Company Type: Listed Company (new york Stock Exchange)
Now the slogan is: I love it!
Established on: 1954
Headquartered in Oakbrook, Illinois, USA.
Important people:
Founder ray kroc.
Andrew J. McKenna, Non-executive Chairman of the Board of Directors
Jim Skinner, Vice Chairman and CEO of the Board of Directors.
President Michael roberts and Chief Operating Officer.
Industry: restaurants
Number of employees: 418,000
Main products: chain fast food, dessert, children's clothing, etc.
Revenue: USD 6543.8+USD 500 million (2006)
Official website:
[Edit this paragraph] Introduction of McDonald's Company
McDonald's is the largest fast food chain in the world. It is a chain fast food restaurant mainly selling hamburgers, which was founded by McDonald's Brothers and ray kroc in the United States in 1950s. Around the world, McDonald's restaurants are spread all over six continents 100 countries. 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 provides free toys, such as dolls in Disney movies, which is very 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 attack 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 a representative of the invasion of American lifestyle.
[Edit this paragraph] Company profile
The most famous McDonald's brand of McDonald's in Israel has more than 3 1000 fast food restaurants, which are distributed in 12 1 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 200 1 year, McDonald's company's total revenue reached148.7 billion US dollars, and its net profit was 164 billion US dollars.
Most McDonald's fast food restaurants provide English translation of counters and drive-ins, which means you can get to the restaurant without getting off the bus. Customers can drive to the door to order food, then bypass the restaurant and pick up the meal at the exit. ) Two service modes, indoor dining and sometimes outdoor seating.
Drive-in restaurants usually have several independent stations: parking, checkout and pick-up points. Generally, the latter two stations will be merged.
(It is reported that because the minimum wage of employees in North Dakota is obviously 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 2005 to accept and handle drive-through telephone orders from Oregon and Washington to alleviate this phenomenon. )
In some areas, there will be McDrive on both sides of the main road, which is an avenue without counters and seats for entertaining night drivers. This avenue often appears in downtown areas with high population density as a simplified way to drive-in restaurants.
Some special theme restaurants still exist, such as the theme restaurant of Locke McDonald's in the 1950s, and some carefully selected McDonald's restaurants located in large indoor or outdoor playgrounds in suburbs and some cities. They are called McDonald's playground. This type of restaurant first appeared in the United States in the 1970s and 1980s, but it appeared later in the world: for example, most parts of Canada did not appear until the mid-1990s.
McDonald's Company donates part of its turnover to charity every year. When the founder ray kroc died, he set up the 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 roll (new product)
Roast chicken folding (new product)
Hamburger beef patties
Single cheeseburger
Double cheeseburger
A cheeseburger/double cheeseburger.
Jiangjun hamburger
Big Mac
Zu Baliang
Maixiang chicken
Braised chicken leg hamburger (original/spicy)
Spicy chicken wings
Spicy chicken wings
fillet
Yuliubao
Danxiang Niu Bao
Pork tenderloin burger/Maixiang pork tenderloin burger
Spicy special grade ban roast chicken tuibao
Mai Liu Xiangzhu Dan muffin
Wheat flavored pork muffin
Bacon egg muffin
Re Tian cake
Full breakfast is provided in the morning.
Treasure Triangle (Carobbi Beef/Black Pepper Chicken Leg)
Shu Xian Zuzun Niu Bao
Sweet corn cup
Crispy chicken roll with wheat sauce
French fries
Twisted strip steel
Mcnugget chicken (chicken nuggets)
Carbonated drinks (Coke/Fanta/Sprite)
orange juice
Coffee, black tea, hot chocolate
Super-smooth coffee (replaced the original coffee after March 28, 2007)
Super strong milk tea
Milk shake (Winnipeg, chocolate, strawberry)
Xindi (chocolate, strawberry, pineapple, mocha)
Crispy omelet
Maixuanfeng
Pie (apple pie/millet pie/taro pie/banana pie/pineapple pie/mung bean pie/red bean pie/pastoral pie/coconut pie)
Vegetable Salad
(Some of the above foods are regional promotional products and some are short-term promotional products. )
Packaging type:
Value package: main meal+French fries+drinks
Happy Paradise Meal: main meal+side dishes+drinks+free toys.
