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Ask for a case study on the strategic management of McDonald's enterprises, the content of which is the golden arch of India.

English full name: McDonald's

Company type: listed company (new york Stock Exchange)

Now advertising language: I'm lovin' it!

Founded in 1954

Headquartered in Oakbrook, Illinois, USA

Important persons:

Ray Kroc, founder

Andrew J. McKenna, non-executive chairman of the board of directors

Jim Skinner. Vice Chairman and CEO of the Board of Directors

Michael Roberts, President and COO

Main industry: restaurant

Number of employees: 418,111

Main products: fast food chain, desserts, children's wear, etc.

Revenue: USD 51 million (2116)

Official website:

It's a chain-operated fast food restaurant mainly selling hamburgers, which was founded by McDonald's Brothers and Ray Kroc in the United States in the 1951s. Worldwide, McDonald's restaurants are spread all over the world in more than 111 countries on six continents. McDonald's has become the most valuable brand in the global catering industry. In many countries, McDonald's represents an American lifestyle.

McDonald's Happy Paradise Meal gives away free toys, such as Disney movie dolls, which are quite attractive to minors.

Because the fast food culture it represents is accused of having an impact on public health, such as obesity caused by high calories and lack of adequate balanced nutrition, many people criticize it as "junk food". Many people in France, who are proud of their food culture, don't like McDonald's and classify McDonald's as the representative of American lifestyle invasion.

[ Edit this paragraph] Company Profile

The most famous McDonald's brand of McDonald's in Israel has more than 31,111 fast-food restaurants in 121 countries and regions around the world. McDonald's around the world make appropriate adjustments according to local tastes. In addition, McDonald's now controls some other catering brands, such as Aroma Cafe, Boston Market, Chipotle Mexican Tacos, Donatos Pizza and Pret a Manger.

In 2111, the total revenue of McDonald's Company reached $14.87 billion, and its net profit was $1.64 billion.

most McDonald's fast food restaurants offer English translations of counter and drive-through, which means that you can reach the restaurant without getting off the bus. Customers can drive to order at the door, then bypass the restaurant and pick up the meal at the exit. ) two ways of service, providing indoor dining and sometimes outdoor seats.

Drive-through restaurants usually have several independent sites: parking, checkout and pick-up points. Generally speaking, the latter two sites will be merged.

(It is reported that because the minimum wage of employees in North Dakota is significantly lower than that in Oregon and Washington, McDonald's plans to try to set up a telephone service center in Fargo, North Dakota in early 2115 to accept and handle drive-through phone orders from Oregon and Washington, so as to alleviate that phenomenon. )

In some areas, there will be McDrive on both sides of highway trunk roads, which is a kind of avenue without counters and seats to entertain night drivers. This avenue often appears in downtown areas with high population density as a simplified way of drive-through restaurants.

Some special theme restaurants still remain, such as the theme restaurant of Rock McDonald's in 1951s, and some carefully selected McDonald's restaurants located in suburban areas and large indoor or outdoor playgrounds in some cities. They are called McDonald's PlayPlace. This type of restaurant first appeared in the United States in the 1971s and 1981s, but it appeared later in the world: for example, most parts of Canada did not appear until the mid-1991s.

McDonald's company devotes part of its turnover to charity every year. When founder ray kroc died, he set up Uncle McDonald's Charity Fund with all his property.

Because McDonald's regularly sells carbonated drinks provided by Coca-Cola Company, McDonald's has actually formed a strategic alliance with Coca-Cola.

