Chinese fast food absolutely no need to be nervous and angry, you can look at it this way, McDonald's is helping us train people. Guangzhou Huakai Chinese fast food (due to commercial confidentiality, to virtual name instead of the real name of the enterprise) as an example to start the analysis. Formerly a bakery, Huakai began to do Chinese fast food in the early 90s, imitating the McDonald's form of decoration and design of the store, the service is also modeled on McDonald's, and good treatment of employees, so it began to develop rapidly, and gradually introduced McDonald's personnel management, greatly improving the overall level of management. By 2001, it had developed to 24 stores, all of which were located in Guangzhou, and in early 2002, it opened 6 more stores and closed 1 (for non-operational reasons), and in the past 10 years, it had developed 29 stores, which were basically all profitable. And another enterprise from the Huakai branch out of the gorgeous fast food 2 years on the development of 22, one of the more profitable seafood restaurant, all directly managed, home profits, and the cloth point very rich ideas. Huakai's development of eye **** witnessed, and indeed in a certain customer groups have gained praise, but Huakai in a part of the people began to "a big company" as a self-centered, like to put on airs, the mouth is thick up, really makes people laugh, Huakai development in Guangzhou is not yet firmly rooted, not to mention in the country or the global competition, should be! Mentality and image is modest and cautious, hard work, wide range of talent is right. Needless to say the familiar McDonald's and KFC at the doorstep, the same Chinese fast food, compared to the American Panda Fast Food and Philippine Happy Bee, Huakai's management, development, scale and so on appear to be primitive and crude. Is it a small fortune? Is not thinking about progress? Is the vision is not broad? Huakai's operation is confusing. Ten years, or in Guangzhou this place to play circles, the speed of development is also significantly slower than the later start of the Shenzhen Noodle King, Noodle King started late, and did not deliberately learn McDonald's, but this enterprise has thought of a lot of ways to think of a lot of ways from the service, product, operation, financing, but also to invite the outside world to participate in the operation of the transformation, so that the speed of development has accelerated greatly, the overall competitiveness of the very strong, and now it is a piece of Shenzhen! Resounding fast-food brands, become a major obstacle to the expansion of Huakai South. We can take Huakai and McCann do a rough comparison to understand the gap between them, Shi Yi long skills, learning modern fast food management techniques, hard work, the essence of Chinese fast food, will win without a fight. Hiring system McCann hiring management grassroots will go through these stages: ① Resume screening. ②Interview. Arrange OJE internship. ④ Interview with operation manager. ⑤ Notice to work. The first step to the second step is one week, resume screening - interview. The second step to the third step is one week, interview - arrange OJE internship. The third to fourth step is another week, OJE internship - interview with the operation manager. Step 4 to 5 is another week, interview with Operations Manager - call for work. It takes a month to two months of waiting before you can finally work at McCann. The main reason McCann does this is to test whether the candidate has the patience, whether they really want to join the company, in order to reduce the turnover rate of employees. As a matter of fact, they must be pondering whether this method of testing candidates is suitable for the E-era, because nowadays they don't need to take so long and adopt a more flexible method. And the hiring process of HUAC is still the same, it still takes one and a half months or even more than two months, and no contact is made in between. Is this hiring process capable of hiring truly talented people? Is this approach the best practice for a growing small business? The reality is that Wah Kai is not strong enough to attract enough talent, nor is the training system strong enough to quickly turn a novice into an expert. For a developing small business, good talent once appeared must not let him slip away from the eyes, so we must establish a fast track talent, and according to the different positions of the enterprise and the different stages of development of the enterprise, the development of their own recruitment strategy, the fast is fast, the slow is slow, no one style. Employment and training People-oriented is now a buzzword in the corporate world, but some are used as methods and some are used as decoration. In McDonald's, you can do a few hours will be able to rest for a moment, the restaurant manager and the staff relationship is also more cordial, more encouragement, we are all odd jobs, hourly management, the average employee three dollars and five dollars per hour, we are doing a very happy; Huakai fast-food hourly wage is four dollars, but many people still feel that it is not good enough, thinking that they are four dollars. McCain is a world-famous fast food company, go in for easy work, feel the American culture, you can learn advanced fast food business knowledge, out is the service industry sought-after talents, and go to Chinese fast food, even in Huakai such as a considerable influence in Guangzhou Chinese fast food, it is like helping a pseudo army to fight the war. If paying more and getting less, hard work and uncertain prospects make employees think of money, then of course the employee turnover rate is going up. If an employee in Huakai can not only earn money, but also can learn the most advanced Chinese fast food business management experience, is helping Huakai to become China's and even the world's largest and strongest Chinese fast food enterprises, Huakai is very concerned about people, can make young people more