[Edit this paragraph] McDonald's management
Clear business philosophy and standardized management
The golden rule of McDonald's is that customers come first and customers always come first. The highest standards for providing services are quality, service, cleanliness and value, which is the 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 40 quality inspections; After the food is prepared, it will be discarded after a certain time limit (hamburger time limit is 10 minute, and French fries time limit is 7 minutes). It is stipulated that patties must be mixed with 83% shoulder meat and 17% pork belly. 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, love and care. Cleanliness means that McDonald's has set clean work standards that must be strictly observed. Value stands for value, which was added later (originally only Q, S and C), and V was added to further convey McDonald's concept of "providing customers with more valuable and high quality". It can also be said that QSC&V principle not only embodies McDonald's business philosophy, but also becomes the code of conduct for all McDonald's restaurant employees because of its detailed and strict quantitative standards. This is an important part of McDonald's standardized management.
Strict inspection and supervision system
In order for all franchisees to 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 routine monthly evaluation, the other is inspection at the company headquarters, and the third is spot check (once a year at the selected branch). The unified inspection forms of the company headquarters mainly include food production inspection form, counter work inspection form, comprehensive operation evaluation form and monthly routine inspection form; The sampling data of the company headquarters include branch accounts, bank accounts, monthly statements, cash warehouses, important files, etc. The details are different. The annual inspection of each branch is generally presided over by the regional supervisor, mainly to check cash, inventory and personnel. As an ordinary customer, the district supervisor often checks the freshness, temperature and taste of food, whether the floor, ceiling, walls, tables and chairs are clean and hygienic, and the attitude and speed of the counter attendant in serving customers.
A 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 franchisees to successfully operate McDonald's restaurants and shape the unified image of McDonald's brands. 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 Hamburg University in Chicago. Hamburg University is the base for training branch managers and important employees. 65438-0992 The four managers of the first McDonald's restaurant in China, which opened in Beijing, all graduated from Hamburg University. The University of Hamburg offers two training courses. 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 the Advanced Operation Workshop (AOC), which is mainly used to train senior managers. Its contents include QSC V research, methods to improve profits, real estate, law, financial analysis and interpersonal relationships. At present, the training in Asia is completed at the University of Hamburg, Australia.
Joint advertising fund system
Setting up advertising fund is an important marketing strategy of McDonald's. Because most franchisees have only one or several stores, it is impossible to bear most of the advertising expenses, and together they can raise relatively rich advertising funds. In order to enable McDonald's to advertise in a wider range, McDonald's headquarters decided to establish a joint advertising fund system at 1966, and set up a joint advertising fund for McDonald's national franchisees. The funds come from franchisees and McDonald's direct stores participating in this plan, accounting 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 will be sufficient. Operators can use this huge sum of money to make strong advertisements.
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 habits. This is also the uniqueness of McDonald's franchise system.
Real estate management strategy based on lease
The income of McDonald's company mainly comes from real estate business income, service fees charged by franchisees and the surplus of direct stores. Because franchisees generally don't have enough funds to pay the land cost of 30 thousand dollars and the construction cost of 40 thousand dollars, they often can't get loans. McDonald's Company is responsible for finding a suitable store address on behalf of franchisees, renting or buying land and houses for a long time, and then renting the stores to franchisees to obtain the price 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 to implement the real estate strategy) uses the money of each franchise store to buy real estate, and then rents it to the franchise store that pays for it. This real estate management strategy is actually to transfer the rights of the first creditor to McDonald's real estate company, making it eligible for bank loans. This not only solved the financial difficulties for franchisees to open stores, but also increased 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-1980s, 60% of McDonald's restaurants were owned by McDonald's headquarters, and the other 40% 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 which real estate income accounts for 90% of this income.
