1. Introduction to the founder

Ray Kroc (1902.1.14-1983.1.14) is the father of McDonald’s and a fast food giant. Born in Los Angeles.

He was once a young man eager to go to war. In order to be an ambulance driver for the Red Cross at that time, he told a harmless lie about his age and immediately participated in training. But he never left there for the battlefield, because the war ended shortly afterwards. Later, Kroc sold paper cups during the day and played piano for the radio station at night. Kroc was so captivated by the speed and efficiency of a new five-axis multi-function milkshake blender invented by Prince that he used the mortgage on his house and his savings to manage to obtain exclusive rights from Prince. For the next 17 years, he traveled across the United States working tirelessly to promote the blender. Unknowingly, he was 52 broken. 52-year-old Ray Kroc believes that the two most important elements in the catering industry are low price and cleanliness, and thus built the world's largest fast food kingdom: McDonald's.

2. Introduction to McDonald's

In 1937, the McDonald brothers started operating a simple drive-in restaurant in Pasadena, east of Los Angeles, and quickly became successful. But there were many imitators, causing the business to slump. In 1938, the brothers closed the drive-in restaurant and switched to fast food, which soon flourished. In 1953, a man named Fox paid only $1,000 to the McDonald brothers to obtain the McDonald's franchise, and then successively approved more than ten franchise stores. Since these fast food restaurants have no obligation to follow McDonald's operating procedures, they have seriously damaged McDonald's image and reputation. (The importance of unified management in chain operations) In 1954, Crocker, as the McDonald's franchise agent, handled the transfer of franchise rights for the McDonald brothers. Crocker set the franchise transfer fee at US$950, and soon he interpreted McDonald's as an excellent company, so people often regard Crocker as one of the founders of McDonald's. In 1961, the McDonald brothers transferred all of McDonald's to Kroc for $2.7 million. Over the next 30 years, thanks to Crocker's skillful management, McDonald's fast food restaurants became the fastest growing global enterprise. McDonald's fast food restaurant is recognized as one of the famous fast food restaurants in the world with its warm store atmosphere and franchise (operation) system.

McDonald’s is headquartered in Oak Brook, Illinois, where current U.S. President Jack Greenback and International President James Kentrub lead this multi-billion dollar company. An international company with U.S. dollar assets. McDonald's is the world's largest restaurant group, with more countries and regions having McDonald's than there are seats in the United Nations. Since founder Ray Kroc opened the first McDonald's in Plains, Illinois, in 1955, it has more than 28,000 restaurants around the world, covering 128 countries and regions around the world. The southernmost one is in Invicakir, New Zealand, and the northernmost one is Rovaniemi, a tourist resort in Finland. On Earth, a McDonald's restaurant opens every 15 hours. In China, McDonald's has opened more than 400 restaurants. McDonald's' golden arches have become deeply rooted in people's hearts and have become one of the most familiar brands in the world.

2. Crocker’s McDonald’s Myth

In 1937, Dick McDonald and his brother Mike McDonald opened a drive-in restaurant in East Los Angeles. Because the hamburgers they make are delicious and affordable, they are very popular among customers. Although each hamburger only sells for 15 cents, the annual turnover still exceeds 250,000 US dollars. This is a considerable amount. As the number of drive-in restaurants increases, operations become more and more chaotic. In response to this situation, the McDonald brothers boldly engaged in franchising and began to sell McDonald's franchise rights. In 1953, Fox, the first franchisee, purchased the McDonald's franchise for $1,000 and opened a McDonald's fast food restaurant in Phoenix. He received nothing more than a design for the new building, a week's payment and basic instructions for quick service. Franchisees are entirely on their own, both financially and operationally, and are certainly under no obligation to act in accordance with McDonald's rules. This "spreading fertilizer" style of management has caused management chaos. Many McDonald's franchises change the taste or variety of their hamburgers at will, seriously damaging McDonald's reputation and its unique and convenient business method. The operating conditions of more than a dozen McDonald's franchise stores are generally shrouded in the shadow of failure. At this time, a man named Crocker found the McDonald brothers.