[ Edit this paragraph] Food provided by McDonald's

Spicy Beef Foldover

Grilled Chicken Foldover

Hamburger

Single cheeseburger

Double cheeseburger

Cheeseburger/ Double cheese burger

General burger

Big Mac

Full 82

Maixiang chicken

Braised chicken leg burger (original flavor/spicy flavor)

Spicy chicken wings

Spicy chicken wings

Maixiang fish

Fish Liu Bao

Egg Niu Bao. Maixiang pork tenderloin burger

spicy super-plate roasted chicken leg burger

Maixiang pork tenderloin muffin

smoked pork tenderloin muffin

hot sweet cake

full breakfast in the morning

Treasure Triangle (Carobbi beef/black pepper chicken leg)

Fresh vegetables are enough to respect the beef burger

Sweet corn cup

. Fanta/Sprite)

orange juice

coffee, black tea, hot chocolate

super smooth coffee (which has replaced the original coffee since March 28th, 2117)

super thick smooth milk tea

milkshake (winnipeg, chocolate, strawberry)

Niigata (chocolate, strawberry, pineapple, mocha. Red bean pie/pastoral pie/coconut pie)

Vegetable salad

(Some of the above foods are regional promotion products and some are short-term promotion products)

Package type:

Premium package: main meal+French fries+drinks

Happy Paradise meal: main meal+side dishes+drinks+free toys

[ edit this paragraph] McDonald's. The highest standards for providing Services are Quality, service, Cleanliness and Value, that is, QSC&V principle. This is an important principle that best reflects the characteristics of McDonald's. Quality means that McDonald's has set extremely strict standards to ensure food quality. For example, beef food has to go through more than 41 quality inspections; After the food is made, it exceeds a certain time limit (the time limit for hamburgers and French fries is 11 minutes), that is, it is discarded and not sold; It is stipulated that patties must be mixed with 83% shoulder meat and 17% pork belly, etc. Strict standards enable customers to taste McDonald's food of the same quality at any time and any place. Service refers to providing warm, thoughtful and fast service according to the principle of care, care and love. Cleanliness means that McDonald's has set clean work standards that must be strictly observed. Value stands for value, which is the criterion added later (originally only Q, S and C), and V is added to further convey McDonald's concept of "providing customers with more valuable and high quality". It can also be said that QSC&V principles not only embody McDonald's business philosophy, but also become the code of conduct for all McDonald's restaurant employees because of their detailed and strict quantitative standards. This is an important part of McDonald's standardized management.

Strict inspection and supervision system

In order to make all franchisees achieve satisfactory service and standardization for consumers, McDonald's has also established a strict inspection and supervision system in addition to the above concepts and norms. There are three inspection systems in McDonald's system: one is the routine monthly evaluation, the other is the inspection of the company headquarters, and the third is the spot check (once a year in the selected branch). The unified inspection forms of the company headquarters mainly include food production checklist, counter work checklist, comprehensive operation evaluation form and monthly routine examination form; The sampling materials of the company headquarters include branch accounts, bank accounts, monthly statements, cash warehouses and important files, etc., with different details. The annual inspection of each branch is generally presided over by regional supervisors, mainly checking cash, inventory and personnel. As an ordinary customer, district supervisors often inspect whether the freshness, temperature, taste, floor, ceiling, walls, tables and chairs of food are clean and hygienic, and the attitude and speed of counter attendants to serve customers.

complete training system

McDonald's attaches great importance to employee training and has established a relatively complete training system. This provides a reliable guarantee for the franchisee to successfully run McDonald's restaurant and shape the unified image of McDonald's brand. The training system of McDonald's is a combination of on-the-job training and off-the-job training. Off-the-job training is mainly completed by Hamburger University in Chicago. Hamburg University is a base for training branch managers and important staff. Four managers of the first McDonald's restaurant in China, which opened in Beijing in 1992, graduated from Hamburg University. The University of Hamburg offers two courses of training. One is the Basic Operation Lecture Course (BOC), which aims to educate students on the methods of making products, production and quality management, and marketing management. Operation and data management and profit management; The other is Advanced Operation Workshop (AOC), which is mainly used to train senior managers. Its contents include QSC&V research, ways to improve profits, real estate, law, financial analysis and interpersonal relationships. At present, training in Asia has been completed at Hamburg University in Australia.