A mutually restrictive cooperative relationship, * * * honor and * * *
McDonald's is very successful in dealing with the relationship between headquarters and branches, which has three main characteristics:
First, the first royalty and annuity charged by McDonald's are very low, which reduces the burden on the branches;
Second, the headquarters always adheres to the principle of profit-making, and directly transfers the concessions obtained in the procurement to the franchise stores;
Thirdly, McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchisees make major profits by forcibly selling products, which can easily lead to conflicts between headquarters and branches).
The sincerity of McDonald's has won the loyalty of franchisees and suppliers, and the relationship between McDonald's and franchisees and suppliers is mutual restraint and cooperation. This cooperative relationship between * * * and * * has created conditions for franchisees to display their magical powers, and made franchisees' marketing strategies emerge one after another, making great contributions to the promotion of McDonald's brand value. For example, Uncle McDonald, who is popular all over the world, was jointly created by a successful franchisee and an advertising company, and the joint advertising foundation model was also founded by McDonald's franchisee (1996) and adopted by the head office. In addition, the franchisee's reasonable suggestions to the head office have also formed a driving force, promoted the reform of McDonald's company, enhanced the market competitiveness of the "McDonald's" brand, 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, McDonald's market in China has also expanded rapidly. At present, 670 McDonald's restaurants are located in 108 administrative districts of 25 provinces and cities in China. We attach great importance to the China market, and will continue to expand our chain restaurants on the basis of obtaining the maximum return on investment. At present, there are more than 50,000 employees, 99.97% of whom are China employees. Our supplier system in China also has more than 6.5438+0.5 million employees, with a total investment of 500 million US dollars.
● 1990, McDonald's opened the first restaurant in China in Shenzhen.
●1992 In April, Beijing Wangfujing McDonald's Restaurant opened, becoming the largest McDonald's restaurant in the world.
● When the first McDonald's restaurant opened in Guangzhou, it created the highest sales record in McDonald's history.
When Nanjing Confucius Temple Restaurant opened, it created the highest average consumption in McDonald's history.
● In August 2003, McDonald's first launched its franchise business in Tianjin.
social responsibility
Giving back to society is an important management principle of McDonald's. We encourage employees to use working hours and equipment to participate in McDonald's charity. Examples of McDonald's social responsibility include:
● Children's education-World Children's Day supports the education of poor children by donating money to charity; Uncle McDonald teaches children English and so on.
● Sports-advocate an active lifestyle and encourage customers to support charity marathon, Olympic day long-distance running, school sports meeting donation, uncle McDonald's off-campus activities, etc.
environmental protection
For the sake of the next generation, McDonald's thinks it is its responsibility to protect the environment. McDonald's environmental protection activities include:
● Community Cleaning Day: We encourage customers and branch employees to participate in community cleaning activities.
● Tree planting activities
● Recycling of used batteries and newspapers.
● Follow animal welfare and avoid destroying forests.
● Suppliers cooperating with McDonald's should strive for the lowest rejection rate and the highest energy efficiency ratio.
● 10% of the waste will be made into animal feed and other by-products through local treatment plants.
● Use CFC-free cooling systems, packaging and other restaurant equipment.
Personnel commitment
McDonald's China employs local staff whenever possible. In fact, 99.7% of the 50,000 employees in China are employed locally. We also employ disabled people to help them return to society and make contributions to society.
In addition to giving employees reasonable and fair salaries, McDonald's will also provide comprehensive training to ensure that McDonald's follows the business philosophy of "quality, service, neatness and value for money". Our employees are committed to realizing the brand mission of McDonald's, that is, to make McDonald's restaurant a favorite dining place and way for customers.
