1. McDonald's CIS

McDonald's is the most successful fast food chain in the world today. It currently has more than 14,000 restaurants in 72 countries and receives 28 million customers every day. It is developing at an average rate of opening a new restaurant every 7.3 hours. When customers walk into any McDonald's restaurant anywhere, they will find that the architectural appearance, interior furnishings, food specifications, waiters' mannerisms, clothing and many other aspects are surprisingly similar, and they can all provide customers with the same standard of enjoyment. .

2. McDonald’s business philosophy

In the early days of starting his business, Ray Kroc, the founder of McDonald’s, set up three business beliefs for himself in fast food restaurants, and later added The "V" creed constitutes the complete FQ, S, C, V business philosophy of McDonald's fast food restaurants.

Q (Quality) refers to quality. More than 95% of the raw materials for McDonald's products in Beijing are purchased locally. It doesn’t matter if the bread is not round or the cut is uneven. The temperature of the batter should be below 4℃. If it is one degree higher, it will be returned. A beef patty goes through more than 40 quality control checks.

S (Service) refers to service, including the comfort of the store building, the convenience of business hours, the service attitude of the sales staff, etc. Smiling is a characteristic of McDonald's. All trainers smile, chat and do things with customers in a lively and cheerful manner, making customers feel satisfied.

C (Cleanliness) refers to hygiene and cleanliness. There is a provision in McDonald's employee regulations that says, "Instead of resting against the wall, get up and clean." All employees in the 10,000 chain stores around the world must abide by this provision. Employees must strictly use sterilizing hand sanitizer to disinfect their hands before going to work, and they are required to rub their hands for at least 20 seconds before rinsing.

V (Value) refers to value, which means "providing high-quality items with original value to customers." McDonald's food nutrition is scientifically proportioned, rich in nutrients, and reasonably priced. Allowing customers to enjoy quick and nutritious food in a clean environment is called "value for money".

3. McDonald's Behavior Identification

McDonald's has a set of guidelines to ensure employees' behavioral norms, that is, "There are procedures for hand washing, and manuals for management."

Another control method of McDonald's Company is to shape the company's unique organizational culture in all operating branches. This is what everyone is familiar with

5. McDonald's Management Method

McDonald's Corporation is arguably the most successful franchise organization in the world. It has 10,000 branches around the world, with one opening approximately every 15 hours.

1. Establishment of branches. Every time a branch is opened, McDonald's headquarters sends its own personnel to select the address, organize and arrange the store's construction, equipment installation and interior and exterior decoration.

2. License fee. Once the franchisee signs a contract with the company, he must first pay an initial franchise fee of US$22,500, half of which will be paid in cash and the other half will be handed over later. Thereafter, a royalty [annuity] and property rent are paid annually. The former is 3% of annual sales, and the latter is 8.5% of annual sales.

3. Contract. The term of the concession contract is 20 years. The company has the following responsibilities to the franchisee: training employees at the company's Hamburg University, management consulting, responsible for advertising, public relations and financial consulting, providing various materials, teaching aids and equipment for personnel training, supplying to franchised branches Discounts are available from time to time.

4. Goods distribution. McDonald's does not directly provide tableware and food ingredients to franchised stores, but contracts with professional suppliers to deliver directly to each branch.

6. McDonald’s marketing strategy

1. Product strategy. Because the licensee must go to Hamburg University for training for a period of time before he can open his business, this ensures that the food sold in McDonald's fast food restaurants strictly follows the prescribed quality standards and operating procedures. For example, the potatoes used for fried potato chips need to be stored for an appropriate period of time to adjust the starch and glutinous content, and then fried in a temperature-adjustable oil pan. After frying, they are sold to customers immediately. If they are not sold within 7 minutes, they will be sold. It will be scrapped.

2. Service strategy. McDonald's fast food restaurants strive to create a warm atmosphere. Try to avoid noise and loitering in the restaurant, making it suitable for the whole family to dine peacefully. The waiters are attentive and efficient.

3. Health strategy. McDonald's has established strict hygiene standards. For example, staff are not allowed to have long hair and women must wear hair covers. Tables are cleaned as soon as customers leave. Papers dropped on the floor must be picked up at any time. This ensures a clean environment in the store. .

4. Price strategy. Although McDonald's quality is guaranteed, it does not raise prices arbitrarily and insists on value for money.