1, order food
Since consumers stepped into McDonald's restaurants, they began to accept McDonald's services, and they also entered the efficient service system of McDonald's. In McDonald's restaurant, the cashier is responsible for recording meals, collecting money and providing food to customers. In terms of personnel arrangement, McDonald's combines the tasks of recording meals, cashier and providing food into one, which saves the intermediate information transmission link, saves costs and improves service efficiency.
When a customer orders food, he often needs to choose the food provided by the restaurant, and it takes him some time to make a decision. The menu of McDonald's is very simple. Generally, there are only 9 categories of food (compared with 25 categories), and each category is divided into 2 ~ 3 specifications according to quantity or category; In this way, customers do not need to spend a lot of time to choose, saving the time for customers to choose, and invisibly improving the efficiency of customers' choice. When customers order, the cashier will also recommend "set meal" (buying set meal can often save the trouble of choosing other foods and improve efficiency), or suggest "increase" (increase sales), or recommend other foods to help customers make decisions and shorten the time for customers to order. In addition, McDonald's has strict regulations that only one customer is recommended. This means that customers don't need to choose from the recommendation of the ordering staff, and it also reduces the color of "selling".
In addition, when there are a large number of customers in line, McDonald's will send service personnel to order food for the customers in line, so that when customers arrive at the cashier, they only need to provide the menu to the cashier, which improves the ordering speed; At the same time, asking service personnel to order food for customers in advance can also reduce the "impatience" mentality of customers waiting in line and improve their endurance, which can be described as killing two birds with one stone.
In this way, McDonald's greatly reduces the time consumed by customers to order food and improves the efficiency of ordering food by reducing the number of food, providing set meals and assisting customers to order food.
2. cashier
After the customer orders, it is followed by the cashier's cashier and change. McDonald's improved the settlement speed by using the cash register (pioneered by McDonald's in Japan and later promoted worldwide), and can also clearly reflect the food ordered to the caterer and prepare meals in advance. McDonald's stipulates that the cashier must clearly indicate the amount paid by the customer during the checkout process, such as: "Thank you, sir, 50 yuan is yours"; In the process of change, the amount delivered to the customer must also be clearly stated, for example, "The total is 35 yuan, and your change is 15 yuan". Put away the banknotes of 5 yuan and 10 yuan one by one for customers to count. This can reduce or eliminate disputes in the cashier process. Eliminating disputes means reducing the interference to the normal service flow and naturally improving the service efficiency.
In order to improve service efficiency, McDonald's stipulates; When a cashier is free, he should loudly say "this way, please, sir and madam" in front of other cashiers to improve the efficiency of customer queuing. In addition, if McDonald's suddenly appears in the rush hour, other free checkout counters will start immediately. Because McDonald's has made a detailed statistical analysis of the operating data of each store and referred to the related activities in the surrounding areas, it can more accurately estimate the time when a store has a peak crowd; Therefore, manpower will be prepared in advance to cope with the sudden arrival of the peak crowd.
After the change, the cashier will also provide the food and drink ordered by the customer in time.
Step 3 supply
McDonald's food supply is very efficient, and customers only need to wait about 30 seconds to get their food after ordering. In terms of food supply, McDonald's has adopted different ways to improve efficiency.
McDonald's requires employees to trot when serving food to improve their speed. In order to prevent food from slipping and spilling because of the improvement of action speed, McDonald's added plastic lids to drinks and cartons to food. Of course, adding plastic covers to drinks can also prevent customers from spilling when drinking, and adding food cartons can prolong the heat preservation time, which is also beneficial to customers.
In addition, McDonald's has also reformed its supply equipment. For example, in the aspect of beverage supply, the beverage equipment provides a plurality of beverage outlets, and employees can ensure a certain amount of beverage to flow into the cup just by pressing the button. This not only saves the time for service personnel to "care" and "wait" for beverage filling; Moreover, employees can do other things while filling drinks. In the aspect of food supply, through process improvement, only the semi-finished products need to be heated (mainly fried at high temperature), which greatly improves the cooking speed of food, and customers can also get slightly hot food just out of the pot.
When arranging the appropriate inventory of finished products, McDonald's also worked out the purchase quantity and variety of customers in different periods of the day according to the location of the restaurant and the date of the day and referring to the supply situation of restaurants in different periods in previous years. Each hour is subdivided into six time periods (each time period is 10 minutes). According to the demand situation of different time periods, the demand quantity of the next time period is made in advance, and the customer's demand can be quickly met through the finished product inventory (heat preservation box) prepared in advance. In the process of food supply, McDonald's greatly improved the processing speed and supply speed of food by improving the action speed of employees, improving food production technology and coordinating appropriate inventory, and shortened the waiting time of customers from the initial 50 seconds to 30 seconds.
Step 4 consume
It stands to reason that the consumption speed is determined by the customer. How does McDonald's achieve high consumption efficiency?
Customers who have had dining experience in McDonald's know that McDonald's does not provide chopsticks, forks, spoons and other dining AIDS. Solid food is grasped by hand, and drinking straw is used (the diameter of straw is often thicker). Not only is it convenient for customers to grasp by hand, but also the efficiency of grasping is much higher than when using tools such as chopsticks and forks. So customers directly eat French fries, hamburgers, pies, chicken wings and so on. , unconsciously improved the speed of eating.
