by the society.

Yonghe model has also achieved some success, but there is still a big gap compared with McDonald's. The first is the choice of products, which is facing great competition. The convenience, price and most products of street stalls are not convenient to take out. The case of red sorghum challenging McDonald's is profound enough: a product "can't jump out of the bowl and take it away from the store" and it takes a relatively long time to consume. The huge store cost makes the red sorghum in the early stage of entrepreneurship overwhelmed and lacks standardized management, making it difficult to gain an advantage in the fierce competition.

Around 2000, due to the huge business opportunities in China catering market, a large number of enterprises appeared in China, which were tied with McDonald's and KFC. Such as "Mackenzie Chicken", "Maham Chicken" and "Kenle Chicken", but without exception, they all retreated outside the secondary market and even became "fried chicken legs" at the entrance of the farmer's market for five yuan. Sadly, we have to admit that the success of McDonald's is still due to the standardization of management, the standardization of product quality and the strong ability to expand capital advantages.

Who can challenge McDonald's?

So which companies are promising to challenge McDonald's?

First of all, products should conform to the consumption habits of the public and have long-term fixed consumer groups. For example, the relatively standardized "Good Glen" has been made in China. The product advantages of combining Chinese and western styles are in line with the catering structure of children, teenagers and fashion groups, and they all have the foundation to challenge McDonald's.

Unfortunately, the price of Haolunge has no advantage compared with McDonald's, and because of the self-service catering mode, the cost per square meter per day is relatively high, which is easy for competitors to take advantage of (for example, competitors occupy space during the promotion period, occupying time and dining seats brings inconvenience to enterprises, etc.). ), resulting in a certain cost waste, and it is difficult to carry out strong expansion. Moreover, due to the variety of products and low profit rate, the price of products is often affected by raw materials, which brings certain psychological price imbalance to customers. Don't underestimate the difference of a few dollars. If you see coupons distributed or printed in the pockets of teenagers and twenties, you will know how much they care about those dollars. It's not that TAs don't have money, mp3TA don't care about spending tens or hundreds more on clothes, but as long as they can save a few dollars, they will always save. Enterprises should remember that sometimes ta only cares about this feeling of saving money, so the promotion strategy should also study customer psychology. According to the author's understanding of the catering market, if the price of Hao Lunge can be reduced below that of 30 yuan, and the average meal time per table is 60 minutes, Hao Lunge still hopes to challenge McDonald's.

The first McDonald's restaurant in China.

McDonald's Restaurant, located in the bustling East Gate of Shenzhen, is the first McDonald's restaurant in Chinese mainland. It opened on 199018 October.