Company profile

Food provided by McDonald's

Management of McDonald's

Development of McDonald's in China

Criticism of McDonald's

1、

Full English name: McDonald's

Company Type: Listed Company (new york Stock Exchange)

Now the slogan: I'm lovin' it!

Founded in: 1954

Headquartered in Oakbrook, Illinois, USA.

Important people:

Ray Kroc, founder.

Andrew J. McKenna, Non-executive Chairman of the Board of Directors

Jim Skinner, Vice Chairman and CEO of the Board of Directors.

Michael Roberts, President and COO.

Industry: restaurants

Number of employees: 4 18,000.

Main products: chain fast food, dessert, children's clothing, etc.

Revenue:1.50 million USD (2006)

Official website:

Introduction to McDonald's Corporation MCD is the largest fast food chain in the world. It's a chain-operated fast food restaurant mainly selling hamburgers, which was founded by McDonald's Brothers and Ray Kroc in the United States in the 1950s. Worldwide, McDonald's restaurants are spread all over the world in more than 100 countries on six continents. McDonald's has become the most valuable brand in the global catering industry. In many countries, McDonald's represents an American lifestyle.

Free toys, such as dolls in Disney movies, are given at McDonald's Happy Paradise meals, which are quite attractive to minors.

Because the fast food culture it represents is accused of having an impact on public health, such as obesity caused by high calories and lack of adequate balanced nutrition, many people attack it as "junk food". Many people in France, who are proud of their food culture, don't like McDonald's and classify McDonald's as the representative of American lifestyle invasion.

2. Company profile

The most famous McDonald's brand of McDonald's Company has more than 3 1000 fast food restaurants, which are distributed in 12 1 countries and regions around the world. In addition, McDonald's now controls some other catering brands, such as Aroma Cafe, Boston Market, Chipotle Mexican Tacos, Donatos Pizza and Pret a Manger.

In 20001year, McDonald's company's total revenue reached14.87 billion US dollars, and its net profit was1640 million US dollars.

Most McDonald's fast food restaurants offer English translations of counter and drive-through, which means that you can reach the restaurant without getting off the bus. Customers can drive to order at the door, then bypass the restaurant and pick up the meal at the exit. ) two ways of service, providing indoor dining and sometimes outdoor seats.

Drive-through restaurants usually have several independent sites: parking, checkout and pick-up points, and generally the latter two sites will be merged.

(It is reported that because 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 telephone service center in Fargo, North Dakota in early 2005 to accept and handle drive-through phone orders from Oregon and Washington to alleviate that phenomenon. )

In some areas, there will be McDrive on both sides of the main roads, which is a kind of avenue without counters and seats to entertain night drivers. This avenue often appears in downtown areas with high population density as a simplified way of drive-through restaurants.

Some special theme restaurants still remain, such as the theme restaurant of Rock McDonald's in the 1950s, and some carefully selected McDonald's restaurants located in suburban areas and large indoor or outdoor playgrounds in some cities. They are called McDonald's PlayPlace. This type of restaurant first appeared in the United States in the 1970s and 1980s, but it appeared later in the world: for example, most parts of Canada did not appear until the mid-1990s.

McDonald's Company devotes part of its turnover to charity every year. When founder ray kroc died, he set up Uncle McDonald's Charity Fund with all his property.

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

Spicy Beef Foldover (new product)

Grilled Chicken Foldover (new product)

hamburger

Single layer cheeseburger

Double cheeseburger

A cheeseburger/double cheeseburger

Jiangjun hamburger

Big Mac

Zu ba Liang

Maixiang chicken

Braised chicken leg burger (original/spicy)

Spicy chicken wings

spicy chicken wings

Fillet-o-fish

Yuliubao

Dan Xiang Niu Bao

Pork tenderloin burger/wheat fragrant pork tenderloin burger

Mai Xiang Zhu Liu Dan muffin

Wheat-flavored pork fillet muffin

Bacon and egg muffin

Re sweet cake

Full breakfast in the morning

Treasure Triangle (Carobbi Beef/Black Pepper Chicken Leg)

