Corporate culture refers to a series of norms and values shared by all members of an enterprise. Culture is a whole concept. It can be understood as a collection of the same values and norms, giving members a belief and providing them with the organization's code of conduct. Many people have evaluated the success of McDonald's from different angles, including its excellent marketing strategy, successful real estate investment, scientific research and development strategy. Although these are all facts, it must be emphasized that it is the employees who serve customers in the front line who really promote the development of the enterprise. Because a good service strategy must consider consumers, but it is the waiter who really serves consumers and makes them satisfied. The only secret to make customers happy and keep buying is to satisfy customers. For McDonald's, although there are more than 20,000 in the world, the most basic operating concepts Q, S, C and V will never change. Its content is:
Q (quality)-excellent quality, rigorous operation and pursuit of perfection;
S (service)-good service, customers are always God;
C (clean)-neat and clean;
V (Value)-Value for money, only earn what you deserve.
Based on the concepts of Q, S, C and V, 25,000 technical softwares have been developed. The contents include: customer reception, seasoning methods, procurement, sales, pastry operation, interest management, etc. Every business department is considered very thoughtful and comprehensive.
The employment mode of McDonald's company is that part-time jobs account for a large proportion. For example, the proportion of temporary workers in McDonald's employees in Japan is above 95%. Using amateur temporary staff, ordinary enterprises can save money, but daily service, quality management, environmental cleaning and so on. , will be insufficient, the only solution is training. The above 25,000 softwares are all the contents of McDonald's training. Because these 25,000 softwares embody the Q, S, C and V concepts of McDonald's corporate culture, the training process from operation skills to customer service reflects the spreading process of corporate culture for everyone at McDonald's.
(2) McDonald's Company is a "learning enterprise"-learning runs through American Fortune magazine. In the 1990s, successful enterprises were "learning enterprises". The so-called "learning enterprise" refers to transforming the organization of the enterprise itself through continuous learning, which is produced in the interaction of individuals, groups, organizations or organizations. He emphasizes lifelong learning, full-time learning, whole-process learning and group learning to enhance the competitiveness of enterprises through learning, and McDonald's is exactly this type of enterprise. McDonald's not only established the University of Hamburg in its headquarters, but also established the University of Hamburg in Australia, Japan and other countries.
McDonald's head office has a rule that all employees should not only receive pre-job training, but also regularly "return to the furnace" for further study and receive several retraining in their future fast food careers. This is especially true for McDonald's white-collar workers. Catering managers should be trained for at least 2000 hours, so the long-term training task is not completed at one time, but realized by studying at Hamburg University.
McDonald's encourages people to keep learning and improving. Its IQ is weak, but it is more interested in perseverance, courage and hard work; Abandon mediocrity, and do not allow inertia, pride and servility. It provides employees with more opportunities for on-the-job and off-the-job study, which is also one of the important factors for McDonald's company to achieve sustainable development in the world after years of operation. Whether it is on-the-job training or off-the-job training, the main contents of McDonald's company training are reflected in four aspects: professional ethics, professional knowledge, ability training and operational skills training. McDonald's is very strict with employees' professional ethics. In McDonald's view, service is to try to get close to customers, shorten the distance with customers as much as possible, and effectively meet and predict customers' needs. "Fast, friendly and reliable service" has become the basic symbol of McDonald's companies around the world, one of the highest goals of McDonald's company's daily operation and management, and also a favorable guarantee for its pursuit of satisfying 100% customers.
For example, the beauty of language, McDonald's company has some views on this. It believes that the most important thing of fast food service is to provide customers with high-quality counter service politely and efficiently. Counter service is the focus of promotion, and polite language is the core part of promotion. Therefore, McDonald's company often carries out large-scale intensive training for on-the-job personnel, requiring them to use standardized language for on-the-job service. For example, it is stipulated that counter attendants should always speak the so-called "charming language" and always pay attention to their own language beauty during the five stages of receiving customers.
In terms of professional knowledge training, people engaged in different positions are trained in relevant professional knowledge. For example, Hamburg University offers two courses, one is BOC and the other is AOC. BOC is the abbreviation of BasicOperationCourse, and AOC is the abbreviation of AdvancedOperationCourse. The goal of Bank of China is to educate the general manager in production methods, production and quality management, sales management, homework and data management, and learn basic knowledge such as "competition", "cash management" and "management decision-making technology". After two weeks of study, the students got their bachelor's degrees in Hamburg. AOC, on the other hand, focuses on cultivating higher-level management talents, which also lasts for two weeks. The main contents include: raw materials, equipment maintenance, restaurant management, personnel relations, service management, financial analysis, methods to improve profits and other necessary knowledge points. After completing their studies, students will obtain a master's degree in Hamburg. Training involves many people, and usually 2500 students come to the training every year. For example, the University of Hamburg Guide points out: "Most companies only need to hold degrees from famous universities such as Harvard University, Stanford University or Massachusetts Institute of Technology. But at McDonald's, you must complete the course of Hamburg University to prove that you have enough management qualifications. " The curriculum of Hamburg University is often adjusted according to the economic, political and social development at home and abroad. As Brickruz said when he was the principal, "We are trying to improve the quality of managers and let them know more than hamburgers."
In the early 1970s, in view of the rapid expansion of McDonald's employees and the complex composition of all kinds of personnel, Hamburg University added a new course-"Employees and Self" in time, and organized students in the teaching process, focusing on two new subjects called "motivation" and "communication". The course "Employees and Self" belongs to the category of behavioral science in essence, and its core content is that enterprises must establish a good self-image and infect and influence employees with firm self-confidence, so as to lead employees to strive for profits for enterprises. From this point of view, the University of Hamburg always tells managers and students who go back to the furnace for further study that their success mainly depends on how to treat young employees in chain stores. When guiding this group of people, we should first have a positive self-image and think of ourselves as a very special person, because they work in a very successful company, which ranks first in the world in hamburger sales in all aspects.