There is no doubt that McDonald's with more than 31,111 stores and KFC with more than 11,111 branches rank first and second in the fast food industry. They provide competing products and services, and their operation and management methods seem to be opposite, but they have achieved great success. What's the secret? This book makes an in-depth comparison and analysis from the aspects of store location selection, customer service, product strategy, supply chain management, chain operation, etc., and completely reveals the success of catering giants.
1. "QSCV", And "CHAMPS"
McDonald's
Q: quality first
S: excellent service
C: clean and safe
V: value for money
KFC
C: clean and elegant environment
H: sincere and friendly reception
A: accurate supply
. Seven steps
McDonald's
standardized counter service
59-second fast service
"TLC" concept
"registered trademark"-smile
KFC
seven steps
mystery customer system
service upgrade
Special topic: control of catering service quality
Cultural products
the system of "store manager's personal inspection"
implementation of "obsolete and scrapped"
KFC's
localized recipe design
"localized" attempt
Special topic: hygienic management of food raw materials
Chapter IV Strong publicity strategy and advertising creative experts
McDonald's
attract more "eyes" < Kfc
pays attention to advertising creativity
multi-dimensional advertising strategy
public relations sponsorship activities
Special topics: several forms of restaurant public relations promotion
Chapter V "Changing Face" plan and playing "Health Brand"
McDonald's
Shaping McDonald's brand
McDonald's "Promotion Manual"
Younger "Changing Face" < Theme of KFC Sports Group
Program: What is a catering brand
Chapter VI Regional Evaluation and Business Circle Scoring
McDonald's
Regional Evaluation
No Rush Card
KFC
Business Circle Scoring
Calculation of Customer Gathering Point
Topic 1: Characteristics of Restaurant Business Circle
Topic 2: Location of Restaurant. Arch
Uncle McDonald
Standardized design
KFC
Colonel Sanders
Overall image packaging
Special topic: Designing restaurant signboards
Chapter VIII Standardized joining and "not starting from scratch"
McDonald's
Franchise system
Standardized joining operation
Eight functions of the headquarters. Operating from scratch "
franchisee training
Special topic: management of chain restaurants
Chapter IX Standardization of supply system and chain * * * Rong
McDonald's
Standardization" handshake "
Establishing a perfect supply network
Partners on the same front
KFC
Chain * * * Rong
supplier star rating
supplier training
Special topic: control of procurement cost
Chapter 11 Logistics outsourcing and headquarters distribution
McDonald's
*** Raw "fish"
never runs out of stock
Ensure fresh raw materials
KFC
Relying on Yum! Brands
Multi-temperature Distribution
Special topic: How to do a good job in raw material acceptance
Chapter 11 Employee Evaluation Manual and "Restaurant Manager First"
McDonald's
odd jobs system
. Office manager first
encouraging culture
encouraging identity cards
working together
Topic 1: the content of employee training
Topic 2: the key points of employee assessment
Chapter 12 Crisis management experts and crisis public relations
McDonald's
"Sanyi coach" Event No.1
Coping with "Anti-Fast Food Trend"
SARS Event
Public Relations of Danger Chicken
Special Topic: How to Deal with Crisis Event
Chapter 13 Global Networking and Asian Raiders
McDonald's
Global Networking
Made in Japan Myth