In China, now mention fast food, people must say McDonald's, KFC, Chinese fast food completely without tension and anger, can be viewed in this way, McCann is helping us to train people. Now a Chinese fast food enterprises in Guangzhou as an example to start the analysis, for the convenience of discussion, we and this enterprise called D fast food or D enterprises. This article is only a discussion of the business, not a judgment on the merits of the relevant enterprises, please do not take a seat.
Background: D Fast Food, formerly a bakery, began to do Chinese fast food in the early 1990s, imitating the McDonald's form of decoration, design store, service is also modeled on McDonald's, all aspects of learning from McDonald's, and good treatment of employees, so began to develop rapidly, and gradually introduced McDonald's personnel management, distributed in the high, medium and base levels, greatly improving the overall management level, to 2001, the development of 24 outlets. In 2001, the development of 24 stores, all located in Guangzhou, early 2002, an additional 6 stores, closed 1 (non-operational reasons), 10 years to develop 29 stores, these stores are basically making money, and the other one from the D out of the enterprise C fast food 2 years on the development of 22, one of them for the more profitable seafood restaurant, all directly managed, the family has a profit, and the cloth is extremely rich in thought. Therefore, triggered me how to correctly learn McCann's thinking, but also take this corner to D fast food into the words:
1, the employment system.
McCann hiring management grassroots will go through so many stages.
- Resume screening.
- Interviews.
- OJE placement.
-Interview with Operations Manager.
-Notification to work.
Step 1 to Step 2 time is one week for resume screening ---- interviews.
Step two to step three is one week for interviews ----- to arrange OJE internships.
Step three to step four is another week to schedule an OJE internship ------ operations manager interview.
Step four to step five will have to wait another week for the operations manager interview ------ notice to work.
To finally get to work at McCann after a month to two months of waiting to do so. There must be some reason for McCann to do this. But we have to carefully analyze, they do this is why? And we can't simply copy the recruitment. In fact, they must be thinking about whether this method of testing candidates is adapted to the E-era, because the author has participated in an interview with KFC, and they don't have to use such a long period of time anymore, but use a more flexible method. And the hiring process of Enterprise D is still in the same place, it still takes one and a half months or even more than two months, without making any contact in between. Any enterprise is a competition for talents, can such a hiring process hire truly talented people, and is this method the best practice for a small enterprise under development? The way to see if a business is growing is to see if its human resources department is strong. As the god of business, Y.K. Wang, said, management is first and foremost personnel management.
2. Operational mindset.
Humility makes progress. D business development is **** witnessed, and indeed in a certain customer groups have gained praise, I also think that D's many practices are desirable, but D part of the enterprise began to "a big company" as a self-proclaimed, like to put up a fight, the tone is also thick up, really make people laugh, D in Guangzhou development is not yet firmly rooted, let alone in the country or the global competition, should be the mindset, should be a good idea, and should be a good idea, and should be a good idea, should be a good idea. Competition, the mentality that should be modest and cautious, practicing hard, the image of a wide range of talent is right, not to mention the familiar McDonald's, KFC, the same Chinese fast food, than the United States of America's Panda fast food, the Philippines, Happy Bee, D corporate management, development, scale and so on, it seems ridiculous, or "digging a deep ditch, wide accumulation of food, slow to dominate the" is better.
3, people-oriented.
People-oriented is now the buzzword in the business world, but there is when the method used, there is when the decoration used. In McDonald's, you can do a few hours will be able to take a break for a moment, the restaurant manager and the staff relationship is also more cordial, more encouragement, we are all zero hours of work, hourly management, the average employee three dollars and five dollars per hour, we are doing a very happy, D fast-food hourly wage is four dollars, but many people still feel that it is not good enough, thinking that they are four dollars. Of course, there are many factors, so that employees feel that all they get is money, then of course the employee turnover rate to rise, if it is to get something other than money, then of course everyone is happy. Respect for employees, care for employees, according to a variety of staff mentality, adjust their own management methods, the real staff as the fundamental survival of the enterprise. Let each employee feel the value of their own labor, willing to do a little more, do a better job, then our business is not prosperous is also difficult. The company is not good to the staff, but the staff of the customer service is very good, this logic must have a problem.