Xian Shu zu Zun Niu Bao

Sweet corn cup

Crispy chicken rolls with wheat sauce

chips

Twisted strip

Mcnugget chicken (chicken nuggets)

Carbonated drinks (Coke/Fanta/Sprite)

orange juice

Coffee, black tea, hot chocolate

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

Super thick milk tea

Milk shake (Winnipeg, chocolate, strawberry)

Xindi (chocolate, strawberry, pineapple)

Maixuanfeng

Pie (apple pie/millet pie/taro pie/banana pie/pineapple pie/mung bean pie/red bean pie/pastoral pie)

Vegetable Salad

(Some of the above foods are regional promotional products and some are short-term promotional products.)

Package type:

Value package: main meal+French fries+drinks

Happy paradise meal: main meal+side dishes+drinks+free toys.

3, McDonald's management.

Clear business philosophy and standardized management

The golden rule of McDonald's is that customers come first and customers always come first. The highest standards for providing Services are Quality, service, cleanliness and Value, that is, QSC&V principle. This is an important principle that best reflects the characteristics of McDonald's. Quality means that McDonald's has set extremely strict standards to ensure food quality. For example, beef food has to go through more than 40 quality inspections; Food is cooked for more than a certain period of time (the time limit for hamburgers is 10 minutes, and for French fries is 7 minutes), that is, it is discarded and not sold; It is stipulated that patties must be mixed with 83% shoulder meat and17% pork belly, etc. Strict standards enable customers to taste McDonald's food of the same quality at any time and any place. Service refers to providing warm, thoughtful and fast service according to the principle of care, care and love. Clean means that McDonald's has formulated clean work standards that must be strictly observed. Value stands for value, which is the criterion added later (originally only Q, S and C), and V is added to further convey McDonald's concept of "providing customers with more valuable and high quality". It can also be said that QSC&V principles not only embody McDonald's business philosophy, but also become the code of conduct for all McDonald's restaurant employees because of their detailed and strict quantitative standards. This is an important part of McDonald's standardized management.

Strict inspection and supervision system

In order to make all franchisees achieve satisfactory service and standardization for consumers, McDonald's has also established a strict inspection and supervision system in addition to the above concepts and norms. There are three inspection systems in McDonald's system: one is the routine monthly evaluation, the other is the inspection of the company headquarters, and the third is the spot check (once a year in the selected branch). The unified inspection forms of the company headquarters mainly include food production checklist, counter work checklist, comprehensive operation evaluation form and monthly routine examination form; The sampling materials of the company headquarters include branch accounts, bank accounts, monthly statements, cash warehouses and important files, etc., with different details. The annual inspection of each branch is generally presided over by regional supervisors, mainly checking cash, inventory and personnel. As an ordinary customer, district supervisors often inspect whether the freshness, temperature, taste, floor, ceiling, walls, tables and chairs of food are clean and hygienic, and the attitude and speed of counter attendants to serve customers.

A 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 franchisee to successfully run McDonald's restaurant and shape the unified image of McDonald's brand. The training system of McDonald's is a combination of on-the-job training and off-the-job training. Off-the-job training is mainly completed by Hamburger University in Chicago. Hamburg University is a base for training branch managers and important staff. 1992 Four managers of the first McDonald's restaurant in China, which was opened in Beijing, graduated from Hamburg University. The University of Hamburg offers two courses of training. One is the Basic Operation Lecture Course (BOC), which aims to educate students on the methods of making products, production and quality management, and marketing management. Operation and data management and profit management; The other is Advanced Operation Workshop (AOC), which is mainly used to train senior managers. Its contents include QSC&V research, ways to improve profits, real estate, law, financial analysis and interpersonal relationships.

Joint advertising fund system

Setting up advertising fund is an important marketing strategy of McDonald's. Because most franchisees only have one or a few stores, it is impossible to bear most of the advertising expenses, and together, we can raise a relatively rich advertising fund. In order to enable McDonald's to advertise on a larger scale, 1966, McDonald's headquarters decided to establish a joint advertising fund system, and set up a joint advertising fund for McDonald's national franchisees. The fund comes from franchisees and McDonald's direct stores participating in this plan, and its quota accounts for about 3%-4% of the total annual turnover. In addition to the advertising department of the head office, McDonald's has several advertising funds all over the United States. In this way, the advertising funds for brand promotion are sufficient. Operators can use this huge sum of money to do strong advertising.

