Excellent quality will often make the use of products gain value-added and satisfactory experience, and then pass this experience on to people around them to share, forming a good word-of-mouth communication, which will directly promote product sales and brand image promotion.
Quality construction is like a big tree taking root, the root is not deep, and the tree is not prosperous. But sadly, so far, the pursuit of excellent quality has not attracted enough attention from our enterprise managers.
In the process of consulting and diagnosing some enterprises, I found that some enterprises blindly pursued the external reputation of the brand, ignoring the foundation and quality construction of brand building, and eventually collapsed because of the weak foundation.
In the early 1990s, the Chinese fast food "Red Sorghum", which was hyped as "patriotism" by the media, opened near McDonald's in front of Beijing, but it didn't take long for the store to close.
Why didn't McDonald's from America close down? Many people don't understand why McDonald's sells a "bread" (hamburger) for ten dollars. In May 2003, Beijing was shrouded in the horror of SARS, and the catering industry in Beijing suffered heavy losses: according to statistics, more than 90% restaurants closed down because there were no guests, but the two McDonald's near my apartment and office building were still crowded. At the beginning of June, a number of restaurants opened one after another. In order to attract customers, McDonald's announced an overall price increase.
Let's not analyze their business behavior right or wrong. We just want to ask, why can McDonald's do this?
I'm afraid there is only one answer: the long-term hygiene quality of McDonald's. A really good restaurant cares about its customers from the kitchen. You can be skeptical or even distrustful of the hygiene and disinfection of other restaurants, but you can't help but believe in the hygiene of McDonald's.
McDonald's has a very famous "QSC &；; V "working procedure. These four letters are abbreviations of four English words (quality, service, cleanliness and value): "excellent quality, door-to-door service, cleanliness and authenticity". The founder of McDonald's thinks: "It can help us build a bridge to the Atlantic Ocean!" McDonald's used these four criteria to evaluate the performance of all chain stores from the beginning of its business. If the above four requirements are not met repeatedly, the chain store manager will be fired or lose the right to operate McDonald's.
Once, I specifically asked a neighbor girl who worked in McDonald's. She told me: "McDonald's always uses the best beef when making hamburgers." If the potato chips are slightly burnt, they will be thrown away. The oil used for French fries is poured out after the specified time. "
From my personal experience, whether you are traveling abroad or in any city in China, if there is no familiar restaurant, the quickest way is to find a McDonald's. Eating there, on the one hand, is hygienic and guaranteed, and on the other hand, it will never be "slaughtered".