In front of McDonald's and Yonghe Soymilk, two adjacent catering companies in Zhongnan Road, the scene is quite different. The door of McDonald's is crowded, and the queue waiting for dinner is long; At the entrance of Yonghe Soymilk, it is "the door is cold and the horses and horses are sparse". Is there such a big contrast between Chinese and western fast food restaurants in the same location? After investigation, I summed up the following points:

1. Publicity is in place.

McDonald's attaches great importance to advertising. We can often see its food advertisements on TV and newspapers. The advertisements are novel, interesting, colorful, attractive and unforgettable. Yonghe Soymilk, however, holds the traditional concept of "the fragrance of wine is not afraid of the depth of the alley", and wants to break into the world by its own old brand, rarely advertising, and even less has its own product image.

second, there are many preferential policies.

every child who goes to McDonald's can get a free gift, sometimes a small watch, sometimes a small toy, and sometimes a small headdress. These small gifts don't cost much, but they are especially popular with children. I asked 11 children in the survey. If you want to eat, will you go to McDonald's or Yonghe Soymilk Restaurant? They all answered "McDonald's" because there were gifts there. Parents who like Chinese food have to follow them to McDonald's for their children. Yonghe soybean milk lacks such promotion means.

McDonald's offers discounts not only for children, but also for adults. McDonald's will launch an economical package every once in a while. In February, the "Black Pepper Beef Burger" set meal was just launched, and in March, the "Spicy Chicken Leg" set meal was launched. The original value of food in 21 yuan was reduced to 15 yuan, and coupons were given when leaving. The great charm of these profit-making policies attracts people to patronize frequently.

3. Good service.

McDonald's restaurant has special seats for infants, so parents don't have to worry about their children wrestling when eating. Children can play freely in the restaurant playground after dinner. Pipes, napkins and ketchup can be obtained free of charge according to your own needs. And the napkins in Yonghe Soymilk Hall are for customers to buy themselves.

fourth, originality.

McDonald's always changes its food categories, preferential policies and gifts as quickly as possible, and innovation is its business strategy. Today, the spicy chicken wings were just launched, and tomorrow they will be replaced with boneless chicken fillets; Yesterday, the gift was a clever and lovely elf, and today, it is a naive Donald Duck ... This makes children and young people who seek novelty and change always step into McDonald's restaurant with freshness.

Jiang Zemin said: "Innovation is the soul of a nation." I realized through investigation that innovation is also the soul of an enterprise.

5. Some suggestions for Yonghe Soymilk Restaurant.

(1) set up a professional team of business planning and constantly renovate their own business methods. There is a popular saying in business today-whoever catches the child will catch the customer. Primary and middle school students like us like to do everything fresh. New packaging, new gifts, new tastes and new brands are very attractive, and traditional things are hard to attract our small customers.

(2) Do a good job in product promotion and establish your own brand image. This is an unavoidable expense. The company should not lose the sesame seeds and lose the watermelon because of the small loss.

(3) Serve home, think of customers everywhere and make customers feel at home. For example, prepare soap and towels by the sink; Customers should pack, and the store should have convenient boxes and so on.

As China people, we have a special feeling for domestic products, and we always want the best things from China. We wish Yonghe Soymilk better and better, surpass McDonald's, go abroad and win the world!