Good employees can not be retained, the enterprise is not attractive, the staff's fun and hope elsewhere, how can we still compete with McDonald's KFC?
D a leader of the enterprise, "the pursuit of the shareholders to maximize the interests of the" hurt the staff's heart.
4. corporate training
D enterprise also has a training department, one of the training department of the director, to a store opened soon to guide the training, but only to point fingers, criticize a pass, rather than personally do the demonstration. Such training is simply a discredit to McDonald's if it is learned from McDonald's. A friend who works in McDonald's told me that the viewpoint of McDonald's training is to learn by doing, which also means to teach by doing. Training is always the cheapest and most valuable investment.
In Enterprise D, a trainee manager who has been working for a year, during which time he has only received a simple SOC training, text lessons only, the training seems to be too insufficient, and one of the reasons for this is actually worried that the employees will learn to jump to the competitor's place or start their own business. Think of the time when Konosuke Matsushita can be the life of the company's industrial plastics formula to tell ordinary employees, what kind of courage to have what kind of business, if it is worried about fear of others to learn, McDonald's, KFC probably will not have today's prosperity. In D fast food a better store in this system, the skillet burned to reddening on top of the things have not been put, found wrong, and hurried to pour some cold water up, if it is a novice can be forgiven, but she is an employee who has been working for more than a year. This is a clear sign of insufficient training, whereas at another Enterprise D location, an employee fresh out of McDonald's was skillfully doing maintenance work on the skillet. The soldiers are trained, the soldiers are strong, and the winners and losers are seen. If you don't have complete training and can't provide first-class service, how can you compete with others.
5. Creation and implementation
D business "Operations Manual" also has a large book, may also be the comrades of McDonald's to get out, which there is a point, the provisions of the restaurant trainee manager or more than each person every day with more than three customer exchanges, but the D business of a restaurant manager, said that the majority of people did not do so.
A good management system, implemented? No implementation, and no, what are the two different? If anything, it is not implemented, and later employees on the system is also looking at the system. The system can not replace the management, not when reflecting on the management can not talk about, only after reflecting on the improvement can be called management.
On the other hand, some of the leaders of enterprise D also over-emphasized the implementation, and did not make effective incentives to encourage staff to work on some valuable creation. Successful management system can help the enterprise to success, and at the same time will prevent the enterprise to greater success, and even in the change of the market environment to react poorly, to the decline. Such as McDonald's more than ten years are not eat beef in India to implement the company's menu, in the Philippines by the happy bee hit everywhere before starting to introduce Chinese flavors.
At the beginning of the development of McDonald's, many outlets are doing research to develop many new products, more absolute is the Japanese McDonald's, in the learning to develop a new cash register system, but instead hit back to McDonald's headquarters. The father of the Japanese McDonald's Fujita also studied the hugely popular rice burger, not fried in oil, but like the Chinese buns with a steamer to steam, can you say he did not implement the company's policies?
According to the implementation of the book is by no means the best implementation, the so-called implementation, I think, is to fully understand the intentions of the company, fully understand their own situation, and the implementation of the company's methods, the purpose is the result, rather than the process. In my opinion, the company's system to be implemented, to be creative in the implementation, do not implement without thought.
6. image publicity
McDonald's KFC is mainly through the TV, newspapers, DM, etc. to do publicity pull, Chinese fast food can not be learned, so the consumption of resources, short-term results can not be achieved, we have to eat a lot of pain. d in this regard have suffered a lot of pain, in vain, with some of the profits. And from the D fast food out of the C fast food, in this regard is more provincial, the funds are mainly used to open outlets, stores focus on cleanliness and hygiene, decoration in general. The cost of opening a branch is at least 1/3 to 1/2 less than D fast food, that is to say, C with the same amount of money, you can open more stores than D. Is this publicity better? See, buy and be happy to buy. Coca-Cola's three principles of C fast food is used. C fast food in Guangzhou's current development speed than its master D fast food much faster, in a district of Guangzhou, C fast food before and after the left and right of several stores, D fast food only one store surrounded by the surrounding business district, the business of the office building is basically taken over by the C fast food. Not only is D fast food, McDonald's a store is also trapped by C. D in order to their own corporate image, a core city in the field to open a few stores, because away from the headquarters, the terrain is not familiar with the supervision is not strong, a few stores struggling to support, want to maintain are exceptionally difficult to take out of the headquarters every year to fill the hole in the silver, for the sake of the image, the loss of money do not dare to turn off in the end to save face, or to the strength of it?