hard-working, excellent, the family is very relieved and supportive, then of course, everyone is happy to be in it. According to the staff's various mentality, adjust their management methods, and really take the staff as the fundamental of the survival of the enterprise. Let each employee feel the value of their own labor, willing to do a little more, do a little better, so that the enterprise is not prosperous is also difficult. Training is always the cheapest and most valuable investment. Huakai also has a training department. A director of the training department to a store opened soon to guide the training, pointing and criticizing a pass, rather than personally do the demonstration. And McCann's view of training is to learn by doing, which also means teaching by doing. In Huakai, a trainee manager who has been working for a year, during which he has only received a simple BOC training, on the text class only, the training seems to be too insufficient, and one of the reasons is even worried that the staff will jump to the competitors or start their own business after learning well. Thinking about when Konosuke Matsushita can be the life of the enterprise at the time of the industrial plastics formula to tell ordinary employees, what kind of boldness will have what kind of business, if it is worried about others to learn, McDonald's, KFC probably will not have today's prosperity. Good employees can not be retained, the company is not attractive, the fun and hope of employees elsewhere, do not do a complete training, can not provide first-class service, what and McDonald's KFC competition? Creative implementation of Huakai's "Operations Manual" has a large book, which has a point, the provisions of the restaurant trainee manager or more, each person every day to communicate with more than three customers, but a restaurant manager of Huakai said that most people do not do so. Good management system, the implementation of it? No implementation and no, what's the difference? The system can not replace the management, do not always reflect on the management can not talk about, only after the reflection of the improvement can be called management. On the other hand, some leaders of Huakai also over-emphasize the implementation, without making effective incentives to encourage staff to work on some valuable creation. Successful management system can help the enterprise to success, but sometimes it will also hinder the enterprise to greater success, and even will not react well in the changing market environment and go to the decline. For example, McDonald's has been implementing the company's menu in India, where beef is not eaten, for more than a decade, and was beaten everywhere by Happy Bee in the Philippines before it began to introduce Chinese flavors. McDonald's development of the beginning of many outlets are doing research to develop many new products, more extreme is the Japanese McDonald's, in the learning to develop a new cash register system, but instead hit back to McDonald's headquarters. The father of McDonald's Japan, Fujita Tada, also researched and developed the hugely popular rice burger, which is not fried in oil but steamed in a steamer box like Chinese buns... can you say he didn't implement the company's policy? Image publicity McDonald's KFC is mainly through the TV, newspapers, DM, etc. to do publicity to pull, domestic Chinese fast food can not learn, so the consumption of resources, short-term results can not be achieved, we have to eat a lot of pain. Huakai in this regard has suffered, used up some profits for nothing. And from Huakai fast food out of the gorgeous fast food, in this regard on the province, the funds are mainly used to open outlets, the store focuses on cleanliness and hygiene, decoration in general. The cost of opening a branch at least than the Huakai fast food to save 1/3 to 1/2, that is to say, gorgeous with the same amount of money, you can open more stores than Huakai, this publicity effect is better? Seeing, buying, enjoying to buy - Coca-Cola's three principles of Gorgeous Fast Food is used. Gorgeous fast food in Guangzhou's current development speed than its master Huakai fast food much faster, in a district of Guangzhou, Gorgeous fast food before and after the right and left several stores, Huakai fast food only one store surrounded by the surrounding business districts, office buildings, business is basically Gorgeous fast food took over. Not only Huakai fast food, a McDonald's store is also trapped by Gorgeous. Huakai in order to their own corporate image, a core city in the field to open a few stores, because away from the headquarters, the terrain is not familiar with the supervision is not strong, a few stores struggling to support, want to maintain are exceptionally difficult, every year, but also had to take out a large amount of silver from the headquarters to fill in the holes for the sake of the image, the loss of money, but also do not dare to turn off. Face is important, strength is more important. Sales channels In fact, fast food can also be operated like fast moving consumer goods, the interesting thing is that in China's leading KFC over McDonald's Su Jingshi, is out of P&G. Shopping malls and supermarkets: open a window in a shopping center or food court. Huakai set up store in a food court across from a wholesale clothing market and did very well. At its peak, sales revenue of nearly 100,000 a day. In addition, some supermarket chains also do Chinese fast food business, first to do casual snacks, and then simply sell rice, such as Guangzhou, a supermarket chain in the store's deli department opened a fast food business, a boxed lunch, two meat and one dish, only to sell four dollars, but also send a bowl of soup, very popular. In another small city in Guangdong, a supermarket chain's boxed lunch business is booming, and next to a claim to be the world's largest Chinese fast food branch of the light business in stark contrast. Secondary cities: McDonald's KFC is still the main