Many of us regard fast food as fashion, while foreign gourmets regard fast food as "food waste", which is a bit inconceivable. Famous foreign fast food restaurants, such as McDonald's and KFC, became popular in China almost overnight, especially among young people. Many people regard eating fast food as a kind of value-added enjoyment. This should be the sentence "foreign monks can recite scriptures." Fast food has the advantages of fast food, and it can be said that it is very fast to deliver food to customers within 1.5 seconds. McDonald's has achieved considerable success in China alone. It is reported that the daily sales record set by McDonald's is not in the United States, but in Beijing, China, and the largest sales store of McDonald's is in China. First, the corporate culture with great affinity walks into McDonald's or KFC, and it is a rich and overbearing leisure culture. They use the power of brands to provide a bridge for parents and children to connect their families in their leisure time. Its core strategy is to continuously chain a kind of cultural affinity. In fact, a hamburger not only represents a food, but also embodies a culture. Therefore, in Shenzhen, which is the most inclusive of food culture, foreign fast food with simple workmanship can occupy the market, and the affinity between culture and humanity is a crucial factor. Children have fun children's paradise and delicious French fries here. Children have a playful nature, and sitting in the middle of a bunch of adults is probably the last thing they want to do. Once they find that there is such a children's slide and trampoline covered with cartoon patterns and free to play next to the seat, I believe there is no power to make them dislike it, not to mention that French fries and soda are the food that every child likes. The "foreign fast food" in the eyes of young people is another scene. Compared with traditional Chinese restaurants, there is no choking fumes here, only clean tables and chairs and bright windows; There is no staggered sound of drinking and punching, only relaxed and lively, or beautiful and melodious background music. Even if it is not at mealtime, young people will come in to buy a coke, read books and chat. Even if you don't buy anything, there will be no waiter to drive you away. Therefore, in the eyes of many young people, this place is not just a place to eat, but a place to release their hearts and feel free. According to Market News, SARS has had a great impact on the catering industry, and the business of the catering industry is light, but the business of foreign fast food is far better than that of Chinese fast food. Although foreign fast food was also hit hard during the most tense period of SARS, it recovered quickly, and most of them were old customers, who didn't feel the tense atmosphere during SARS at all. Transform "catering culture" into the enterprise and form a set of enterprise culture with enterprise characteristics. McDonald's advocates: "All McDonald's working partners are the real owners of McDonald's." McDonald's and KFC spend huge sums of money to train employees every year, so that employees can accept and identify with this corporate culture, so that employees can inadvertently influence customers and create a perfect combination between taste and product compensation. Catering industry experts believe that in addition to learning the standards, cleanliness and service of foreign fast food, we should also learn the "soft" connotations they provide to consumers, such as family and other humanized things, so as to find our own affinity and make consumers' consumption behavior and consumption psychology harmonious. Of course, this affinity should be found in China's culture and modern trends. If this problem is not solved, Chinese fast food will never do much. No matter how emboldened McDonald's and KFC are, they still spend a lot of money on advertising or public welfare every year, which they regard as the accumulation of intangible assets. It is this uninterrupted publicity accumulation that instills in consumers what is the real McDonald's and KFC, and where to find McDonald's and KFC. An American once said that no matter which country you go to, as long as you see McDonald's, you will feel at home. This is the beauty of foreign fast food. The reason why foreign fast food is popular, regardless of advanced marketing methods, is that it creates a relaxed, friendly and trustworthy atmosphere. The atmosphere is deep in the blood and intangible, but it is always working. For a considerable number of people, the essence of foreign fast food lies in cleanliness and convenience. The store is spacious and bright, and the environment is pleasing to the eye. How can you not be intoxicated? However, the sanitary condition and dining environment of Chinese fast food are not so satisfactory, and the service quality is far behind that of foreign fast food. As we all know, the reason why fast food culture is popular all over the world lies in the prominent word "fast" in its catering. The reason why McDonald's, KFC and other foreign fast food have such a high public awareness rate is inseparable from the fact that there are almost no other stores in the number of foreign fast food stores that can compete with it. While competing and expanding in China, the two foreign fast food companies not only established their strong brand advantages, but also made the fast food culture deeply rooted in people's hearts by using their frequent and effective market activities. Looking at the marketing strategies of the two foreign fast foods, from strong