I. "QSCV" and "CHAMPS"
Mcdonald's
quality first
S: excellent service
Clean and safe.
V: it's worth it.
KFC
C: the environment is neat and elegant
H: The reception was sincere and friendly.
A: The supply is accurate.
M: Excellent and uniform equipment.
P: The products are of high quality and good stability.
S: The service is fast and fast.
Two. Counter service standardization and seven steps of service
Mcdonald's
Standardized counter service
59 seconds quick service
Concept of "thin layer chromatography"
"Registered Trademark"-Smile
KFC
Seven-step service
Mystery client system
The service is upgraded again
Special topic: quality control of catering service
Three. Global unified taste, localized research and development
Mcdonald's
"There is only one flavor"
standardized products
"Manager personally checks" system
Carry out "scrapping"
KFC
Localization formula design
"localization" attempt
Special topic: Hygienic management of food raw materials
Chapter four: Powerful experts in publicity strategy and advertising creativity.
Mcdonald's
Attract more "eyeballs"
Set up an advertising fund
Cooperate with the "fourth media"
Comprehensive public relations strategy
KFC
Pay attention to advertising creativity
Multidimensional advertising strategy
Public relations sponsorship activities
Special topic: several forms of restaurant public relations propaganda
Chapter V "Changing Face" Plan, Playing "Health Card"
Mcdonald's
Shaping McDonald's brand
McDonald's "Promotion Manual"
Younger "changing face"
Youth spokesperson program
KFC
Publish a white paper on health
"KFC Sports Group" Program
Title: What is a catering brand?
Chapter VI Regional Evaluation and Business Circle Scoring
Mcdonald's
Regional assessment
Don't play the emergency card
KFC
Business circle score
Calculation of passenger gathering point
Topic 1: Characteristics of food and beverage business circle
Topic 2: Principles of Restaurant Location
Chapter 7 Uncle McDonald and Colonel Sanders
Mcdonald's
Large "M" arch
Ronald McDonald
Standardized design
KFC
Colonel Sanders
Overall image packaging
Theme: designing restaurant logo
Chapter VIII Standardization Joining and "Not Starting from scratch"
Mcdonald's
Franchise system
Standardized franchise
Eight functions of headquarters
Mcdonald's handbook
KFC
Two franchise modes
"Don't start from scratch"
Franchisee training
Special topic: management of chain restaurants
Chapter 9 Standardization of Supply System and Chain Glory
Mcdonald's
Standardized "handshake"
Establish a perfect supply network
"partners" on the same front
KFC
Chain honor
Supplier star rating
Supplier training
Special topic: control of purchasing cost
Chapter 10 Logistics Outsourcing and Headquarters Distribution
Mcdonald's
* * * raw "fish"
Never out of stock
Make sure the raw materials are fresh.
KFC
Relying on Yum! brand
Multi-temperature distribution
Dynamic route
Special topic: How to do a good job of raw material acceptance.
XI employee evaluation manual and "restaurant manager priority" chapter
Mcdonald's
Part-time work system
Employee evaluation manual
Communicate regularly every month
University of Hamburg
KFC
The first is the restaurant manager.
Incentive culture
Encouragement commendation card
pool the wisdom of the masses and absorb all useful ideas
Topic 1: content of employee training
Topic 2: Key points of employee evaluation
Chapter XII Crisis Management Experts and Crisis Public Relations
Mcdonald's
Decisive battle "management trough"
"three changes of ownership" incident
Coping with "Anti-Fast Food Doctrine"
Coping with SARS
KFC
"Sudan Red 1" Event
Coping with the "anti-fast food trend"
Sars incident
Dangerous "Chicken" Public Relations
Topic: How to deal with crisis events
Chapter 13 Global Network and Asian Predators
Mcdonald's
Global "networking"
Made in Japan myth
Go deep into China.
KFC
Expedition to Japan
Erjin hong kong
Taiwan Province province raiders
Win the Chinese mainland Prize.
Subject: Restaurant market survey.