[Edit this paragraph] Criticism of McDonald's
McDonald's is the largest fast food chain in the world and one of the most criticized companies. Criticism and accusations against McDonald's include: squeezing workers with low wages. In Hong Kong, pressure groups concerned about labor rights, such as Legislative Councillor Lee Cheuk-yan, took to the streets to demonstrate that McDonald's hourly wage is the lowest in Hong Kong (HK/US.9, and the hourly wage in some branches is as low as 9 yuan dollars). In the name of providing job opportunities for the disabled, the elderly and the weak, they should be regarded as "slaves" and renamed as "slaves of McDonald's". In Taiwan Province Province, students who work part-time and study part-time are criticized and exploited by trade union organizations (the hourly salary is less than NT$ 2 in 70 yuan). In Chinese mainland, there are even Hong Kong media reports that the hourly wage of McDonald's in China is as low as 65,438 yuan +0.5 yuan, while the hourly wage of McDonald's in Malaysia is only RM3 (equivalent to 0.86 US dollars), and the hourly wage of work-study program is even less!
Sell unhealthy food: Many foods in McDonald's fast food are high in fat or calories, and there is no food suitable for vegetarians. In 2005, an American organization accused the French fries provided by McDonald's of causing cancer. Another survey pointed out that these fast foods not only lack the nutrition needed by ordinary people, but also lead to obesity. Hormones in meat may also make men grow female breasts.
Manufacturing packaging waste: Although McDonald's in Hong Kong has switched to recyclable paper and used thinner packaging materials as far as possible, this issue has never been taken seriously by local management in other parts of the world.
Environmental damage caused by agricultural production and industrial food processing.
In Britain, Helen Steele and Dave Morris criticized McDonald's and were accused of libel. McDonald's hired a professional lawyer and the lawsuit was fought for two and a half years. In the end, although McDonald's won the case, the lawsuit also damaged the image of McDonald's. The judge who heard the case admitted that some of the remarks made by the two defendants criticizing McDonald's were true.
Some people also criticized the way McDonald's protected its image and copyright. In Scotland, a small restaurant owned by a family for a hundred years was accused of infringing the trademark of McDonald's. In another single case, McDonald's banned the original creator of Uncle McDonald from performing in the image of Uncle McDonald.
In another case, McDonald's accused British Chinese of opening a China restaurant named "Machina" and infringing their trademarks. In the end, McDonald's lost the case, and the judge accused McDonald's of trying to seize the right to use all advertising languages that began with "Mc".
In 2003, Morgan Spurlock made a documentary about McDonald's. The title of the film is "Super Size Me" (literal translation: Give me the largest size; Taiwan Province province translates it as "Mai Pang Report" and Hong Kong translates it as "The Mystery of Being Healthy Without Losing Weight"). In the film, Spock suggests that McDonald's food is one of the culprits that lead to overweight Americans.
McDonald's later changed its menu, canceling the extra-large food and replacing it with healthier food. The menu changes just after the film was released at the film festival, but before it was officially released in the cinema.
This enterprise brand ranks fifth among the top 500 world brands in 2006 compiled by the World Brand Lab. The company ranked 329th in the ranking of Fortune 500 companies in the world in 2007.
198 1 year, when McDonald's chain store opened in Manila, almost everyone believed that the international fast food overlord would soon put its golden arch signboard all over the streets of the Philippines, and the happy bees with the same positioning as McDonald's would definitely die. But now, more than 20 years later, Happy Bee has expanded to 420 stores in the Philippines, with more than 40,000 employees, occupying 65% of the fast food market in the Philippines. According to Happy Bee executives, providing food suitable for Filipinos' tastes is one of the reasons for success.
A country with a population of less than 100 million and the best Filipino maids in the world has successfully left behind the world's largest catering giant, while in France, the sales of sandwiches are more than ten times that of French fries and hamburgers. What will defeat McDonald's in China? Where are the market opportunities?
Why McDonald's?
