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The number of branches of McDonald's and KFC in China and their respective characteristics.

There is no doubt that McDonald's with more than 31,111 stores and KFC with more than 11,111 branches rank first and second in the fast food industry. They provide competing products and services, and their operation and management methods seem to be opposite, but they have achieved great success. What's the secret? This book makes an in-depth comparison and analysis from the aspects of store location selection, customer service, product strategy, supply chain management, chain operation, etc., and completely reveals the success of catering giants.

1. "QSCV", And "CHAMPS"

McDonald's

Q: quality first

S: excellent service

C: clean and safe

V: value for money

KFC

C: clean and elegant environment

H: sincere and friendly reception

A: accurate supply

. Seven steps

McDonald's

standardized counter service

59-second fast service

"TLC" concept

"registered trademark"-smile

KFC

seven steps

mystery customer system

service upgrade

Special topic: control of catering service quality

Cultural products

the system of "store manager's personal inspection"

implementation of "obsolete and scrapped"

KFC's

localized recipe design

"localized" attempt

Special topic: hygienic management of food raw materials

Chapter IV Strong publicity strategy and advertising creative experts

McDonald's

attract more "eyes" < Kfc

pays attention to advertising creativity

multi-dimensional advertising strategy

public relations sponsorship activities

Special topics: several forms of restaurant public relations promotion

Chapter V "Changing Face" plan and playing "Health Brand"

McDonald's

Shaping McDonald's brand

McDonald's "Promotion Manual"

Younger "Changing Face" < Theme of KFC Sports Group

Program: What is a catering brand

Chapter VI Regional Evaluation and Business Circle Scoring

McDonald's

Regional Evaluation

No Rush Card

KFC

Business Circle Scoring

Calculation of Customer Gathering Point

Topic 1: Characteristics of Restaurant Business Circle

Topic 2: Location of Restaurant. Arch

Uncle McDonald

Standardized design

KFC

Colonel Sanders

Overall image packaging

Special topic: Designing restaurant signboards

Chapter VIII Standardized joining and "not starting from scratch"

McDonald's

Franchise system

Standardized joining operation

Eight functions of the headquarters. Operating from scratch "

franchisee training

Special topic: management of chain restaurants

Chapter IX Standardization of supply system and chain * * * Rong

McDonald's

Standardization" handshake "

Establishing a perfect supply network

Partners on the same front

KFC

Chain * * * Rong

supplier star rating

supplier training

Special topic: control of procurement cost

Chapter 11 Logistics outsourcing and headquarters distribution

McDonald's

*** Raw "fish"

never runs out of stock

Ensure fresh raw materials

KFC

Relying on Yum! Brands

Multi-temperature Distribution

Special topic: How to do a good job in raw material acceptance

Chapter 11 Employee Evaluation Manual and "Restaurant Manager First"

McDonald's

odd jobs system

. Office manager first

encouraging culture

encouraging identity cards

working together

Topic 1: the content of employee training

Topic 2: the key points of employee assessment

Chapter 12 Crisis management experts and crisis public relations

McDonald's

"Sanyi coach" Event No.1

Coping with "Anti-Fast Food Trend"

SARS Event

Public Relations of Danger Chicken

Special Topic: How to Deal with Crisis Event

Chapter 13 Global Networking and Asian Raiders

McDonald's

Global Networking

Made in Japan Myth

Special topic: Market survey of restaurants

References: McDonald's and KFC. Author: Chen Bingqi. Publisher: China Economic Publishing House.