7. sales channels
Here to borrow the term fast moving consumer goods to speak. I think fast food can actually be like fast moving consumer goods to operate, the interesting thing is that the leadership of KFC in China over McDonald's Su Jingshi, is from P&G out.
Shopping malls and supermarkets
In shopping malls or food courts, open windows in the food street, and D Enterprises set up store in the food street opposite a wholesale clothing market, and business was good. At its peak, a day of sales revenue of nearly 100,000 dollars. In addition, some supermarket chains have also done Chinese fast food business, first to do casual snacks, and then simply sell rice, such as Guangzhou, a supermarket chain in the store's deli department opened a fast food business, a boxed lunch, two meat and one dish, only to sell four dollars, but also send a bowl of soup, but also extremely popular. In another small city in Guangdong, a chain of supermarkets, boxed lunch hot business, and next to a claim to be the world's largest Chinese fast-food sub-number of light business in stark contrast.
Secondary cities:
McDonald's KFC is still the main battlefield for the big cities, but the Chinese fast food can be a good share of the market in secondary cities, I have found in Shandong Weifang train station is not far from a "JJ fast food", business is very hot, it is open in another small town branch is also crowded to see the management of the operation, just general, if the D business to open a store here. D enterprises to open stores here, huh. Qingyuan, Guangdong Province, a fast food called "BBG", business is also very hot, secondary cities, because the modern fast food business has not yet begun, or just started, but easy to succeed, these places, once these places to occupy the market, not to mention the McDonald's KFC no oil and water fishing, I am afraid that even a good place to open up store is difficult to find.
Service output:
The brand and service output, to contract enterprises and institutions of the cafeteria, to do the staff meal, at least for the time being, McKeown is unable to compete with Chinese fast food in this regard. Some of the domestic Chinese fast food in this regard to make a better attempt, D enterprises have tried, but did not succeed, the reason is not the failure of business management, but D did not make a new attempt, the author believes that D enterprises can not give up, and should be well summarized, and strive to make a difference in this market.
Takeaway business:
Delivery to the door, which is also a Chinese fast food against McCann's weapon, Beijing's Lihua fast food in this area to do enough work, occupying most of the market in Beijing takeaway delivery. D enterprises also have a business in this area, but passive delivery, and did not go further to dig, and from it out of the C fast food, has begun to pay attention to it. Delivery of food at the same time, but also active distribution of small advertising menu.
Group purchase (group package meal) business:
Hong Kong Café de Coral, Fairwood, Maxim's and other Chinese fast food, are in the student meal this market to earn a smile, but unfortunately, D fast food has not yet been able to perform. Japanese food and beverage titan Ichikawa Jihei even proposed meal restaurant should follow the crowd, they go to the mountains, we go to the mountains, they go to the beach, we also go to the beach. Shenzhen open high fair, noodle king and other Chinese fast food made a fortune, Chinese fast food kitchen is simple, easy to move, McCann how to fight with us.
Internet:
Currently, McDonald's and KFC have not started selling online. But they may be able to start selling online in a day's time.D enterprises also did not do this work, only in the repeated calls of the public only began to engage in a very difficult to go up to the site, just for simple business introduction, and the previously mentioned C fast food and some other fast food restaurants, has been in some food sites to call the opening of the reflections are not bad. Some fast food in Beijing in this regard also do better. d enterprises to reflect.
8. business approach.