At that time, Crocker was just a salesman of paper cups and mixers, but he was even more aware of McDonald's huge development potential than the McDonald brothers. At that time, small families were becoming increasingly common in the United States, families went out together more often, and the pace of life became faster and faster. Kroc knew that a clean, cost-effective, high-quality, convenient family restaurant like McDonald's would be popular. He identified the huge market potential of young families in the suburbs. There were very few restaurants serving this market at the time, and McDonald's was positioned to fill the space. In addition, it only cost $75,000 to open a McDonald's restaurant. It is really appropriate to use the franchise method to go through this system. As long as he can get a McDonald's franchise, he can open McDonald's restaurants in towns and cities.

Crocker immediately negotiated with the McDonald brothers and received their support, becoming the only McDonald's franchise agent in the United States. In 1955, Crocker established a franchise company, McDonald's Corporation Systems (renamed McDonald's Corporation in 1960).

In 1955, Crocker opened the first truly modern chain store in Northeast Chicago. McDonald's franchise. The store embodies Kroc's understanding of fast food restaurants, which emphasizes quality, service, hygiene and affordability. Since Crocker planned to use the store as a model for future franchise stores from the beginning, he created an extremely strict operating system. When establishing a franchise system in the future, Crocker also strictly implemented this system. This is the famous QSCV (Quality - hamburgers with high quality, delicious taste and comprehensive nutrition; Service - fast and agile service, warm and thoughtful; Cleanness - clean and hygienic store, pleasant environment; Value - reasonable price, high quality and convenience) as the core. Unified management system. This system stipulates that the variety, quality, and price of hamburgers in each McDonald's franchise store must be consistent, and even the store decoration and service methods must be exactly the same. The quality of condiments, meat and vegetables used in all McDonald's fast food restaurants is standardized by the head office (franchise headquarters). The production process is exactly the same. For example, McDonald's has a strict standard for the raw materials of hamburgers: the fat content of McDonald's hamburgers should be between 17% and 20.5%, and they refuse to use additives; it is also stipulated that the patties must be made of 83% shoulder. The meat is blended with 17% premium pork belly. The potatoes used in French fries are specially cultivated, carefully selected, and stored for appropriate periods of time to adjust their starch and sugar content before being sold to customers immediately after being fried. If not sold within seven minutes. Just scrap it. The regulations in other aspects are even more troublesome.

Crocker first changed the original situation in the McDonald's system where the franchisor and the franchisee were irrelevant to each other. He believed that the success of the franchisor depended on the success of the franchisee. Only as each franchisee becomes richer can the entire franchise system become stronger. So, how can we make it profitable for the grantee? The only way is to provide sufficient support to the franchisees and train them so that they can master the business secrets. Crocker attaches great importance to the operation of franchise stores. Because the franchise fee for each franchise store is only US$950, and other fees are charged based on 1.9% of the franchise store's turnover, the profits of the headquarters are closely related to the operating conditions of the franchise stores, and the economic interests of the headquarters and franchise stores are consistent.

Crocker brought revolutionary new concepts to the fast food industry. He enters into franchise contracts in a spirit of fairness and reciprocity. His original intention was simple, that is, to make McDonald's a stable company known for its consistent quality standards. To do this, he must be able to control the investors who come to buy the franchise to a certain extent, and therefore must give up some short-term benefits.

Crocker never sells franchises to powerful people, fearing that one day they will outgrow the headquarters and become difficult to control. His logic is: "If you sell the franchise of a large area, it is equivalent to handing over all the local business to him. His organization replaces your organization, and you lose control."

In this way, by whether to grant a franchise, Crocker controls franchisees and encourages them to focus on quality, cleanliness, service and value. Kroc believes this is an important reason for maintaining McDonald's long-term profitability.

