Ray kroc (Ray Kroc1902.1.14-1983.1.14) is the father of McDonald's and a fast food giant. Born in Los Angeles.

He used to be a young man eager to go to war. In order to be an ambulance driver of the Red Cross at that time, he told a harmless little lie about his age and immediately took part in the training. But he never left there to fight, because soon after, World War I was over. Later, klock sold paper cups during the day and played the piano for the radio station at night. Klock was fascinated by the speed and efficiency of a new type of 5-axis multifunctional milkshake mixer invented by Prince. He used the mortgage and savings of his house to obtain the exclusive agency from Prince. In the following 17, he traveled all over the United States and tirelessly promoted this mixer. Unconsciously, he is 52 years old. Ray kroc, 52, believes that the two most important elements of the catering industry are low price and neatness, and thus established the world's largest fast food kingdom: McDonald's.

2. Introduction of McDonald's

1937, McDonald's Brothers started to run an obscure drive-in restaurant in Pasadena, east of Los Angeles, and it soon became a success. But there are many imitators, which leads to business depression. 1938, the two brothers closed the drive-in restaurant and switched to fast food, which soon became full of vitality. 1953, a man named FOSS won the franchise of McDonald's by paying 1000 USD to the McDonald's brothers, and then successively approved more than ten franchise stores. Because these fast food restaurants have no obligation to follow McDonald's operating procedures, it has seriously damaged McDonald's image and reputation. (Importance of unified management in chain operation) 1954, Crocker, as the agent of McDonald's franchise, transferred the franchise for McDonald's brothers. Crocker set the franchise fee at $950, and soon he interpreted McDonald's as an excellent company, so people often regarded Crocker as one of the founders of McDonald's. 196 1 year, McDonald's Brothers transferred all McDonald's to Crocker for $2.7 million. In the next 30 years, due to Crocker's good management, McDonald's fast food restaurant became the fastest growing enterprise in the world. McDonald's fast food restaurant is recognized as one of the world famous fast food restaurants because of its warm atmosphere and franchise system.

Mcdonald's is headquartered in Oak Town, Illinois, where Jack Greenberg, president of the American head office, and James Kentrub, president of the international department, lead this international company with billions of dollars in assets. McDonald's is the largest catering group in the world, and the countries and regions with McDonald's have surpassed the seats in the United Nations. Since 1955, the founder ray kroc opened the first McDonald's in Portland, Illinois, USA, it has more than 28,000 restaurants all over the world, covering 128 countries and regions. The southernmost part is located in Invikakir, New Zealand, and the northernmost part is located in rovaniemi, a tourist resort in Finland. On the earth, every 15 hours, a McDonald's restaurant opens. In China, McDonald's has opened more than 400 restaurants. The golden arch of McDonald's has been deeply rooted in people's hearts and has become one of the most famous world brands.

Second, Crocker's McDonald's myth

1937 Dick McDonald and his brother Mike McDonald opened a drive-in restaurant in East Los Angeles. Their hamburgers are very popular with customers because they are delicious and cheap. Although the cost of each hamburger is only 15 cents, its annual turnover still exceeds $250 thousand. This is a considerable number. With more and more drive-in restaurants, the operation is becoming more and more chaotic. In view of this situation, McDonald's brothers boldly franchised and began to sell McDonald's franchise. 1953, FOSS, the first franchisee, bought the franchise of McDonald's for 1000 dollars and opened a McDonald's fast food restaurant in Phoenix. He got nothing but the design of the new building, the basic instructions of Zhou Fu and the quick service. No matter in finance or operation, franchisees are entirely on their own, and of course they have no obligation to act according to McDonald's regulations. This management mode of "spreading fertilizer" has caused confusion in management. Many McDonald's franchisees change the taste or variety of hamburgers at will, which seriously damages McDonald's reputation and its convenient and unique management mode. 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 MacDonald brothers.

