McDonald's is the most successful fast food chain in the world. At present, more than 14000 restaurants have been opened in 72 countries, receiving 28 million customers every day, and it is developing at an average rate of opening a new restaurant every 7.3 hours. When customers walk into any place and any McDonald's restaurant, they will find that the architectural appearance, interior furnishings, food specifications, waiter's manners, clothes and other aspects are strikingly similar, and they can give customers the same standard of enjoyment.

2, McDonald's business philosophy

Ray kroc, the founder of McDonald's, established three management beliefs of fast food restaurants for himself in the early stage of his business, and later added the "V" creed, which constituted the complete management concept of FQ, S, C and V of McDonald's fast food restaurants.

Q (quality) means quality and quality. More than 95% of raw materials for McDonald's products in Beijing are purchased locally. Bread is not round and the cut is uneven, and the receiving temperature of milk slurry should be below 4℃. If it is high, it will be returned. A piece of beef patties has to go through more than 40 quality control checks.

S (service) refers to service, including the convenience of building a store, the convenience of business hours and the service attitude of sales staff. Smile is the characteristic of McDonald's. All trainers are smiling, talking and doing things with customers in a lively and cheerful manner, so that customers are satisfied.

C (cleaning) means hygiene and cleanliness. There is a rule in McDonald's employee code that "it is better to get up and clean than to rest against the wall", and all employees of more than 10 thousand chain stores around the world must abide by this rule. Employees must wash their hands with sterilized hand sanitizer strictly before taking up their posts, and it is stipulated that their hands should be rubbed for at least 20 seconds before washing their hands.

V(Value) refers to value, which means "providing customers with high-quality goods with original value". McDonald's food has scientific nutrition collocation, rich nutrition and reasonable price. Let customers enjoy fast and nutritious food in a clean environment, which is the so-called "value for money".

3, McDonald's behavior recognition

McDonald's has a set of guidelines to ensure the staff's code of conduct, that is, "there are procedures for washing hands and manuals for management."

4. Control system of McDonald's

It is well known that another control method of McDonald's company is to shape the company's unique organizational culture in all branches.

5, McDonald's management measures

McDonald's Company is arguably the most successful franchise organization in the world. It has 10000 branches all over the world, and one branch opens every 15 hours.

1, branch established. Every time a branch is opened, McDonald's headquarters will send its own staff to choose the address and organize the construction, equipment installation and internal and external decoration of the store.

2. Franchise fees. Once the franchisee signs a contract with the company, it must pay the first royalty 2. $250,000, half in cash and the other half later. After that, pay royalties [annuities] and rent once a year. The former accounts for 3% of annual sales, while the latter accounts for 8% of annual sales. 5%。

3. contract. The term of the franchise contract is 20 years. The company has the following responsibilities for franchisees: training employees in the company's Hamburg University, managing consulting, taking charge of advertising, public relations and financial consulting, providing various materials, teaching AIDS and equipment for personnel training, and providing preferential treatment when supplying to franchisees.

4. Distribution of goods. Mcdonald's company does not directly provide tableware and food raw materials to franchise stores, but signs contracts with professional suppliers, and now they deliver goods directly to various branches.

6. Marketing strategy of McDonald's.

1, commodity strategy. Because franchisees must go to Hamburg University for a period of training before opening, this ensures that the food sold by McDonald's fast food restaurants strictly implements the prescribed quality standards and operating procedures. For example, potatoes for potato chips should be stored for a proper period of time to adjust the content of starch and soup, fried in an oil pan with adjustable temperature, sold to customers immediately after frying, and scrapped if they are not sold out within 7 minutes.

2. Service strategy. McDonald's fast food restaurant strives to create a warm atmosphere. Try to avoid noise and loitering in the store, which is suitable for the whole family to have a quiet meal. The waiter is warm and thoughtful and efficient.

3. Health strategy. McDonald's has set strict hygiene standards. For example, the staff are not allowed to have long hair, and women must cover their hair properly. As soon as customers leave, they will clean the desktop and pick up the pieces of paper that have fallen to the ground at any time. This is the clean environment in the store.

4. Price strategy. Although the quality of McDonald's is guaranteed, it doesn't raise prices at will and keeps its value for money.