What is the core product of McDonald's? Hamburger, coke and French fries. Do customers really like these foods? 90% of people under 16 years old like it, but for people over 16 years old, the like rate gradually decreases with the increase of age. Including many personal business trips, fashion people, friends gatherings, etc. Going to McDonald's is not because I like it, but because I feel "sanitary and convenient".
"Children's Paradise" has firmly grasped young customers, and "hygiene and convenience" have made many temporary customers flock to it. In fact, McDonald's does not buy products, but sells the environment and experience. From the earliest tempting marketing of "Birthday for Children" to today's "I like it", including "McDonald's is not just a restaurant" or "24-hour shop", which fast food enterprise in China can compete with McDonald's?
First of all, we look at Yonghe (Yonghe Soymilk and Yonghe Dawang are not the same company, so for the convenience of research, we call it Yonghe Model), which mainly sells fried dough sticks, soy milk and steamed buns. First of all, products give customers different feelings. In the United States, fried chicken, cola and French fries are all junk products and have no sense of value. However, due to the blind worship of foreign enterprises and products when they entered China, and the price far higher than that of oil cakes, they established the image of high-end places in the eyes of Chinese people. In many works in the early 1990s, many white-collar workers were proud to go to McDonald's. Although it seems to be a joke today, in the era when there was no network interaction, consumption was basically influenced by advertisements and the environment, but McDonald's "fashion and hygiene" was generally recognized by the society.
Yonghe model has also achieved some success, but it is still far from McDonald's. The first is the choice of products, which faces great competition. The convenience and price of street stalls make most products inconvenient to take out. The case of red sorghum challenging McDonald's is profound enough: a product "can't jump out of the bowl, can't take it out of the store", and the consumption time is relatively long. The huge store cost makes the red sorghum in the early stage of entrepreneurship overwhelmed and lacks standardized management, making it difficult to gain an advantage in the fierce competition.
Around 2000, due to the huge business opportunities in the catering market in China, a large number of enterprises appeared in China, alongside McDonald's and KFC. Such as "Mackenzie Chicken", "Maihan Chicken" and "Kenle Chicken", but all of them have retreated outside the secondary market without exception, and even become "fried chicken legs" at the entrance of the farmer's market for five yuan. Sadly, we have to admit that McDonald's success is still due to its advantages of standardized management, product quality and strong capital expansion ability.
Who can challenge McDonald's?
So which companies are promising to challenge McDonald's?
First of all, products should conform to the consumption habits of the public and have long-term fixed consumer groups. For example, the relatively standardized "Good Glen" has been made in China. The product advantages of combining Chinese and western products are in line with the catering structure of children, teenagers and fashion groups, and they all have the basis to challenge McDonald's.
Unfortunately, the price of Haolunge has no advantage compared with McDonald's, and because it is a self-service catering mode, the cost per square meter is relatively high, which is easy for competitors to take advantage of (for example, competitors occupy space during the promotion period, occupying time and dining seats brings inconvenience to enterprises, etc.). ), resulting in a certain cost waste, it is difficult to carry out strong expansion. Moreover, due to the variety of products and low profit rate, the price of products is often affected by raw materials, which brings certain psychological price imbalance to customers. Don't underestimate the difference of a few dollars. If you see coupons distributed or printed in the pockets of teenagers and twenties, you will know how much they care about those few dollars. It's not that TAs don't have money, and mp3TA don't care about spending dozens or hundreds more on clothes, but as long as they can save a few dollars, they will always save. Enterprises should remember that sometimes ta only cares about this feeling of saving money, so the promotion strategy should also study customer psychology. According to the author's understanding of the catering market, if the price of Hao Lunge can be reduced below 30 yuan, and the average meal time per table is 60 minutes, Hao Lunge still has hope to challenge McDonald's.
The first McDonald's restaurant in China.
McDonald's Restaurant, located in the bustling East Gate of Shenzhen, is the first McDonald's restaurant in Chinese mainland. It opened on 199018 October.