At that time, Crocker was just a salesman of paper cups and mixers, but he knew more about the huge development potential of McDonald's than the McDonald's brothers. At that time, small families became more and more common in America, the number of family members going out together increased, and the pace of life became faster and faster. Crocker knows that a clean, hygienic, economical, high-quality, convenient and fast family restaurant like McDonald's will be very popular. He saw the huge market potential of young families in the suburbs. At that time, there were few restaurants serving this market, and McDonald's could just fill this space. Besides, opening a McDonald's restaurant only costs 75,000 dollars. Franchising through this system is really suitable. As long as he can get the franchise of McDonald's, he can open McDonald's restaurants in large and small towns.

Crocker immediately negotiated with the McDonald's brothers and got their support to become the only franchise agent of McDonald's in the United States. 1955, Crocker established the franchise company-McDonald's Company System Company (1960 was renamed McDonald's Company).

From 65438 to 0955, Crocker opened the first truly modern McDonald's franchise store in northeast Chicago. This restaurant embodies Crocker's understanding of fast food restaurants, that is, paying attention to quality, service, hygiene and economy. Since Crocker intended to use this store as a model for future franchisees from the beginning, he created an extremely strict management system. Crocker also strictly implemented this system when establishing the franchise system in the future. This is the famous QCV (quality-hamburger with excellent quality, delicious taste and comprehensive nutrition; Service-fast and agile service, warm and thoughtful; Clean-the store is clean and hygienic, and the environment is pleasant; Value-reasonable price, high quality, convenient and fast) as the core of the unified management system. The system stipulates that the variety, quality and price of hamburgers in each McDonald's franchise store must be the same, and even the storefront decoration and service methods are exactly the same. The quality of condiments, meat and vegetables used in all McDonald's fast food restaurants is standardized by the head office (joining the head office). The production process is exactly the same. For example, McDonald's has strict standards for the raw materials of hamburgers: the fat content of McDonald's hamburgers should be between 17%-20.5%, and additives are refused; In addition, it is stipulated that patties must be mixed with 83% shoulder meat and 17% fine pork belly. Potatoes used for French fries are specially cultivated and carefully selected, and the contents of starch and sugar are adjusted after appropriate storage time, and they are sold to customers immediately after frying. If it's not sold in seven minutes. Throw it away. Other regulations are even more diligent.

Crocker first changed the original system of McDonald's franchisees and franchisees. He believes that the success of the franchisee depends on the success of the franchisee. Only when every franchisee is rich can the whole franchise system become stronger. So, how can we make franchisees profitable? The only way is to give franchisees enough support and cultivate franchisees to master management secrets. Crocker attaches great importance to the operation of franchise stores. Because the franchise fee of each franchise store is only $950, and other fees are charged at 1.9% of the franchise store turnover, the profit of the headquarters is closely related to the operating conditions of the franchise stores, and the economic interests of the headquarters and the franchise stores are the same.

Crocker brought revolutionary new ideas to the fast food industry. He signed a franchise contract in the spirit of fairness and reciprocity. His original intention is very simple, that is, to make McDonald's a stable company with unified quality standards. To this end, he must be able to control the investors who come to buy the franchise to a certain extent, so he must give up some short-term interests.

Crocker never sells franchises to powerful people, fearing that they will one day go beyond the headquarters and get out of control. His logic is: "When you sell a large area of franchise, it is equivalent to giving him all the local business. His organization replaced your organization and you lost control. "

Crocker thus controlled the franchisees and urged them to pay attention to quality, cleanliness, service and value. Crocker thinks this is an important reason to keep McDonald's long-term profit.

In addition to excellent management skills, Crocker also has many unique features in business strategy. First of all, he made an extensive and detailed survey of the fast food market and positioned McDonald's market in the middle and lower classes of American families. Considering that most members of these families need economical, convenient and cheap McDonald's hamburgers after a hard day's work. In order to make it convenient for customers to eat, Crocker opened a fast food restaurant near where people work and live.

