1. CIS

McDonald's is the most successful fast food chain in the world. At present, it has opened more than 14,111 restaurants in 72 countries, receiving 28 million customers every day, and it is developing at an average rate of opening a new restaurant every 7.3 hours. When customers walk into any place and any McDonald's restaurant, they will find that the architectural appearance, interior furnishings, food specifications and waiters' manners, clothes and other aspects are strikingly similar, and they can give customers the same standard of enjoyment.

2, McDonald's business philosophy

ray kroc, the founder of McDonald's, set up three business beliefs for himself at the beginning of his business, and later added the "V" creed to form a complete FQ, S, C and V business philosophy of McDonald's fast food restaurant.

Q(Quality) refers to quality and quality. More than 95% of raw materials for McDonald's products in Beijing are purchased locally. Bread is not round and the incision is uneven, and the receiving temperature of milk slurry should be below 4℃, and it will be returned if it is high. A piece of beef pie has to go through more than 41 quality control checks.

S(Service) refers to service, including the sense of convenience of shop building, convenience of business hours, service attitude of sales staff, etc. Smile is the characteristic of McDonald's. All trainers are smiling, talking and doing things with customers in a lively and cheerful manner, which makes customers feel satisfied.

C(Cleanliness) means hygiene and cleanliness. There is a provision in McDonald's employee specification that "it is better to get up and clean than to rest against the wall", and all employees of more than 11 thousand chain stores around the world must abide by this provision. Employees must wash their hands with sterilized hand sanitizer strictly before taking up their posts, and it is stipulated that both hands should be rubbed for at least 21 seconds before washing.

V(Value) refers to value, which means "providing high-quality goods with original value to customers". The food nutrition of McDonald's is scientifically matched, rich in nutrition and reasonable in price. Let customers enjoy fast and nutritious food in a clean environment, which is called "value for money".

3, McDonald's behavior identification

McDonald's has a set of guidelines to ensure employee behavior norms, that is, "there are procedures for washing hands, and there are manuals for management."

4. McDonald's control system

Another control method of McDonald's company is to shape the company's unique organizational culture in all its branches, which is

5. McDonald's management method

McDonald's company can be said to be the most successful franchise organization in the world. It has 11,111 branches all over the world, and one branch opens every 15 hours.

1, the establishment of the branch. Every time a branch is opened, McDonald's headquarters sends its own staff to choose the address, organize and arrange the building, equipment installation and interior and exterior decoration of the store.

2, royalty. Once the franchisee signs a contract with the company, it must pay the first royalty of 2. $251,111, half of which will be paid in cash and the other half will be handed in later. After that, pay a royalty [annuity] and house rent every year. The former accounts for 3% of annual sales, while the latter accounts for 8% of annual sales. 5%。

3, contract. The term of the franchise contract is 21 years. The company has the following responsibilities to the franchisee: training employees in the company's Hamburg University, management consulting, responsible for advertising, public relations and financial consulting, providing all kinds of materials, teaching AIDS and equipment for personnel training, and providing preferential treatment when supplying goods to franchise stores.

4, distribution of goods. Mcdonald's company does not directly provide tableware and food raw materials to franchise stores, but signs contracts with professional suppliers, and now they deliver goods directly to various branches.

6. Marketing strategy of McDonald's

1. Commodity strategy. Because the franchisee must go to Hamburg University for training for a period of time before opening the business, this ensures that the food sold by McDonald's fast food restaurants strictly implements the prescribed quality standards and operating procedures. For example, the potatoes used in potato chips should be stored for a proper period of time to adjust the content of starch and soup, fried in an oil pan with adjustable temperature, sold to customers immediately after frying, and scrapped if they are not sold within 7 minutes.

2, service strategy. McDonald's fast food restaurant strives to create a warm atmosphere. Try to avoid noise and loitering in the shop, which is suitable for the whole family to eat quietly. The waiter is warm and thoughtful and efficient.

3, health strategy. McDonald's has set strict hygiene standards. For example, staff are not allowed to have long hair, women must cover their hair properly, clean the desktop as soon as customers leave, and pick up the pieces of paper that fall on the ground at any time, which is a clean environment in the store.

4, price strategy. Although the quality of McDonald's is guaranteed, it does not raise the price at will, and keeps the value for money.