battleground for the big cities, but Chinese fast food can be in the secondary cities to achieve a good market share. I have found a "JJ Fast Food" not far from the Weifang Railway Station in Shandong Province, and the business is so hot that it is opened in another small town branch is also crowded, see its management operation, just general; in Qingyuan, Guangdong Province, a fast-food restaurant called "BBG", business is also very hot. In Qingyuan, Guangdong Province, a fast-food restaurant called "BBG" is doing very good business. Secondary cities, because the modern fast food business has not yet begun, or just started, but easy to succeed, once in these places to occupy the market, not to mention McDonald's KFC no oil water fishing, I am afraid that even a good place to open a store is difficult to find. Service output: brand and service output, to contract enterprises and institutions of the cafeteria, to do employee meals, at least for the time being, McDonald's is unable to compete with Chinese fast food in this regard. Some domestic Chinese fast food in this regard took a better step, Huakai also tried in this regard, but did not succeed, the reason is not the failure of business management, but Huakai did not make new attempts, the author believes that Huakai can not be given up, but should be summarized, and strive to make a difference in this market. Takeaway business: home delivery, which is also a Chinese fast food against McCann's weapon, Beijing's Lihua fast food in this area to do enough work, occupying most of the market of Beijing takeaway food delivery. Huakai also has business in this area, but only passive delivery, and did not go further to dig, and from its branch out of the gorgeous fast food, has begun to pay attention to it. Delivery of food is accompanied by active distribution of small advertising menus. Takeaway business in addition to the product itself, the speed of delivery is the winning formula. Group purchase (group meal) business: Hong Kong Café de Coral, Fairwood, Maxim's and other Chinese fast food, are in the student meal this market, but unfortunately, Huakai fast food has not yet been able to perform. Japanese restaurant titan Ichikawa Jihei even proposed that restaurants should follow the crowd, they go to the mountains, we go to the mountains, they go to the beach, we also go to the beach. Shenzhen open high fair, noodle king and other Chinese fast food made a fortune, Chinese fast food kitchen is simple, easy to move, how to fight with us McDonald's? Internet: At present, McDonald's and KFC have not started selling online. But they may start selling online in a day's time. Huakai also did not do this work, only in the repeated calls of the public only began to engage in a difficult to go up the website, just for a simple business introduction, and the previously mentioned gorgeous fast food and some other fast food restaurants, has been in some food sites to call the sale open, the response is not bad. Some fast food in Beijing also do better in this regard. Huakai to reflect. Business methods To learn from innovation. Western-style fast food and Chinese fast food compared to at least four major differences: different products. Western-style fast food is mainly burgers, fries, fried chicken, beef, etc., which are different from the Chinese taste, nutritional composition is different. The audience is different, so the business ideas will be different. Customers are different. Poor countries eat Western-style fast food is to eat flavor, eat culture, rich countries eat Western-style fast food is to eat cheap, Chinese fast food is the opposite. Eat Chinese fast food people pay attention to eat well, nutritious and delicious, customers are different, the marketing psychology is different, then we have to use the marketing strategy should be different. Management is different. Western-style fast food is mainly to fry and deep-fried, the work is relatively easy, not as hot as our kitchen, tired, dirty, noisy, because Chinese food is juicy, rich in content, send the post is busy when it is easy to make a mistake, after the meal produced a lot of garbage, so we are more hard work in all positions of the staff, the workload is greater, and our existing wage level is not high, so the staff's psychological and physical pressure are Very large, if we use the set of McCann's management staff to manage our employees, is far from enough. Marketing methods are different. McCann's profits than we are large, you can use the power of huge advertising campaigns to pull customers to the door, we follow to do will be dragged across, they are accustomed to waiting for the rabbit, we can not learn, have you ever heard of the McCann initiative door-to-door marketing, to the units to contact the work meals and overtime meal business, or contracting other units of the staff cafeteria? We can do a lot of things with Chinese fast food. Learning Organization Small improvements can lead to big success. Huakai has been recruiting trainee managers all year round, and asked to fill in the improvement opinions, through constantly doing this kind of work, Huakai's fast-food restaurants are more and more standardized and perfect, but I think Huakai has not done enough depth and thoroughness, this kind of recruiting to improve the effect of the opinions is not the best, and the good opinions always come from within the enterprise, rather than from the outside, therefore, it leads to a question, that is, the creation of a learning organization of Chinese fast-food. Learning organization is never all reading, but to inspire all research. Catering as a detail-oriented industry, the accumulation of fragmented experience is important: management must have a research heart, the ability to accept new knowledge and new things must be strong, read, observe, compare and think diligently, and constantly learn and accumulate more knowledge and experience, to operate Chinese fast food with this attitude, and try to turn their store into a learning