In addition to his outstanding management talents, Crocker also has many unique features in business strategy. First, he conducted an extensive and detailed investigation of the fast food market and positioned McDonald's market among middle and lower-class families in the United States. Considering that most members of these families need economical, convenient and cheap McDonald's hamburgers after a tiring day at work. In order to make it easier for customers to dine, Kroc opened fast food restaurants near places where people worked and lived.

Crocker believes that McDonald's, the world's largest fast food company, has formulated a strategic business policy, namely "QSGV", as a work guideline for all employees to ensure McDonald's service quality. In addition, Crocker attaches great importance to the standardization and systematization of food production. He requires that the hamburgers made by all McDonald's fast food restaurants must have the same taste, quality, and even size, and establish a special meat, vegetable and tableware supply system to comply with Unified standards are also the most advantageous aspect of franchise stores. Crocker also pays attention to recruiting talents, introducing talents, and regularly training employees to improve their quality and service levels. Crocker attaches great importance to research and development. He sent people to assist farms and factories in reforming potato growing and processing methods, introducing new working methods for milk, improving cattle raising methods and meat preparation methods, inventing high-temperature and efficient cooking equipment, and improving packaging and distribution technology. These efforts will naturally lead to better products. The famous French fries are one example. Not long after McDonald's was founded, it took ten years and $3 million to improve the method of making French fries. The amount of investment is astonishing to many food merchants. Despite encountering many difficulties, Crocker's strong belief did not waver and he still moved forward courageously.

In 1968, McDonald's had 1,000 stores, and in 1978, it had 5,000 stores. After more than 40 years of development, McDonald's currently has more than 28,000 stores in more than 128 countries and regions around the world.

When McDonald's stock went public on April 15, 1965, the price per share was 22.5 yuan, which doubled in less than a month. Twenty years later, the stock price is approximately 175 times its original value. It is precisely because of Crocker's excellent management and painstaking operation that McDonald's has rapidly grown from an unknown fast food restaurant to the king of today's fast food industry. McDonald's success is a miracle, and Kroc is the creator of the miracle.

3. McDonald's in China

Since McDonald's opened its first branch in China in Shenzhen in 1990, McDonald's has opened more than 400 branches in China. McDonald's has expanded through franchising around the world, and has developed in China through joint ventures. McDonald's mainly cooperates with mainland enterprises or individuals in the form of purchasing or leasing real estate in the mainland, mainly due to legal and market conditions.

■A brief history of McDonald’s expansion in China

The first McDonald’s restaurant in China opened in Shenzhen in 1990

The first McDonald’s restaurant opened in Beijing in 1991

In 1993, the first McDonald’s restaurants opened in Guangzhou, Foshan, Dongguan, and Xiamen

In 1994, the first McDonald’s restaurants opened in Shanghai, Tianjin, and Fuzhou

In 1995, Wuhan, The first McDonald's restaurant opened in Nanjing

The first McDonald's restaurant opened in Zhuhai, Zhongshan, Dalian and Yangzhou in 1996

The first McDonald's restaurant opened in Shenyang, Jiaxing, Qingdao and Quanzhou in 1997 Opened

In 1998, the first McDonald's restaurant opened in Huizhou, Changsha, Jiangmen, Huangpu, Shantou, Shunde, Nanhai, Jiangyin, and Ningbo

In 1999, the first McDonald's restaurant opened in Jinan, Hefei, Chengdu, and Changchun A McDonald's restaurant opened

The first McDonald's restaurant opened in Harbin, Nanning, and Zhengzhou in 2000

McDonald's recently made the decision to close 250 stores around the world. The reason is that these stores Its profits have declined and even suffered losses, but at the same time it has announced that from now to 2003, it will ensure that 100 new stores will be opened in China every year.

Full English name: McDonald's

Company type: Listed company (New York Stock Exchange)

Current advertising slogan: I'm lovin' it!