The four major differences, bring different ways of doing business. Therefore to learn in the innovation. Western fast food and Chinese fast food compared to at least four major differences:
First, the product is different. Western-style fast food is mainly burgers, fries, fried chicken, beef, etc., these and the Chinese people's tastes differ greatly, the nutritional composition is different. The audience is different, so the business idea will be different.
Second, the customer is different. Poor countries eat Western-style fast food is to eat flavor, eat culture, rich countries eat Western-style fast food is to eat cheap, Chinese fast food is the opposite. Eat Chinese fast food people pay attention to eat well, nutritious and delicious, customers are different, marketing psychology is different, then we have to use the marketing strategy should be different.
Third, management is different. Western-style fast food is mainly to fry and deep-fried, the work is relatively easy, not as hot as our kitchen, tired, dirty, noisy, because Chinese food is juicy, rich in content, send meal post is busy when it is easy to make a mistake, after the meal produced a lot of garbage, so we are more than the Western-style fast-food employees in various positions to work hard, the workload is large, and our existing wage level is not high, so the staff's Psychological pressure, physical pressure are very large, if we use the western fast food management staff of that set of management of our Chinese fast food staff, is far from enough, China's history books as vast as a sea of all write how to manage, our own thing is very good to use, do not have to copy and imitate.
Fourth, the marketing approach is different. McCann's profits than we are large, you can use the power of the huge advertising campaign to pull customers to the door, we follow to do will be dragged across, they are accustomed to waiting for the rabbit, we can not learn, have you ever heard of the McCann initiative door-to-door marketing to the units to contact the work meals and overtime meal business. Or contracting the staff canteens of other units? We Chinese fast food can do a lot of things.
9. Learning organization.
The highly standardized fast food giants like McCain have also hired some professional companies to do training on creating a learning organization.
Small improvements can lead to big success, and Enterprise D has been recruiting trainee managers all year round and asking for improvement ideas, and by constantly doing this kind of work, Enterprise D's fast-food restaurants are becoming more and more standardized and perfect, but I think Enterprise D hasn't done enough in-depth and thorough work, and this kind of recruiting to bring up ideas for improvement doesn't have the best effect, and the good ideas always come from inside the enterprise, not from the outside. A problem, that is, the creation of Chinese fast food learning organization.
A learning organization is never all about reading, but about inspiring all about research.
Ren Zhengfei, the old president of Huawei, encouraged the staff to work on small improvements and not to think about big improvements. When you think about it, it does make sense.
The catering industry as a detail-oriented industry, the accumulation of fragmented experience is very important, the author has called for D enterprises:
Management must have a research heart, the ability to accept new knowledge and new things must be strong, diligent reading, observation, comparison and thinking, and constantly learning and accumulating more knowledge and experience, to run the Chinese fast food with this attitude, and strive to their own store! It is a learning organization, so that everyone has a heart for research.
If the people in the cashier's office have a heart for research, then they can tell at a glance what and where the customers are, and then they can effectively recommend food to the customers, and the customers will not go away, and they will buy more.
If the hall has a research heart, he will know how much time it takes for men and women to eat different foods and how much garbage they produce, so he can allocate time in his mind, not to walk around frequently, affecting the guests' meals while making himself very tired, and he will also ask the guests what else they need that is not met, which will not only make the guests happy but also help us develop the best-selling varieties and improve service. Best-selling varieties, improve the level of service, to attract more customers, he will also also be full of seats, brighten the lights, raise the room temperature to speed up the turnover of seats;
If there is a research heart to send the post will know what time to time will sell what things, then we will be ready to do the work, will not be busy in the peak period, make mistakes, out of stock or let the guests to wait for a long time if Our preparation (food) has a heart of research, then it will cut out the same size ribs, the hall surface in dealing with customers complaining about ribs too small will not be troubled, the customer will be surprised to hear that our restaurant "every piece of ribs have been weighed on the balance, the error is not more than 0.5 grams, he will also be happy to tell 250 people, to bring us more sources of customers, do not think that this is impossible, and the restaurant will be the best place to eat. China's father of Western-style fast food Wang Dadong said the same exact words, his Ledgers restaurant is still called Rogers on the realization; kitchen miscellaneous if there is a research heart, will find that this period of time the core of the vegetable is not tasty, returned to the factory, replaced by fresh lettuce, rather than passively wash the vegetables, she will also be based on the different rice cooked rice with the same softness and hardness, the water content of n%, if we can accurately say that these data, and the number of customers. Ask which fast food can ignore us.