Joint advertising fund system

Setting up advertising fund is an important marketing strategy of McDonald's. Because most franchisees only have one or a few stores, it is impossible to bear most of the advertising expenses, and together, we can raise a relatively rich advertising fund. In order to enable McDonald's to advertise on a larger scale, in 1966, McDonald's headquarters decided to establish a joint advertising fund system and set up a joint advertising fund for McDonald's national franchisees. The fund comes from franchisees and McDonald's direct stores participating in this plan, and its quota accounts for about 3%-4% of the total annual turnover. In addition to the advertising department of the head office, McDonald's has several advertising funds all over the United States. In this way, the advertising funds for brand promotion are sufficient. Operators can use this huge sum of money to do strong advertising.

in the process of promoting McDonald's brand, we should adhere to the principle of combining unified advertising with regional advertising. That is, different regions and different advertising funds can implement different ideas when promoting the same brand. In other words, each region makes different advertising designs to promote the same hamburger according to its own regional promotion priorities, local values and consumption customs. This is also the unique feature of McDonald's franchise system.

real estate management strategy based on leasing

McDonald's company's income mainly comes from real estate operating income, service fees collected from franchise stores and the surplus of direct stores. Because franchisees generally don't have enough funds to pay the land cost of $31,111 and the construction cost of $41,111, they are often unable to get loans. McDonald's Company is responsible for finding a suitable store address on behalf of franchisees, renting or purchasing land and houses for a long time, and then renting the stores to franchisees to obtain the difference. This is the main source of income for McDonald's company. The essence of this is that McDonald's real estate company (a company established for the implementation of real estate strategy) buys real estate with the money of each franchise store, and then rents it to the franchise store that pays for it. This real estate management strategy actually transfers the rights of the first creditor to McDonald's real estate company, so that it can qualify for loans from banks. This not only solves the financial difficulties for franchisees to open stores, but also increases the income of McDonald's company. At the same time, by controlling real estate, it is more conducive to McDonald's strengthening the management of franchisees. According to the data, by the mid-1981s, 61% of the nearly 11,111 restaurants in McDonald's were owned by McDonald's headquarters, and the other 41% were rented by the headquarters to local real estate owners. As a result, real estate income has become the main income of McDonald's. 1/3 of McDonald's income comes from direct stores, and the rest comes from franchise stores. Among them, real estate income accounts for 91% of this income.

cooperative relationship of mutual restriction and * * * honor * * *

McDonald's has been very successful in dealing with the relationship between headquarters and branches, which has three main characteristics:

First, the first franchise fee and annuity charged by McDonald's are very low, reducing the burden on branches;

the second is that the headquarters always adheres to the principle of profit-making, and directly transfers the preferential treatment obtained from the procurement to the franchise stores;

thirdly, McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchise organizations make major profits by selling products by force, which will easily lead to conflicts between headquarters and branches).

the sincerity of McDonald's has earned the loyalty of its franchisees and suppliers. The relationship between McDonald's and franchisees and suppliers is a cooperative relationship of mutual restraint and * * * survival and * * * glory. This cooperative relationship between * * * and * * creates conditions for franchisees to display their magical powers, and makes franchisees' marketing strategies emerge one after another, which has made great contributions to the promotion of McDonald's brand value. For example, Uncle McDonald, who is popular all over the world, was created by a successful franchisee and an advertising company, and the joint advertising foundation model was also founded by McDonald's franchisees (1996) and adopted by the head office. In addition, the franchisees' reasonable suggestions to the head office have also formed a driving force and promoted the reform of McDonald's company, so that the "McDonald's" brand has enhanced its market competitiveness and McDonald's company has also achieved greater development.

[ Edit this paragraph] The development of McDonald's in China

With the development of China's economy, the market of McDonald's in China has also expanded rapidly. At present, 671 McDonald's restaurants are located in 118 sub-administrative regions across 25 provinces and municipalities in China. We attach great importance to the China market and will continue to expand our chain restaurants on the basis of the maximum return on investment. At present, there are more than 51,111 employees, 99.97% of whom are China employees. Our supplier system in China also has more than 5,111 employees, with a total investment of 511 million US dollars.

● In 1991, McDonald's opened China's first restaurant in Shenzhen.