Founded: 1954

Headquartered in: Oakbrook, Illinois, USA

Important figures:

Ray· Ray Kroc, Founder

Andrew J. McKenna, Non-Executive Chairman of the Board

Jim Skinner, Board of Directors Vice Chairman and CEO

Michael Roberts, President and COO

Main industry: Restaurants

Number of employees: 418,000

< p> Main products: chain fast food, desserts, children's clothing, etc.

Revenue: US$150 million (2006)

Official website:

[Edit this paragraph] Introduction to McDonald's Corporation

MCD is the world's largest fast food chain. It is a chain of fast food restaurants founded by the McDonald brothers and Ray Kroc in the United States in the 1950s, mainly selling hamburgers. Promoted worldwide, McDonald's restaurants are located in more than 100 countries on six continents around the world. McDonald's has become the most valuable brand in the global catering industry. McDonald's represents an American lifestyle in many countries.

McDonald’s Happy Meal comes with free toys, such as Disney movie character dolls, which are quite attractive to minors.

Because the fast food culture it represents has been accused of having an impact on public health, such as high calories leading to obesity and lack of sufficient balanced nutrition, many people have criticized it as "junk food." Many people in France, who are proud of their country's food culture, dislike McDonald's and regard McDonald's as a representative of the invasion of American lifestyle.

[Edit this paragraph] Company Profile

Israel's "McDonald's" store McDonald's, the most well-known McDonald's brand under the company, has more than 31,000 fast-food restaurants, distributed in 121 countries and regions around the world . McDonald's around the world adapts it to local tastes. In addition, McDonald's now controls other restaurant brands, such as Aroma Cafe, Boston Market, Chipotle, Donatos Pizza and Pret a Manger.

McDonald's Corporation's total revenue in 2001 reached US$14.87 billion, with net profit of US$1.64 billion.

Most McDonald's fast food restaurants provide counter and drive-through (English translation of drive-through, which refers to a fast food service that can be accessed from the restaurant without getting out of the car. Customers can drive and order at the door dish, then go around the restaurant and pick up your meal at the exit). Both service options offer indoor dining and sometimes outdoor seating.

Drive-thru restaurants typically have several separate stations: parking, checkout, and pickup, with the latter two usually being combined.

(It is reported that since 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 call center in Fargo, North Dakota in early 2005 to serve Accepting drive-thru phone orders from Oregon and Washington to mitigate that)

In some areas, there will be McDrives on both sides of the highway, a no-counter. Seated avenues are opened to entertain nighttime motorists. Such avenues often appear in high-density areas such as downtown areas as a simplified version of drive-thru restaurants.

Some specialized themed restaurants still remain, such as the Rock 'n' Roll McDonald's 50s-themed restaurants, as well as carefully selected McDonald's restaurants located in suburban areas and large indoor or outdoor playgrounds in some cities. They're called McDonald's PlayPlace (formerly PlayLand). Restaurants of this type first appeared in the United States in the 1970s and 1980s, and later internationally: in most parts of Canada, for example, they didn't appear until the 1990s. They only began to appear in the mid-1900s.

McDonald's Corporation will donate a portion of its sales to charity every year. Upon his death, founder Ray Kroc used his entire fortune to establish the Ronald McDonald House Charitable Foundation.

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

Food provided by McDonald's

Hamburgers

Single cheeseburger

Double cheeseburger

Cheeseburger/Double cheese sandwich burger

Big Mac

McChicken Chicken

Grilled chicken drumstick (original/spicy)

< p> McSpicy Chicken Wings

McFragrant Fish

Fish Fillet Burger

Egg Flavored Beef Burger

Pork Fillet Burger/McFragrant Pig Willow Egg Burger

Spicy (Original) Premium Grilled Chicken Leg Burger

Wheat-flavored Pork Fillet Egg Waffles

Wheat-flavored Pork Fillet Waffles

Bacon and egg waffles

Hot pancakes

Morning meal

Treasure Triangle (Carrobi beef/black pepper chicken legs)

