The formation and characteristics of American food?
Influenced by early immigrants (English Puritans and American pioneers), traditional American cuisine? Just like traditional Americans, it is characterized by "rough realism" and the use of fresh raw materials. Without additives and seasonings, the food keeps its original flavor and the cooking process is not sloppy. Roasting, frying and frying have no complicated processes, and they don't pay attention to slow stewing (except for a few? Local food), without too many fancy decorations, the food on the plate can be eaten. Enjoy a real meal. The main structure of a good meal is the 1234 system, such as? The same triangle, the most important is "beef", followed by chicken and fish, the third is sheep, pigs and shrimp, and the fourth is noodles. Bags, potatoes, corn and vegetables.
/kloc-at the end of 0/9, with the development of American civilization and the gradual prosperity of the economy, plus information and transportation? Developed, Americans' demand for food has gradually increased, especially since 1965? Immigration policy, the influx of people from all walks of life around the world, these huge new? Immigrants have had a great impact and far-reaching impact on the social and cultural structure of the United States. New immigrants? The cooking style and characteristics it brings are like a single spark, which makes American families and restaurants? A variety of foods appeared on the dining table.
Undoubtedly, Americans all admit that European food is the ancestor of American food, and American food is based on European food? As a "root", it has gradually flourished and established its position through its own cultivation, germination and growth of branches and leaves. The main body even has seed grafting, all over the world. Is the western United States rich in the Pacific Ocean? Seafood and all kinds of seafood, the freshest and most diverse fruits and vegetables in America, are famous? California cuisine? Cuisine) and Asian cuisine (AsianFusion? Food); Temex cuisine with Mexican characteristics in the south (Temex? Food),? Louisiana cuisine with French, Spanish and African characteristics? Food)? ; There are German, Dutch and Nordic Chicago cuisines in the midwest. Oriental English, French and Irish NewEngland Cuisine (New England? Gourmet) and new york cuisine (new? York? Food), and East Oceania? Hawaii-Polynesian cuisine with island, Philippine, Portuguese and Japanese characteristics? Wait a minute.
The booming development of American catering industry? In recent years, the high-tech industry has advanced by leaps and bounds, and the economic income of Americans, especially the younger generation, has increased? Work pressure has also increased, so more attention is paid to leisure and food. Especially dinner? Italian banknotes enjoy relaxed food and choose mellow grapes and wine to match. Because the market has a strong demand for all kinds of restaurants, whether it is a general fast food restaurant or a medium consumption restaurant? Family restaurants or high-end restaurants have mushroomed all over the United States. Set off a wave of American catering industry. The rapid development of American catering industry has two successful pillars. First, focus on research and development. (Research), one is about efficiency. American companies are willing to invest heavily? The experts and scholars hired by the Fund are not only cattle, sheep, pigs, chickens, ducks, aquatic products, agricultural products and so on? Variety improvement of various raw materials, improvement of breeding and planting techniques, yield and? Quality, while matching the world's best-selling food and dishes with objective standards to meet regional needs? Ask for a moderately clever change, inject brand culture, and match the happy and fashionable packaging. Is there a plan? We have successfully launched products with high quality and low price, with unique varieties and tastes, which are welcomed by consumers? . On the other hand, Americans attach great importance to efficiency, especially businessmen, who sell quality to the market? Promotion is closely tied together, and product quality and management methods are scientifically added? With standardized and precise marketing methods, it will be promoted to all parts of the country, forming a regional chain, nationwide? Chain and even global franchise chain super enterprises. Every franchise store has detailed contents? Management manual, every employee in the whole store has a clear division of labor and responsibilities, which chefs must abide by? Cooking food and dishes according to the rules in the manual should not only pay attention to quality and delicacy, but also know how to control costs. Pursue profits and enhance the vitality of enterprises. Is it worthwhile for this management mode to cooperate with humanized management? study
Chain operation has become the main means for American catering industry to expand global marketing.
In the United States, the catering industry is dominated by chain operation. From the development history, franchising is mainly in the middle and low-end catering market, and fast food is mainly franchising. The restaurant mainly implements direct chain stores and management contracts. Relatively speaking, management contracts are more expensive than franchising, and the services provided are much wider.
