Keywords: fast food chain business motives
In 1990s, the gross national product (GNP) increased by 18% year-on-year. The fast food industry in China is growing at a rate of 20% every year, and its profit rate is between 15%-25%. Fast food industry has become an important force supporting the sustainable development of catering industry and a new economic growth point.
Characteristics of fast food enterprises
With the development of social economy and the continuous improvement of people's living standards, people's concept of catering consumption has gradually changed, and eating out presents a rational development trend. The demand for consumption quality is constantly improving, and brand quality, taste characteristics, hygiene, safety and convenience are pursued. The social demand of fast food is constantly expanding, and the characteristics of market consumption and basic demand are more fully manifested. The concept of standardized management, factory distribution, chain scale and scientific management has been accepted and recognized by the industry through continuous deepening practice, and has expanded from fast food industry to catering industry, which has become an important development goal and direction of catering modernization in China. As the new force and vanguard of modern catering, fast food has become an important representative force of modern catering development.
From the social demand, market positioning, service characteristics, development conditions and models of fast food, there are obvious differences in consumption motivation, market positioning and dining requirements between fast food and dinner. The main feature of dinner restaurant is to satisfy spiritual consumption; Fast food is mainly to meet people's basic dining needs, and the purpose of dining is more embodied in the materiality of consumption. The basic characteristics of modern fast food, such as fast manufacturing and selling, convenient eating, standard quality, simple service, balanced nutrition and low price, just meet the basic necessities of society: popular consumption, simple and fast service, cheap and high quality operation.
Motivation of chain operation of fast food industry
Chain operation is a modern management mode and organizational form that connects many shops in the same industry with the same purchase or license, realizes service standardization, business specialization and management standardization, and enjoys economies of scale. Chain operation mode is an ideal way to realize scale expansion, which can better reflect the positioning and characteristics of fast food market. If the fast food industry continues the traditional production mode and decentralized organization form, it will seriously restrict the large-scale development of the fast food industry in China. Facing the impact of foreign fast food, it is difficult for Chinese fast food industry to meet the growing social demand. From the perspective of domestic fast food enterprises with good business performance, they should manage similar brand varieties, use unified names and logos, focus on unified procurement, processing, catering and distribution, and realize product service standardization, factory production and processing, standardized management and enjoy brand and scale benefits through linkage or authorization and franchise of capital and property rights. To sum up, chain operation has the advantages of large-scale operation, specialized division of labor, informationization, brand image and standardized market. It is these factors that make fast food enterprises have the objective requirements of chain operation.
(A) scale operation is a necessary prerequisite to achieve economic benefits.
Before the appearance of chain operation mode, the contradiction between the requirement of fast food scale economy and the decentralization and individualization of retail activities has been restricting the development of retail operation to scale. Because the chain operation has realized the integration of procurement, distribution and sales, it has formed a circulation pattern of integration of production and marketing or retail, thus improving the degree of organization in the circulation field. Moreover, chain operation is a "one-to-many" business model, that is, the chain headquarters undertakes the function of commodity distribution from the outside to many suppliers and from the inside to many chain stores, and implements the separation of purchase and sale functions within the company. The chain headquarters is responsible for procurement or distribution, and the chain stores are responsible for decentralized sales. Centralized purchase of goods makes chain stores gain the advantage of low cost, thus laying the foundation for cheap sales; There are a large number of chain stores, and the decentralized sales in the hinterland of consumption caters to the habit of decentralized consumption and nearby dining, and also strengthens the emotional connection between consumers and chain stores, thus effectively solving the contradiction between pursuing economies of scale and decentralized consumption in the traditional operation of catering industry. In addition, the chain operation can rapidly expand its business scale according to its * * * enjoyment effect and expansion effect, thus giving play to its scale advantage and controlling the market.
(B) professional division of labor is the inherent requirement to achieve enterprise performance.
Compared with traditional retail enterprises, which undertake the functions of buying and selling at the same time, chain operation applies high industrialization to fast food business, separates the functions of buying and selling, and improves the operating performance of fast food enterprises. Through the technical service of the headquarters, the chain operation has realized the responsibilities of each branch in decoration, product processing, promotion of public relations, business decision-making, financial management, personnel training and so on. This division of labor improves work efficiency, thus ensuring the high management level of fast food enterprises and realizing the improvement of operating efficiency. Fast food chain enterprises are composed of headquarters, distribution centers and several branches. Headquarters is the core of chain enterprises' operation, distribution center is the logistics organization of chain enterprises, and branches are the foundation of chain enterprises, which undertake the division of labor and cooperation in daily retail. Chain headquarters and distribution centers specialize in technical services such as purchasing or processing, warehousing, maintenance, distribution, store design and business training. , to reduce costs and ensure quality, thus winning the trust of consumers. Therefore, through chain operation, fast food enterprises can not only enjoy the advantages brought by specialized division of labor, such as work efficiency, expert procurement or processing and maintenance, but also help enterprises to form strong operational capabilities in a certain operation link, thus enhancing the competitive advantage of fast food chain stores.