Fresh Vegetable Beef Burger

Sweet Corn Cup

Wheat Crispy Chicken Wraps

French Fries

Twist Twist strips

Chicken McNuggets (chicken nuggets)

Carbonated drinks (Coke/Fanta/Sprite/Coca-Cola Zero)

Orange juice

< p> Coffee, black tea, hot chocolate

Extra smooth coffee (replaced the original coffee after March 28, 2007)

Extra thick smooth milk tea

Milkshake (vanilla, chocolate, strawberry)

Shinchi (chocolate, strawberry, pineapple, mocha)

Crispy cone

McFlurry

p>

Pie (apple pie/corn 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 promotion products, and some are short-term promotion products)

Package type:

Value package: main meal + French fries + drink

< p> Happy Meal: main meal + side dishes + drinks + free toys

McDonald’s Management Method

McDonald’s golden rule is that customers come first, and customers always come first. The highest standards for providing services are Quality, Service, Cleanliness and Value, which are the QSC&V principles. This is an important principle that best reflects the characteristics of McDonald's. Quality refers to the extremely strict standards McDonald's has set to ensure food quality. Strict inspection and supervision system

In order to enable each franchise store to achieve consumer-satisfactory services and standardization, in addition to the above concepts and norms, McDonald's has also established a strict inspection and supervision system. McDonald's system has three inspection systems: one is regular monthly evaluation, the other is inspection at company headquarters, and the third is spot inspection (conducted once a year in selected branches).

The forms for unified inspection by the company headquarters mainly include food production inspection form, counter work inspection form, comprehensive operation evaluation form and monthly routine assessment form, etc.; the random inspection data of the company headquarters include branch accounts, bank accounts, monthly statements, cash bank and Important files, etc., may vary in detail. The annual inspection of each branch is generally hosted by the regional supervisor and mainly checks cash, inventory, personnel, etc. Regional supervisors often inspect the freshness, temperature, taste of food, the cleanliness and hygiene of floors, ceilings, walls, tables and chairs, etc. as ordinary customers, as well as the attitude and speed of counter service to customers, etc.

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 licensee to successfully operate McDonald's restaurants and create a unified image of the "McDonald's" brand. McDonald's training system combines on-the-job training and off-the-job training. Off-the-job training is mainly completed by Hamburger University in Chicago. The University of Hamburg is the training ground for branch managers and key staff. Four managers of China's first McDonald's restaurant opened in Beijing in 1992 graduated from Hamburg University. The University of Hamburg provides two courses of training, one is the Basic Operation Course (BOC), which aims to educate students on product production methods, production and quality management, and marketing management. Operation and data management and profit management, etc.; the other is the Advanced Operations Course (AOC), which is mainly used to train senior managers. Its content includes QSC&V research, ways to increase profits, real estate, law, financial analysis and Interpersonal relationships, etc. The current training in Asia is completed at Hamburg University in Australia

Joint Advertising Fund System

The establishment of advertising funds is an important marketing strategy for McDonald's. Since most franchisees only have one or a few stores, it is impossible to afford most of the advertising costs. However, if everyone joins together, they can raise more generous advertising funds. In order to allow McDonald's to do television advertising on a wider scale, McDonald's headquarters decided to establish a joint advertising fund system in 1966 and established the McDonald's National Franchisee Joint Advertising Foundation. The foundation's funds come from franchise stores and McDonald's participating in this plan. For company-operated stores, the quota accounts for approximately 3% to 4% of the total annual turnover. In addition to the corporate advertising department, McDonald's also has several advertising funds throughout the United States. In this way, advertising funds for brand promotion will be sufficient. Operators can use this huge amount of money to do strong advertising.