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

Real estate management strategy based on leasing

The income of McDonald's company mainly comes from real estate operating income, service fees charged from franchise stores and the surplus of direct stores. Because franchisees generally don't have enough funds to pay the land cost of $30,000 and the construction cost of $40,000, they are often unable to get loans. McDonald's Company is responsible for finding a suitable store address on behalf of franchisees, renting or purchasing land and houses for a long time, and then renting the stores to franchisees to obtain the difference. This is the main source of income for McDonald's company. The essence of this is that McDonald's real estate company (a company established for the implementation of real estate strategy) buys real estate with the money of each franchise store, and then rents it to the franchise store that pays for it. 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 loans from banks. This not only solves the financial difficulties for franchisees to open stores, but also increases the income of McDonald's company. At the same time, by controlling real estate, it is more conducive to McDonald's strengthening the management of franchisees. According to the data, by the mid-1980s, 60% of the nearly 10,000 restaurants in McDonald's were owned by McDonald's headquarters, and the other 40% were rented by the headquarters to local real estate owners. As a result, real estate income has become the main income of McDonald's. 13 of McDonald's income comes from direct stores, and the rest comes from franchise stores, among which real estate income accounts for 90% of this income.

A cooperative relationship of mutual restraint, * * * honor and * * *

McDonald's is very successful in dealing with the relationship between headquarters and branches, which has three main characteristics:

First, the first royalty and annuity charged by McDonald's are very low, which reduces the burden on the branches;

Second, the headquarters always adheres to the principle of profit-making, and directly transfers the preferential treatment obtained in the procurement to the franchise stores;

Thirdly, McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchise organizations get the main profits by selling products by force, which will easily lead to conflicts between headquarters and branches).

The sincerity of McDonald's has earned the loyalty of franchisees and suppliers, and the relationship between McDonald's and franchisees and suppliers is a cooperative relationship of mutual restraint and * * * * *. This cooperative relationship between * * * and * * creates conditions for franchisees to display their magical powers, and makes franchisees' marketing strategies emerge one after another, which has made great contributions to the promotion of McDonald's brand value. For example, Uncle McDonald, who is popular all over the world, was created by a successful franchisee and an advertising company, and was enabled and promoted by the head office. The "Joint Advertising Foundation" model was also founded by McDonald's franchisees (1996) and adopted by the head office. In addition, the franchisees' reasonable suggestions to the head office have also formed a driving force and promoted the reform of McDonald's company, so that the "McDonald's" brand has enhanced its market competitiveness and McDonald's company has also achieved greater development.

4. The development of McDonald's in China.

With the development of China's economy, the market of McDonald's in China has also expanded rapidly. At present, 670 McDonald's restaurants are located in 108 sub-administrative regions across 25 provinces and municipalities in China. We attach great importance to the China market and will continue to expand our chain restaurants on the basis of the maximum return on investment. At present, there are more than 50,000 employees, 99.97% of whom are China employees. Our supplier system in China also has more than 1.5 million employees, with a total investment of 500 million US dollars.

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

●1April, 1992, Beijing Wangfujing McDonald's Restaurant opened, becoming the largest McDonald's restaurant in the world.

● When McDonald's first restaurant opened in Guangzhou, it created the highest sales record in McDonald's history.

When 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 the society is an important management principle of McDonald's. We encourage employees to use their working time and equipment to engage in McDonald's charity. Examples of McDonald's social responsibility include:

● Children's education-World Children's Day supports the education of poor children by donating to charities; Uncle McDonald teaches children English and so on.

● Sports-advocate an active lifestyle and encourage our customers to support charity marathon, Olympic Day long-distance running, school sports meeting donation, and uncle McDonald's off-campus activities, etc.

environmental protection

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

● Community Cleaning Day: We encourage customers and branch employees to participate in community cleaning activities.

● Tree planting activities

● Recycling of used batteries and newspapers

● Follow animal welfare and avoid damage to forests.