organization, if everyone has a research heart, then If everyone has a heart of research, then: the person at the cashier's post will be able to judge at a glance what and where the customers are, then he can effectively recommend food to the customers, and the customers won't go away, and will buy more; the person in the saloon will know how much time men, women, and children use to eat different food and how much garbage they produce, so he can allocate time in his mind without having to walk around frequently, affecting the guests' dining and making himself tired at the same time, and he will also ask the customers what needs are not met. Guests still have what did not meet the needs of the guests, which will not only make the guests happy, but also to collect information will help us develop a best-selling varieties, improve the level of service, to attract more customers, he will also be full of seats, brighten the lights, raise the room temperature to speed up the turnover of seats; food delivery post will know what time to what time what will be sold, then we will be ready to do the work, will not be in the peak season The food preparation post will know what will be sold from time to time, so we will be well prepared and won't be in a rush, make mistakes, run out of stock or keep customers waiting; the preparation post will cut ribs of the same size, and the hall won't be troubled when dealing with customers complaining that the ribs are too small, and the customers will be surprised to hear that "every piece of ribs is weighed on the scale, with a tolerance of no more than 0.5 grams", and he will be happy to tell 250 people, which will bring us more money and more customers. He will tell 250 people about it, bringing us more customers. Don't think this is impossible, the father of Chinese Western fast food, Wang Dadong, said the same exact words, and his Lodges restaurant was still called Rogers when it was realized; the chef will find that this period of time the vegetable heart is not tasty, return to the factory, and replace it with fresh lettuce, instead of passively washing the vegetables, and he will also be according to the different rice to cook the same softness and hardness of the rice, the water content of the rice is n%. If we can accurately say these data, ask which fast food can ignore us; frying pan will be hundreds of thousands of Chinese delicious frying method to a big revolution, research hundreds of dishes can be fried in three minutes, then our fast food to provide food can not only taste always new, and will not appear "sold out" of the trouble. Then the food provided by our fast food will not only be always fresh in flavor, but will also not be "sold out". The noodle stalls will study the convenient soup ingredients and make all kinds of noodles and flour within three minutes. The instant noodles and instant vermicelli of people from Uni-President and Master Kong can be made in three minutes with boiled water, and we have so many ingredients and gas stoves with such high temperatures that we should be able to cope with the large number of ingredients, so why should we let the customers wait for more than 10 minutes? Improvement is never-ending, and here are just a few examples. Improvement is not the job of the senior management, but the senior management should also encourage people to improve by taking actions and not always overemphasizing implementation. If everyone has a heart for research, then the heavy, trivial work will become lively and interesting, staff physical and mental stress will be reduced, our service will be better, our restaurants will develop more and more job specialists, we can easily replicate a number of core stores, model stores, then we will have a solid foundation for expansion to the country, to the world. If we do a little bit of each, we will be much better; if we do a little bit of each poorly, we will be much worse. Industrialization problem Industrialization is by no means the bottleneck of Chinese fast food, don't be deceived by foreign fast food. The essence of industrialization is to require fast food fast supply, constant quality, rather than industrialization for the sake of industrialization. So far, none of the world's Chinese fast food industrialization, the largest Chinese fast food enterprises in the United States Panda fast food did not achieve, and now claims to have achieved industrialization of the Philippines Happy Bee is only part of the industrialization. Industrialization is like the "Maginot Line", it may be better to bypass it for the time being. Don't forget that a restaurant is not a food factory, it is a service industry and its main product is service. Huakai has been trying to industrialize, for example, Huakai has combined McDonald's frying post and deep-frying post into one, and set up a frying post to provide something that can be made in three minutes, such as hot and spicy chicken wings, crispy rolls, hamburgers, etc. The author had also asked Huakai about the industrialization of the restaurant. I had also suggested to Huakai, so that can be done in the factory do not get things in the kitchen, for the kitchen to save space and time, now Huakai's Gillette pork chops do not need to take the time to whack, directly into the pot to fry, black pepper beef tenderloin does not need to be processed again, directly on the frying table, the output speed is several times faster. You know in the fast food industry, every second is valuable. Chinese fast food staple food many fast food restaurants have been industrialized, to industrialize the main dishes, can be carried out gradually, but unfortunately, Huakai in this regard is not enough attention. In fact, many dishes can be industrialized, such as the Philippines, Happy Bee, is the first large portion of the dish in the factory after cooking, and then frozen, when you only need to divide into small portions by portion to heat up, very fast, this is a really good idea, no wonder they can beat McDonald's.