Crocker believes that McDonald's, the world's largest fast food company, has formulated a strategic management policy, that is, "QSGV", as the working principle of all employees to ensure the service quality of McDonald's. In addition, Crocker attaches great importance to the standardization and systematization of food production. He asked all hamburgers produced by McDonald's fast food restaurants to have the same taste, quality and even size, and to establish a special supply system for meat, vegetables and tableware, which is the most advantageous link for franchise stores. Crocker also pays attention to recruiting talents, introducing talents, and training employees regularly to improve their quality and service level. Crocker attaches great importance to research and development. He sent people to help farms and factories reform the planting and processing methods of bell-shaped potatoes, introduce new working methods of milk, improve cattle raising methods and meat production methods, invent high-temperature and efficient cooking equipment, and improve packaging and distribution technologies. These efforts will naturally bring better products. The famous French fries are an example. Shortly 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 so large that many food companies are at a loss. Despite all the difficulties, Crocker's firm belief has not wavered, and he is still moving forward.

1968, McDonald's has 1000 stores, 1978, reaching 5,000 stores. After more than 40 years of development, McDonald's has more than 28,000 stores all over the world, covering more than 128 countries and regions. 1965 April 15, when McDonald's went public, its share was 22.5 yuan, which doubled in less than a month. After 20 years, the stock price is about 175 times of the original. It is because of Crocker's excellent management and painstaking management that McDonald's has rapidly grown from an unknown fast food restaurant to the king of fast food industry today. McDonald's success is a miracle, and Crocker is the creator of the miracle.

3. McDonald's is in China

Since 1990 McDonald's opened its first branch in China in Shenzhen, the number of McDonald's branches in China has now exceeded 400. McDonald's expands globally through franchising and develops in China through joint ventures. McDonald's mainly cooperates with mainland enterprises or individuals in the form of buying or leasing mainland real estate, mainly because of legal and market conditions.

■ A brief history of McDonald's expansion in China

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

The first McDonald's restaurant in Beijing opened on 199 1.

1993 opening of the first McDonald's restaurant in Guangzhou, Foshan, Dongguan and Xiamen.

1994 opening of the first McDonald's restaurant in Shanghai, Tianjin and Fuzhou.

1995 opening of the first McDonald's restaurant in Wuhan and Nanjing.

1996 opening of the first McDonald's restaurant in Zhuhai, Zhongshan, Dalian and Yangzhou.

1997 opening of the first McDonald's restaurant in Shenyang, Jiaxing, Qingdao and Quanzhou.

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

1999 The first McDonald's restaurant opened in Jinan, Hefei, Chengdu and Changchun.

In 2000, the first McDonald's restaurant opened in Harbin, Nanning and Zhengzhou.

Not long ago, McDonald's made a decision to close 250 stores around the world on the grounds that their profits were declining or even losing money, but at the same time announced that it would ensure to open 65,438+000 new stores in China every year from now until 2003.

English full name: McDonald's

Company Type: Listed Company (new york Stock Exchange)

Now the slogan is: I love it!

Established on: 1954

Headquartered in Oakbrook, Illinois, USA.

Important people:

Founder ray kroc.

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

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

President Michael roberts and Chief Operating Officer.

Industry: restaurants

Number of employees: 418,000

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

Revenue: USD 6543.8+USD 500 million (2006)

Official website:

[Edit this paragraph] Introduction of McDonald's Company

McDonald's is the largest fast food chain in the world. It is a chain fast food restaurant mainly selling hamburgers, which was founded by McDonald's Brothers and ray kroc in the United States in 1950s. Around the world, McDonald's restaurants are spread all over six continents 100 countries. McDonald's has become the most valuable brand in the global catering industry. In many countries, McDonald's represents an American lifestyle.

McDonald's Happy Paradise Meal provides free toys, such as dolls in Disney movies, which is very 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 a representative of the invasion of American lifestyle.

[Edit this paragraph] Company profile

The most famous McDonald's brand of McDonald's in Israel has more than 3 1000 fast food restaurants, which are distributed in 12 1 countries and regions around the world. McDonald's around the world make appropriate adjustments according to local tastes. 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 200 1 year, McDonald's company's total revenue reached148.7 billion US dollars, and its net profit was 164 billion US dollars.