● Suppliers cooperating with McDonald's should strive for the lowest rejection rate and the highest energy efficiency ratio.

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

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

Personnel commitment

McDonald's China employs local staff whenever possible. In fact, 99.7% of the 50,000 employees in China are employed locally. We also employ people with disabilities to help them rejoin the society and contribute to it.

In addition to giving employees reasonable and fair remuneration, McDonald's will also provide comprehensive training to ensure that McDonald's follows the business philosophy of "quality, service, cleanliness and value for money". Our employees are committed to realizing the brand mission of McDonald's, that is, to make McDonald's restaurant a favorite dining place and way for customers.

5. Criticism of McDonald's

McDonald's is the world's largest fast food chain and one of the most criticized companies. Criticism and accusations against McDonald's include: squeezing workers at low wages: In Hong Kong, Legislative Councillor Lee Cheuk-yan and other pressure groups concerned about labor rights demonstrated in the streets, saying that McDonald's hourly wage is the lowest in Hong Kong (HK/US.9, and the hourly wage in some branches is as low as HK$ 9 yuan), and treating them as "slaves" in the name of providing job opportunities for the disabled, the elderly and the weak, and it should be renamed as "McDonald's slave" (Hong Kong has). In Taiwan Province, it was criticized by labor movement groups for exploiting work-study students (the hourly wage is less than NT$ 70 yuan, about US$ 2). In Chinese mainland, it was even reported by the Hong Kong media that the hourly wage of McDonald's in China is as low as RMB 1.5 yuan, while the hourly wage of McDonald's in malaysia is only RM3 (equivalent to USD 0.86), and the hourly wage of work-study students is even less!

Selling unhealthy food: Many foods in McDonald's fast food are high in fat or calories, and there is no suitable food for vegetarians. In 2005, an organization in the United States accused the French fries provided by McDonald's of causing cancer. Another survey pointed out that these fast foods not only lack the nutrition that ordinary people need, but also lead to obesity. Hormones in meat may also make men grow women's breasts.

Manufacturing packaging waste: Although McDonald's in Hong Kong has switched to recyclable paper as far as possible and used thinner packaging materials, this issue has never been taken seriously by local management in other parts of the world.

Destruction of the environment in agricultural production and industrial food processing.

In Britain, Helen Steel and Dave Morris criticized McDonald's and were accused of libel. McDonald's hired a professional lawyer, and the lawsuit lasted for two and a half years. In the end, although McDonald's won the case, the lawsuit also damaged McDonald's image, and the judge who tried the case admitted that some of the comments made by the two defendants criticizing McDonald's were true.

Some people also criticized McDonald's way of protecting its image and copyright. In Scotland, a small restaurant run by a family for a hundred years was accused of infringing the trademark of McDonald's. In another single case, McDonald's banned the original creator of Uncle McDonald from performing in the image of Uncle McDonald.

In another case, McDonald's accused British Chinese of opening a China restaurant named "McChina", which infringed on their trademarks. In the end, McDonald's lost the case, and the judge accused McDonald's of trying to seize the right to use all the slogans beginning with "Mc".

In 2003, Morgan Spurlock filmed a documentary about McDonald's. The title of the film is "Super Size Me" (literal translation: give me the largest size; Taiwan Province translated it as "Mai Fat Report" and Hongkong translated it as "The Mystery of Not Losing Weight and Being Healthy"). In the film, Spock hinted that McDonald's food was one of the culprits that caused the American people to be overweight.

McDonald's later changed the menu, canceled the extra-large food and replaced it with healthier food. The change of the menu happened just after the film was published at the film festival and before it was officially released at the theater.

This enterprise brand ranks fifth in the 2006 Top 500 World Brands list compiled by World Brand Lab. This enterprise ranked 329th in the ranking of Fortune 500 companies in the world in 2007.

198 1 year, when the McDonald's chain store opened in Manila, almost everyone believed that the international fast food overlord would soon put its golden arch sign all over the streets and lanes of the Philippines, and the Happy Bee, which had the same positioning as McDonald's, was sure to die. But now more than 20 years later, Happy Bee has expanded to 420 stores in the Philippines, with more than 40,000 employees, accounting for 65% of the fast food market in the Philippines. According to the high-level introduction of Happy Bee, providing food suitable for Filipinos' tastes is one of the reasons for success.