(C) information technology is a powerful means to achieve effective management.
Effective use of information is a magic weapon for fast food enterprises to compete. The more information, the richer the content and the higher the accuracy. The chain operation has realized the separation of purchase and sale, the headquarters is responsible for technical services such as procurement and distribution, and the chain branches are responsible for the decentralized sales of products in the hinterland of consumption under the principle of reasonable layout. According to this principle of division of labor and cooperation, each branch can grasp the first-hand information of consumer demand and market changes of various products in time through direct contact with customers, and feed it back to the chain headquarters quickly, which provides the basis for the management decision of the chain headquarters. The headquarters regularly communicates with the managers of each branch, conveys new product information to the branch, and collects consumers' opinions and suggestions. Therefore, the chain operation of fast food enterprises can realize two-way communication between purchase and sale, thus improving the effectiveness of information management, achieving effective procurement or processing, effective inventory and effective sales, and better serving the management. At the same time, the chain operation of fast food enterprises is conducive to information collection when consumers make purchase decisions. From the psychological point of view, repeated stimulation can achieve the purpose of changing from general memory to permanent memory. Chain operation adopts unified trade name and image design, which is easy to attract consumers' attention. Because of the large number and reasonable regional dispersion, it can repeatedly stimulate potential consumers and let consumers establish information to play their branch consumption.
(D) Brand building is the basic way to enhance intangible assets.
The "famous store effect" of fast food enterprises belongs to the intangible assets of enterprises, just like the "famous brand effect" of products. It is a credit guarantee established in the society through the efforts of several generations or even dozens of generations. Chain fast food restaurants can establish their own good image in the following ways. First of all, fast food chain enterprises can not only use the chain stores widely distributed in the hinterland of consumption for free publicity, but also carry out necessary targeted publicity on their own image based on the principle of cost sharing under the overall responsibility of the headquarters. For independent fast food restaurants, due to the pressure of advertising costs, it is often impossible to carry out necessary publicity on their image. Therefore, fast food chain stores can enjoy the advertising effect that other independent stores can't enjoy, so as to quickly establish an image. Secondly, fast food chain stores provide standardized services by implementing standardized management, that is, adopting a unified identification system, so that customers can enjoy unified quality services in any branch, which is easy to generate customers' directional consumption trust or dependence, reduce the risk cost of customers' consumption and improve their consumption loyalty. Fast-food chain enterprises often have a higher reputation than other independent enterprises by virtue of their unified and high-quality services, combined with their low cost and reliable quality, so that their products and services can easily enter the markets that other independent fast-food enterprises can't reach, and then win a favorable market position. Therefore, fast food chain enterprises can establish their own good image more quickly than independent fast food restaurants.
(5) Standardizing the market is the basic goal of realizing social benefits.
Fast-food chain enterprises play a normative role in the market by exerting their integration function. Developing chain operation not only brings remarkable economic benefits to enterprises themselves, but also creates good social benefits. This is manifested in the fact that the chain headquarters of fast food enterprises insist on purchasing goods from commercial units or manufacturers with complete licenses, strictly control the quality of goods from all aspects such as acceptance, warehousing and sales, and prevent any fake and shoddy goods from entering chain stores, thus embarking on a development path of grasping quality, building brands and creating benefits. On the development idea of expanding scale, we should take benefit as the guidance and brand as the competitive pressure, bring individual fast food restaurants in the market into our own system, reach an alliance contract, stipulate their rights and obligations, standardize management and popularize application according to the requirements of the headquarters of fast food enterprises, and finally force unqualified fast food restaurants to eliminate themselves, so as to achieve the goal of standardizing the fast food market.
In short, in the face of market challenges, fast food enterprises must implement the development approach of chain operation in order to play the scale benefits. Management standardization, distribution factory, chain scale and scientific management are the important development goals and directions of fast food modernization in China. Chain operation is the guarantee of standardized operation, factory distribution, large-scale operation and scientific management. The factory distribution of chain operation is the inevitable choice for the development of fast food enterprises, and the centralized purchase and distribution of products is the condition to reduce operating costs and ensure stable operation. In the development of fast food enterprises, giving full play to the connotation of industrial alliance and science is the guarantee to support and maintain the scale development of enterprises. The establishment of scientific management system is a process of accumulation, as well as a process of practice, reference and creation.