Most McDonald's fast food restaurants provide English translation of counters and drive-ins, which means you can get to the restaurant without getting off the bus. Customers can drive to the door to order food, then bypass the restaurant and pick up the meal at the exit. ) Two service modes, indoor dining and sometimes outdoor seating.

Drive-in restaurants usually have several independent stations: parking, checkout and pick-up points. Generally, the latter two stations will be merged.

(It is reported that because the minimum wage of employees in North Dakota is obviously 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 telephone orders from Oregon and Washington to alleviate this phenomenon. )

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

Some special theme restaurants still exist, such as the theme restaurant of Locke McDonald's in the 1950s, and some carefully selected McDonald's restaurants located in large indoor or outdoor playgrounds in suburbs and some cities. They are called McDonald's playground. 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 donates part of its turnover to charity every year. When the founder ray kroc died, he set up the 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.

The food provided by McDonald's

Hamburger beef patties

Single cheeseburger

Double cheeseburger

A cheeseburger/double cheeseburger.

Big Mac

Maixiang chicken

Braised chicken leg hamburger (original/spicy)

Spicy chicken wings

fillet

Yuliubao

Danxiang Niu Bao

Pork tenderloin burger/Maixiang pork tenderloin burger

Spicy (Original) Special Grade Plate Roasted Chicken Leg Bag

Mai Liu Xiangzhu Dan muffin

Wheat flavored pork muffin

Bacon egg muffin

Re Tian cake

Full breakfast is provided in the morning.

Treasure Triangle (Carobbi Beef/Black Pepper Chicken Leg)

Shu Xian Zuzun Niu Bao

Sweet corn cup

Crispy chicken roll with wheat sauce

French fries

Twisted strip steel

Mcnugget chicken (chicken nuggets)

Carbonated drinks (Coke/Fanta/Sprite/Coke Zero)

orange juice

Coffee, black tea, hot chocolate

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

Super strong milk tea

Milk shake (Winnipeg, chocolate, strawberry)

Xindi (chocolate, strawberry, pineapple, mocha)

Crispy omelet

Maixuanfeng

Pie (apple pie/millet 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 promotional products and some are short-term promotional products. )

Packaging type:

Value package: main meal+French fries+drinks

Happy Paradise Meal: main meal+side dishes+drinks+free toys.

Management of McDonald's

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, which is the 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. Strict inspection and supervision system

In order for all franchisees to 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 routine monthly evaluation, the other is inspection at the company headquarters, and the third is spot check (once a year at the selected branch). The unified inspection forms of the company headquarters mainly include food production inspection form, counter work inspection form, comprehensive operation evaluation form and monthly routine inspection form; The sampling data of the company headquarters include branch accounts, bank accounts, monthly statements, cash warehouses, important files, etc. The details are different. The annual inspection of each branch is generally presided over by the regional supervisor, mainly to check cash, inventory and personnel. As an ordinary customer, the district supervisor often checks the freshness, temperature and taste of food, whether the floor, ceiling, walls, tables and chairs are clean and hygienic, and the attitude and speed of the counter attendant in serving 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 franchisees to successfully operate McDonald's restaurants and shape the unified image of McDonald's brands. 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 Hamburg University in Chicago. Hamburg University is the base for training branch managers and important employees. 65438-0992 The four managers of the first McDonald's restaurant in China, which opened in Beijing, all graduated from Hamburg University. The University of Hamburg offers two training courses. 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 the Advanced Operation Workshop (AOC), which is mainly used to train senior managers. Its contents include QSC V research, methods to improve profits, real estate, law, financial analysis and interpersonal relationships. At present, the training in Asia is completed at the University of Hamburg, Australia.

Joint advertising fund system

Setting up advertising fund is an important marketing strategy of McDonald's. Because most franchisees have only one or several stores, it is impossible to bear most of the advertising expenses, and together they can raise relatively rich advertising funds. In order to enable McDonald's to advertise in a wider range, McDonald's headquarters decided to establish a joint advertising fund system at 1966, and set up a joint advertising fund for McDonald's national franchisees. The funds come from franchisees and McDonald's direct stores participating in this plan, accounting 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 will be sufficient. Operators can use this huge sum of money to make strong advertisements.