public relations, to star-studded advertising offensive, to diversified marketing methods, to enthusiastic public welfare undertakings, to increase brand reputation and recognition, and to meet the localization strategies of different customer preferences, both foreign fast foods have their own characteristics and are neck and neck. From the competitive strategy of foreign catering giants, it can be seen that the magic weapon for their rapid development is the seemingly virtual "cultural competitiveness". This is to analyze the current dietary needs, formulate a diet pattern and corporate culture that is consistent with it, and then use this culture to train employees, so that employees and enterprises can grow together. Second, the perfect standardized management science master Qian Xuesen once defined fast food as the industrialization of cooking. 13: 31, this is the time when a pot of fried chicken is baked under the control of KFC computer; A layer of cheese, half a cup of floss, and seven minutes' baking are the standard production of pizza hut's pancakes ... The strict industrial process ultimately brings profits. According to statistics, the average turnover of McDonald's is 1.61 times that of Chinese fast food restaurants, and KFC also "nibbles" 2 billion yuan from the China market a year. There are hundreds of standardized manuals in KFC, from the selection of stores and the purchase of raw materials to the processing, quality, trademark and operation of products. There are standard manuals in black and white, and every employee has rules to follow in any work. Mr Cui, the general manager of Beijing KFC, said: "For example, our company stipulates that French fries will be discarded if they are not sold after being fried for seven minutes. Maybe six and a half minutes, seven and a half minutes and seven minutes are not much different, but there can only be one standard. Therefore, for KFC, there is only one enterprise's unique standard in every store in the world. Similarly, any action in McDonald's company is to follow the only standard. From the supply of raw materials to the sale of products, the unified standards, procedures, time and methods enable customers to taste American hamburgers with the same quality and real flavor today, tomorrow and in the United States and China. A Beijing fast food restaurant owner who visited McDonald's production base and production method said that even if an old lady who can't cook is dragged from the street, as long as she masters the operating procedures, she can make products with a unified taste. Advanced management can only be realized by excellent talents. Talent training is an inevitable way to cultivate outstanding talents. It is reported that Beijing McDonald's Food Co., Ltd. spends more than RMB 1,111 million on staff training every year, from the general manager to ordinary employees, and even sends them to McDonald's Hamburg University in the United States. Chinese fast food is generally unwilling to train employees, which makes them at a disadvantage in comparing the quality of employees. KFC pursues a "people-centered" human capital management mechanism. Therefore, employees are the key to KFC's rapid development around the world. KFC has continuously invested funds and manpower in various levels of training. From restaurant waiters, restaurant managers to managers in functional departments of the company, these trainings not only help employees improve their work skills, but also enrich and improve their own knowledge structure and personality development. KFC has specially set up a professional training system and an education base-Education Development Center, which is suitable for local restaurant management in China. Established in 1996, this base is specially set up for restaurant managers, and provides thousands of training courses for more than 2,111 KFC restaurant managers from all over the country every year. The center will re-examine and compile the old textbooks about every two years. Training courses include quality management, product quality evaluation, service communication, effective time management, leadership style, labor cost management and team spirit. Through the training of employees and the establishment of perfect standardized management, under the unified decision of the headquarters, fast food restaurants operate in an orderly manner like machines, and at the same time, foreign fast food is promoted to expand into Zhang Zhilu. Third, to promote efficiency by scale, to promote development by expansion, and to actively expand localization franchise has been unanimously welcomed all over the world. The main reason is that franchising can be used as a business management model to facilitate the rapid development, growth and expansion of enterprises. On the other hand, it can also be used as a business model, which is undoubtedly very attractive to those who have limited funds and lack experience and really want to invest and start a business, because once he joins a franchised enterprise, he can get a business experience and management method that has been successfully tested in practice, and more importantly, he can get a brand that may be of high value and get the guidance and help of the franchisor, all of which will greatly reduce his investment and start a business. More importantly, the supportive attitude of governments is also an important aspect of franchise success. Franchising is one of the most popular business models in the world. In the United States, more than 35% of retail turnover comes from franchising. Most branches of KFC and McDonald's in the world