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

Real estate management strategy focusing on leasing

McDonald's company's income mainly comes from three parts: real estate operating income, service fees collected from franchise stores and the surplus of directly-operated stores. Since franchisees generally do not have enough funds to pay the land cost of US$30,000 and the construction cost of US$40,000, they are often unable to obtain loans. McDonald's is responsible for finding suitable store addresses on behalf of franchisees, leasing or purchasing land and buildings for a long time, and then leasing the store space to each franchise store to obtain the difference. This is the main source of revenue for McDonald's Corporation. 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 out to the franchise stores who paid the money. 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 a loan from the bank. This not only solves the financial difficulties of franchisees to open stores, but also increases the income of McDonald's Corporation. At the same time, by controlling real estate, it is more conducive to McDonald's to strengthen the management of franchisees. Data show that by the mid-1980s, among McDonald's nearly 10,000 restaurants, 60% of the real estate rights belonged to McDonald's headquarters, and the other 40% were leased by the headquarters from local real estate owners. As a result, real estate income has become McDonald's main income. One-third of McDonald's revenue comes from directly-operated stores, and the rest comes from franchised stores. Among them, real estate revenue accounts for 90% of this part of revenue.

A cooperative relationship of mutual restraint and prosperity

McDonald's is very successful in handling the relationship between headquarters and branches. It has three main characteristics:

First, the initial franchise fee and annuity charged by McDonald's are very low, which reduces the burden on branches;

Second, the headquarters always adheres to the principle of profit sharing and directly transfers the discounts obtained in procurement to each franchise. branches;

The third is that McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchise organizations obtain their main profits by forcibly selling products, which can easily lead to conflicts between the headquarters and branches) conflict).

McDonald's sincerity has earned the loyalty of franchisees and suppliers. The relationship between McDonald's and franchisees and suppliers is a cooperative relationship of mutual restriction, survival and prosperity.

This kind of sustainable and prosperous cooperative relationship has created conditions for franchisees to show their talents, allowing each franchisee to come up with endless marketing strategies, which has also made great contributions to the improvement of McDonald's brand value. For example, the "Uncle McDonald" that is popular all over the world was created by a successful franchisee and an advertising company, and was launched and promoted by the head office. The "United Advertising Foundation" model was also founded by McDonald's franchisees (in 1996) and was adopted by the head office. adopted by the company. In addition, franchisees' reasonable suggestions to the head office have also formed a driving force and promoted the reform of McDonald's Corporation. As a result, the "McDonald's" brand has enhanced its market competitiveness and McDonald's Corporation has also achieved greater development.

[Edit this paragraph] McDonald's development in China

With the development of China's economy, McDonald's market in mainland China has also expanded rapidly. Today, McDonald's has 670 restaurants located in 108 sub-administrative regions across 25 provinces, cities and municipalities in China. We attach great importance to the Chinese market and will continue to expand our chain restaurants on the basis of maximizing return on investment. Currently, we have more than 50,000 employees, 99.97% of whom are Chinese employees. Our supplier system in China also has more than 15,000 employees and a total investment of US$500 million.

● In 1990, McDonald's opened China's first restaurant in Shenzhen.

● In April 1992, McDonald's restaurant in Wangfujing, Beijing opened, becoming McDonald's largest restaurant in the world.

● McDonald's created a new world when it opened its first restaurant in Guangzhou. The highest sales record in McDonald's history.

● When the Nanjing Confucius Temple restaurant opened, it created the highest average consumption per transaction 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 business principle of McDonald's. Employees are encouraged to use their work time and equipment to contribute to McDonald's charitable causes. Examples of McDonald's social responsibilities include:

● Children's education - World Children's Day supports the education of poor children by donating to charities; Ronald McDonald teaches children English, etc.

● Sports - Promote an active lifestyle and encourage our customers to support charity marathons, Olympic Day runs, school sports donations, Ronald McDonald House off-campus activities, etc.

Environmental Protection

For the sake of the next generation, McDonald's believes it is the responsibility to protect the environment. McDonald's environmental protection activities include:

● Community Cleanup Day: We encourage customers and store employees to participate in community cleanup activities

● Tree planting activities

● Used batteries and Newspaper recycling

● Follow animal welfare and avoid damage to forests.