If our frying pan has a heart of research, he will be hundreds of thousands of Chinese delicious frying method to a big revolution, research hundreds of dishes can be fried in three minutes, then our fast food industry to provide not only the taste of the food industry can be always new, and will not appear "sold out" of trouble.
If our noodle stalls have a research heart, he will study the convenience of soup ingredients, in three minutes to make all kinds of powder, noodles, people unified, Master Kong's instant noodles, instant noodles, convenient fans with boiling water, three minutes to be very tasty, we have so many ingredients, and the temperature of the gas stove so high, it should be a large number of enough to cope with, why let the guests wait for more than ten minutes?
Improvement is never-ending, and here are just a few examples. Improvement is not the work of the top, the top also need to encourage people to improve with action, do not always overemphasize the implementation. If everyone has a research heart, then the heavy, trivial work will become lively and interesting, staff physical and mental stress will be reduced, our service will be better, our restaurants will develop more and more job experts, can easily replicate a number of core stores, model stores, then we expand to the country, to the world there will be a tight foundation.
We do a little bit of each, it will be much better, and a little bit of each, it will be much worse.
10. Industrialization.
Industrialization is never the bottleneck of Chinese fast food, don't be cheated by foreign fast food. The essence of industrialization is to require fast food fast supply, constant quality, rather than industrialization for industrialization and industrialization.
A lot of people on the Chinese fast food put forward a lot of positive views, including a lot of industrialization, standardization of calls, so far, the world's Chinese fast food is not a realization of the industrialization of industrialization, industrialization is like a "Maginot Line", temporarily bypassing it may be better, the United States of America's largest Chinese fast food business Panda fast food has not been achieved, and now claim to have achieved industrialization of the Philippines Happy Bee, but only a part of the industrialization, do not forget that the Philippines Happy Bee is not the most industrialized. is partially industrialized, do not forget that the restaurant is not a food factory, it belongs to the service industry, its main product is service. We are talking about forgetting industrialization for the time being, not not industrialization, and the industrialization of enterprise D is also making continuous attempts to pay for it, for example, D will combine the frying post and the deep-frying post of McDonald's into a single one, and set up a frying post to provide something that can be made in three minutes, such as chicken wings with hot and spicy sauce, crispy rolls, hamburgers, etc. I had also asked enterprise D to provide some information to me at that time, and I have also asked enterprise D to provide some information to us. The author also made a suggestion to D Enterprises at that time, so that things that can be done in the factory do not get in the kitchen, in order to save space and time in the kitchen, and now D's Gillette pork chops do not have to take the time to whack, directly into the pot to fry, black pepper beef tenderloin do not have to be processed, directly on the frying station, the output speed of a number of times faster. You should know that in the fast food industry, every second is valuable. Chinese fast food staple food many fast food restaurants have been industrialized, to be industrialized is actually dishes, dishes can actually gradually industrialized, but unfortunately, D enterprises in this regard is not enough attention, in fact, a lot of dishes can be industrialized, such as the Philippines Happy Bee, is the first large portion of the dishes in the factory to do after the cooked, and then frozen, with only to be divided into small portions of heat according to the number of people to heat up can be, the speed of the speed of the very fast, which is a really good! This is a really good idea, no wonder they can beat McDonald's. Many people say that McDonald's is not to the taste of the Chinese people, in foreign countries is called "junk food" and so on, I do not agree with this statement, this is like saying that people are "dying capitalism", people are so bad, but also beat them, only to prove that they are not capable.
To the end of the time, as if we should also shout a little "Chinese fast food will occupy the world," "will beat McCann" and other slogans, but we and McDonald's, KFC's battle is not a war of words can win, the division of its foreign technology, learn modern fast food management techniques, hard work, the essence of Chinese fast food, we will win without a fight.