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

Why McDonald's?

What is the core product of McDonald's? Burgers, coke and French fries. Do customers really like these foods? 90% of the people under 16 years old said they liked it, but for the people over 16 years old, their love rate gradually declined with age. Including many personal business travelers, fashion people, friends gathering, etc., going to McDonald's is not because I like it, but because I feel "sanitary and convenient".

"Children's Paradise" has firmly grasped young customers, and "hygiene and convenience" have made many temporary customers flock to it. In fact, McDonald's is not buying products, but selling the environment and experience. From the earliest tempting marketing of "giving children a birthday" to today's "I like it", including "McDonald's is not just a restaurant" or "24-hour shop", which fast food enterprise in China can compete with McDonald's.

First of all, we look at Yonghe (Yonghe Soymilk and Yonghe Dawang are not a company, but for the convenience of research, we call them Yonghe Model), which mainly sells fried dough sticks, soy milk and steamed buns. First of all, the products give customers different feelings. In the United States, fried chicken, cola and French fries are all junk products and have no sense of value. However, due to the blind worship of foreign enterprises and products by the people of China when they entered China, and the price far higher than that of the cakes and fritters, the image of high-end places was established in the minds of the people. In many works in the early 1990s, many white-collar workers at that time were proud of going to McDonald's. Although it seems like a joke today, at that time, in the era without network interaction, consumption was basically influenced by advertising and the environment, but McDonald's "fashion and hygiene" was generally recognized by the society.

The Yonghe model has also achieved some success, but it is still far from McDonald's. The first is the choice of products, which are facing great competition. The convenience, price and most products of street stalls are not convenient to take out. The case of red sorghum challenging McDonald's was profound enough: a product "can't jump out of the bowl and take it out of the store", and the consumption time is relatively long. The huge store cost overwhelmed the red sorghum in the early stage of entrepreneurship and lacked standardized management, making it difficult to gain an advantage in the fierce competition.

Around 2000, because of the huge business opportunities in China catering market, a large number of enterprises alongside McDonald's and KFC appeared in China. Such as "Mackenzie Chicken", "Maiham Chicken" and "Kenle Chicken", but without exception, they all retreated outside the secondary market, and even became "fried chicken legs" at the entrance of the farmers' market for "five yuan". Sadly, we have to admit that the success of McDonald's is still due to the standardization of management, the standardization of product quality and the strong ability to expand capital advantages.

Who can challenge McDonald's?

So which companies have the hope to challenge McDonald's?

First of all, products must conform to the consumption habits of the public, and there must be long-term fixed consumer groups. For example, the relatively standardized "Hao Lun Ge" has been made in China. The product advantages of combining Chinese and western, and the catering structure that conforms to children, teenagers and fashion groups all have the foundation to challenge McDonald's.

Unfortunately, the price of Haolunge has no advantage compared with McDonald's, and because of the self-service catering mode, the cost per square meter per day is relatively high, which is easy for competitors to take the opportunity (for example, competitors occupy space during the promotion period, taking up time and dining seats brings inconvenience to enterprises, etc.), resulting in a certain cost waste, and it is difficult to carry out strong expansion. Moreover, due to the variety of products and low profit rate, the price of products is often affected by raw materials, which brings certain psychological price imbalance to customers. Don't underestimate the price difference of a few dollars. If you see the coupons distributed or printed in the pockets of teenagers and twenties, you will know how much they care about those few dollars. It's not that TA people don't have money, and mp3TA people don't care about spending dozens or hundreds more on clothes, but as long as they can save a few dollars, they will always save them. Enterprises remember that sometimes TAs just care about this feeling of saving money, so the promotion strategy should also study customer psychology. According to the author's understanding of the catering market, if the price of Hao Lunge can be reduced below that of 30 yuan, and the average meal time per table is 60 minutes, Hao Lunge is still hopeful to challenge McDonald's.

From Baidu Encyclopedia