In the process of promoting McDonald's brand, we should 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 habits. This is also the uniqueness of McDonald's franchise system.

Real estate management strategy based on lease

The income of McDonald's company mainly comes from real estate business income, service fees charged by franchisees and the surplus of direct stores. Because franchisees generally don't have enough funds to pay the land cost of 30 thousand dollars and the construction cost of 40 thousand dollars, they often can't get loans. McDonald's Company is responsible for finding a suitable store address on behalf of franchisees, renting or buying land and houses for a long time, and then renting the stores to franchisees to obtain the price 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 to implement the real estate strategy) uses the money of each franchise store to buy real estate, and then rents it to the franchise store that pays for it. This real estate management strategy is actually to transfer the rights of the first creditor to McDonald's real estate company, making it eligible for bank loans. This not only solved the financial difficulties for franchisees to open stores, but also increased 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 McDonald's restaurants 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. 1/3 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 mutually restrictive cooperative relationship, * * * 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 procurement to franchise stores;

Thirdly, McDonald's headquarters does not make huge profits by selling equipment and products to franchisees (many franchisees make major profits by forcibly selling products, which can easily lead to conflicts between headquarters and branches).

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

[Edit this paragraph] The development of McDonald's in China

With the development of China's economy, McDonald's market in China has also expanded rapidly. At present, 670 McDonald's restaurants are located in 108 administrative districts of 25 provinces and cities in China. We attach great importance to the China market, and will continue to expand our chain restaurants on the basis of obtaining 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 6.5438+0.5 million employees, with a total investment of 500 million US dollars.

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

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

● When the first McDonald's 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 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 management principle of McDonald's. We encourage employees to use working hours and equipment to participate 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 money to charity; Uncle McDonald teaches children English and so on.

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

environmental protection

For the sake of the next generation, McDonald's thinks it is its 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 destroying 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 disabled people to help them return to society and make contributions to society.

In addition to giving employees reasonable and fair salaries, McDonald's will also provide comprehensive training to ensure that McDonald's follows the business philosophy of "quality, service, neatness 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.

This enterprise brand ranks fifth among the top 500 world brands in 2006 compiled by the World Brand Lab. The company ranked 329th in the ranking of Fortune 500 companies in the world in 2007.

198 1 year, when McDonald's chain store opened in Manila, almost everyone believed that the international fast food overlord would soon put its golden arch signboard all over the streets of the Philippines, and the happy bees with the same positioning as McDonald's would definitely die. But now, more than 20 years later, Happy Bee has expanded to 420 stores in the Philippines, with more than 40,000 employees, occupying 65% of the fast food market in the Philippines. According to Happy Bee executives, 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 best Filipino maids in the world has successfully left behind the world's largest catering giant, while in France, the sales of sandwiches are more than ten times that of French fries and hamburgers. What will defeat McDonald's in China? Where are the market opportunities?

Why McDonald's?

What is the core product of McDonald's? Hamburger, coke and French fries. Do customers really like these foods? 90% of people under 16 years old like it, but for people over 16 years old, the like rate gradually decreases with the increase of age. Including many personal business trips, fashion people, friends gatherings, 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 does not buy products, but sells the environment and experience. From the earliest tempting marketing of "Birthday for Children" 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 the same company, so for the convenience of research, we call it Yonghe Model), which mainly sells fried dough sticks, soy milk and steamed buns. First of all, 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 when they entered China, and the price far higher than that of oil cakes, they established the image of high-end places in the eyes of Chinese people. In many works in the early 1990s, many white-collar workers were proud to go to McDonald's. Although it seems to be a joke today, in the era when there was no network interaction, consumption was basically influenced by advertisements and the environment, but McDonald's "fashion and hygiene" was generally recognized by the society.

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

The first McDonald's restaurant in China.

McDonald's Restaurant, located in the bustling East Gate of Shenzhen, is the first McDonald's restaurant in Chinese mainland. It opened on 199018 October.