also adopt this mode of operation, but only in China, whether McDonald's or KFC, the pace of franchising is cautious. From the opening of the first KFC franchise store in Xi 'an in 1993 to now, there are only more than 21 KFC franchise stores, 13 of which are concentrated in Xi 'an, while the other KFC chain stores are still wholly-owned and joint ventures. At the end of 2119-98, KFC once again prepared to look for a franchise partner in the China market, and made public the application conditions for franchise. Xu Zhen, the corporate affairs manager of China Yum! Brands, the parent company of KFC, said that KFC's franchise in China market at this stage is the best way, which can ensure that franchisees can integrate into KFC's standard management system as soon as possible and develop together. KFC's franchise mode of "not starting from scratch" is different from the usual franchise mode: KFC resells a mature and profitable restaurant to franchisees, and franchisees don't have to start from scratch, which avoids a lot of complicated work of choosing a site, opening a shop, recruiting, training and managing employees, and at the same time, the risks of franchisees will be greatly reduced, which improves the chances of success. Now, the expansion of McDonald's and KFC in China is getting faster and faster. In the two long-distance races, KFC has obviously taken the lead: by the end of 2113, the total number of KFC stores in the country has reached 1,111, McDonald's has exceeded 561, and KFC has been ahead of McDonald's by 411. The foreign fast food industry, represented by McDonald's and KFC, is expanding the China market step by step on the commercial platform they built, from the initial standardized, fast and hygienic western-style fast food to the intermediate role of site selection, franchise and franchise chain. Through years of painstaking efforts, the brand image and commercial value of foreign fast food are increasingly becoming a magic weapon to win. The Golden Arch of McDonald's and Colonel Sanders of KFC accompanied them, and gradually advanced from megacities to small and medium-sized cities. From the initial caution to the current prosperity, they encountered mashed potatoes, litigation disputes, reputation crisis and "price increase" events in the process. But this does not hinder their ambition of expansion, and they want to take the road of localization and build a chain empire. Although multinational corporations typically adopt the mode of transnational operation and resource allocation, the degree of local utilization of resources is also quite high, especially in China, a host country with large market capacity, relatively rich and diverse resources and relatively low labor price. The research group of Fudan University School of Economics found that the degree of international division of production under KFC's international management system was not high in the proportion of domestic and foreign input purchases. In 2111, KFC imported raw materials accounted for about one tenth of its total raw material purchases in that year, and there was a trend of decreasing year by year. In the process of localization, the innovation and localization of raw materials, staff, products and advertisements are the focus of the competition between the two foreign fast food companies, which also brings new business opportunities to related enterprises in China. Lai Linsheng, general manager of McDonald's North China and president of Beijing McDonald's Company, said that McDonald's has a set of time-tested operating mechanisms. There are fixed suppliers for the breeding and planting of broilers, beef cattle and lettuce, the processing of chicken (cattle, pigs and fish) patties, as well as dining room tables and chairs, kitchen equipment and special signs, and some of them have cooperated for more than 41 years. Wherever McDonald's chain stores are opened, these suppliers will build factories. As early as 1983, before McDonald's entered China, its system suppliers arrived in advance and set up farms and factories in China. Up to now, 52 factories, farms, pastures and farms have been set up in China to ensure the production and processing of globally standardized raw materials and semi-finished products. McDonald's and its suppliers are completely independent in finance, accounting and personnel management, and each is responsible to the company's board of directors. McDonald's only puts strict requirements on suppliers in terms of quality control, and there is no interest relationship. Only large-scale production can reduce costs and achieve good quality and low price. Unified production and chain operation are the effective ways to bring scale benefits into play. By expanding its scale, foreign fast food can reduce its management cost. Although KFC and McDonald's seem to be two competitors, and this competition is very exclusive, they promote their own development through continuous expansion. This development, localization and China are the only way for multinational companies to enter the China market. The key is to see who is faster and more integrated. McDonald's and KFC have shown amazing agreement on this point. From the provision of food, the procurement of raw materials, the employment of personnel and the placement of advertisements, the localization of foreign fast food is getting deeper and deeper, and the feedback from the market should also prove this. If the scientific operation mechanism and strict management make McDonald's and KFC strive for more money, and the corporate culture with great affinity makes McDonald's and KFC go global.