● Suppliers who cooperate with McDonald's should strive for the lowest scrap rate and the highest energy efficiency ratio.

● 10% of the waste will be made into animal feed and other by-products through local processing plants.

● Use CFC-free cooling systems, packaging and other restaurant equipment.

Personnel Commitment

McDonald's China will hire local employees as much as possible. In fact, 99.7% of the 50,000 employees in China are hired locally. We also employ people with disabilities to help them reintegrate into society and contribute to society.

In addition to giving employees reasonable and fair remuneration, McDonald's will also provide comprehensive training so that they can ensure that McDonald's adheres to the business philosophy of "quality, service, cleanliness and value for money". Our employees are dedicated to the McDonald's brand mission: making McDonald's restaurants the favorite place and way to eat.

The corporate brand ranked fifth in the 2006 "Top 500 World Brands" list compiled by the World Brand Lab. The company ranked 329th in the 2007 Fortune ranking of the world's 500 largest companies.

When the McDonald’s chain opened in Manila in 1981, almost everyone believed that the international fast food giant would soon fill the streets with its Golden Arches logo, in line with McDonald’s The 11 Jollibee stores that were positioned at that time were definitely not safe. But now more than 20 years have passed, Jollibee's stores in the Philippines have expanded to 420, with more than 40,000 employees, occupying 65% of the Philippine fast food market. According to Jollibee executives, providing food that suits Filipino tastes is one of the reasons for its success.

A country with a population of less than 100 million and the birth of the best "Filipino maids" in the world has successfully left the world's largest catering giant behind, and in France, the sales of sandwiches are French fries. , more than ten times that of burgers, so what should we in China rely on to defeat McDonald's? Where are the market opportunities?

Why McDonald's

What is McDonald's core product? It’s just hamburgers, cola and fries. Do customers really like these foods? Looking for the answer for people under 16 years old, 90% said they like it. However, for people over 16 years old, their liking rate gradually decreases with age. Including many people on business trips, fashionistas, friends gatherings, etc., go to McDonald's not because they like it, but because they feel "hygienic and convenient".

The "Children's Paradise" has firmly captured young customers, and "hygiene and convenience" have attracted many temporary customers. McDonald's is not actually buying products, but selling environment and experience. From the earliest days, it has been "celebrating children's birthdays" ” seductive marketing to today’s “I just like it”, including “McDonald’s is more than just a restaurant” or “24-hour store”. Which Chinese fast food company can compete with McDonald’s?

First, let’s look at Yonghe (although Yonghe Soymilk and Yonghe King are not the same company, for the convenience of research, we call them the Yonghe model), which mainly sells products such as fried dough sticks, soybean milk and steamed buns. The first is the product It gives customers a different feeling. In the United States, fried chicken, Coke, and French fries are all junk products with no sense of value. However, due to the blind worship of foreign companies and products by the Chinese people when they entered China, as well as the price being much higher than that of pancakes and fried dough sticks, they established an image of high-end places in the minds of the people. In many works from the early 1990s, many white-collar workers at that time were proud to go to McDonald's parties. Although it seems like a joke today, at that time, in an era without Internet interaction, consumption was basically affected by advertising and the environment. McDonald's "fashion and hygiene" were generally recognized by society.

The Yonghe model has also achieved certain success, but it is still far from McDonald's. The first is the selection of products. These products face huge competition, the convenience and price of street stalls, and most products cannot be easily taken away. The case of Red Sorghum challenging McDonald's back then was profound enough: a product "can't leave the bowl or the store", and the consumption time is relatively long. The huge store costs overwhelmed Red Sorghum in the early stage of the business, and there was a lack of standardized management. It is difficult to gain an advantage in the fierce competition.

China's first McDonald's restaurant

The McDonald's restaurant located in the bustling East Gate of Shenzhen is the first McDonald's restaurant in mainland China. Opened on October 8, 1990.