In addition, McDonald's seats and dining tables are often too small to sit for long. Sitting for a long time often makes customers feel uncomfortable, which naturally improves the efficiency of seat use. Also, McDonald's often uses a small dining table with up to 2 ~ 4 seats; So McDonald's restaurant is not suitable for more friends to get together.
Through the design of the restaurant, customers often don't stay in the restaurant for long; Moreover, McDonald's also excludes potential consumers who spend a long time with customers; At the same time, small seats and dining tables have also increased the effective business area. At the same time, McDonald's also provides take-away service, which does not occupy McDonald's business space; Therefore, McDonald's provides specially designed plastic bags for take-away drinks, which is convenient for customers to carry and use. To some extent, this also encourages customers to take out food.
5, clean
In terms of cleaning, McDonald's also has a set of methods and systems to ensure cleaning speed.
First of all, McDonald's uses a lot of disposable tableware such as paper and plastic. When cleaning napkins, straws, cola cups and paper cups left by customers, you only need to pour these tableware into the trash can, which saves many processes such as tableware recycling, tableware cleaning, disinfection and drying. Secondly, the use of tray and tray paper is not only convenient for customers to carry, but also can advertise for restaurants, which reduces the probability of dirty desktop and saves the time of desktop cleaning.
McDonald's has also made a rule that employees should clean at will, and anyone in any position should wipe the surrounding positions with a rag. In this way, waste such as oil stains is not easy to deposit, and it is easy to clean up after repeated cleaning. In addition, McDonald's tables, stools and other signs that need to be cleaned are covered with plastic, and kitchen equipment is covered with stainless steel surface, which is not only easy to clean, but also easy to show the cleaning effect and improve the efficiency of cleaning work. Mcdonald's did not adopt the practice of covering tablecloths in general restaurants, which not only reduced costs, but also improved efficiency. At closing time, McDonald's will also organize employees to clean all electrical appliances; So because employees clean at will, it is easy to clean up in the end.
For drinks spilled by customers, McDonald's stipulates that they should be cleaned immediately to prevent pollution from expanding. At the same time, McDonald's also has a variety of cleaning programs, using different cleaning programs for different stains to improve the pertinence of cleaning. To make good use of Gillard's "250 Law" in commodity sales, the first step is to determine the image of the best customer, or, if there is no best customer at present, you can imagine what the best customer will look like. Look at those customers who have bought products from here, and you can basically confirm your "potential customers", companies and individuals who may buy products in the next few days.
Before looking for customer leads, we need to be clear about the following points: What can we offer? What problems can be solved by the products or services provided? Who are the competitors? What's so special about the product? What are the special competitive advantages?
Find the clues of target customers and the most profitable customers, and determine the industry, scale, decision makers, buying patterns, etc. Among these customers.
The next step is to make a good action plan. This means that the budget needs to be determined, including the funds and time that can be invested. You also need to list the specific actions you will take and when to implement them.
In which direction should we work hard? It is necessary to spend 60% of the budget on customers, 30% on obtaining leads from target customers, and 10% on creating brand effect. Existing customers are the most likely source of new business, but every salesperson should look for new opportunities and customers.
In order to get good sales leads, you need to implement a plan. Here are some action steps you can take:
1. Create an easy-to-browse, timely and informative website and encourage customers to interact with you. Make sure the website is concise and professional.
2. Create an email newsletter and send it to every member of the mailing list regularly. The briefing should be substantive and accurate, with one page suitable for simple reading.
3. Take the initiative to speak on related topics in investment clubs, high-tech associations and other occasions. On these occasions, try to collect more business cards. If you are a speaker, provide some meaningful information at the end of your speech.
4. Attend all relevant trade fairs and try to make an appointment with potential customers. If you have a booth at a trade fair, make sure that employees are always present and avoid putting obstacles between customers. In addition, collect as many business cards as possible and provide something valuable when necessary. 5. Release new information to the media every quarter. Including new products or services, successful customer cases, new processes or methods, etc.
6. If there are new stories to tell, innovative products to show, or unique professional knowledge to teach, compile them into a white paper and publish them as a free market report to website visitors.
7. Establish a local organization in a specific industry.
8. Keep in touch with old friends, colleagues and business partners. There are customer clues to share.
If the local newspaper has announced that someone will be promoted to the new president and vice president of some companies, or get other promotion opportunities, then congratulations on your promotion and wish you success. In addition, remember to join the contact list.
10. Introduce yourself when attending a party, sports meeting or neighborhood party.
1 1. Establish relationships with enterprises that may provide supporting products or services. This kind of alliance can provide clues to customers.
12. Visit existing customers regularly to seek feedback on customer service. For example, how satisfied are you with customer service? Did you get the required product or service support?
In the first month of applying Gillard's "250 Law", you may not be able to make a big deal. But over time, as Gillard's own career trajectory shows, this method of cultivating potential customers will definitely make him give up the idea of making strange sales calls.