(1) Franchise. Franchising is an important form of chain operation, which is called "the most successful marketing concept in the 20th century". The Small Business Committee of the US House of Representatives believes that franchising is a "wave of the future" and franchising can play an important role in any country and place in the world, under any economic environment and cultural background. In essence, franchising is an agreement between brand catering enterprises (authorized parties) and catering owners (owners). For licensors, franchising is a low-cost and high-profit way of capital expansion, which helps to improve consumers' brand identity and customer loyalty. However, franchising also has risks to the licensor, mainly because the company loses control over the daily operation of the enterprise, which will lead to control problems in service, quality and cleanliness. For owners, they can benefit from the group's advertising, procurement arrangements, regular inspections and business construction. Licensor shall provide operation manuals and procedures, employee training manuals and audio-visual materials, as well as effective operation methods and product sales methods to reduce business investment risks for the Owner. At the same time, the owner should pay the licensor a one-time franchise fee and brand use fee, and the degree of payment is generally determined by the percentage of operating income. In addition, we have to pay advertising fees, sign rental and sales fees, as well as the cost of buying office supplies and food. In the United States, not all franchise agreements are the same in content and charging standards, and they are not static. Franchising is a common business model, which allows the owner to use the licensor's design, methods, procedures, reservations, group advertising, promotion and procurement projects. Licensor will regularly provide suggestions on marketing, daily operation and feasibility study. At the same time, the owner is required to comply with the requirements of the license issuing agency for operation and quality control in order to maintain the brand reputation. The owner can also claim the exclusive right to use the licensed brand in the geographical area. At present, the franchise of American fast food industry has achieved great success. McDonald's has nearly 30,000 restaurants around the world, of which 60-70% are franchisees.
(2) manage the contract. This is the main form of restaurant chain. Restaurant management contract is essentially an agreement between brand restaurants (operators) and owners. Among them, the operator is responsible for operating the restaurant and managing the restaurant business; Owners do not make business decisions, but bear the responsibility of raising operating funds, operating expenses and repaying loans, and pay management fees to operators. There are five main ways to manage contracts:
1. Services provided by operators. Generally including: feasibility report and market survey; Provide suggestions and technical support in planning, design, construction and interior decoration; Provide suggestions on equipment selection, layout and installation; Signing contracts, procurement and construction agreements; Operation and opening up in the initial stage; Marketing, advertising and promotion; Staff recruitment and training; Secretarial work, financial management, control and reporting functions; Technical consultation; Procurement; Booking service; The manager who runs the restaurant; Headquarters supervision and control. These services can be packaged or provided separately.
2. Management expenses. The service provided by the operator shall be paid by the owner. Management expenses are mostly composed of basic expenses and incentive expenses. The basic expenses are generally 3-4% of the operating income, and the incentive expenses are generally 5- 10% of the operating gross profit. In the United States, in addition to management fees, owners have to pay three fees: first, the system fees of operators, including the fees of system marketing, advertising, sales, finance, training, procurement and reservation, as well as the travel expenses, accommodation and meals of relevant management personnel for on-site guidance, which generally account for 1-3% of operating income. Second, technical support costs, including feasibility study, architectural style, interior decoration, mechanical equipment installation, catering equipment layout, construction process supervision and supervision of energy system, entertainment facilities, safety and finance, generally account for 2% of the total project investment. Third, start-up expenses, including recruiting and training employees, installing operating systems, marketing, purchasing materials and inventory, etc. The initial budget is generally 1.5- 1.9% of the total project cost.
3. Control of operation rights. Mainly in three aspects: first, the choice of general manager and senior management. Traditionally, operators have the final decision-making power over top managers, but before making decisions, they should also listen to the suggestions of owners. The second is the budget plan. This is an important tool for owners to control and supervise the operation of restaurants. There are three kinds of restaurant operating budgets: operating budget, replacement expenditure plan reserve and reconstruction and expansion plan funds. Generally speaking, the owner has the power to approve and veto expenditure items, but all kinds of budget expenditures mainly depend on negotiation between the two parties. The third is daily operation. Operators want to get full control of restaurant operation, and owners want to participate in key management decisions to protect their rights and interests. In the United States, operators are granted the right to control their daily operations, while owners reserve the right to control major policies through their in-store representatives to protect investment and approve capital expenditures and other large purchase expenditures.
American catering industry highlights innovation and development.
Innovation is the main driving force for the development of catering industry, including the introduction of new dishes, the adoption of new technologies, the development of new markets, the application of new ideas and the promotion of new formats. The innovation of American catering industry mainly lies in five aspects:
(1) fast food franchise. The development of American fast food franchise enterprises has had an unprecedented impact on the catering industry. McDonald's, Burger King and Wendy's fast food chain companies, with hamburgers as the main varieties, use franchising as a tool to accelerate their international expansion and enjoy a world-renowned reputation, replacing the roadside restaurants with a long history in the United States, changing the global diet and becoming an internationally popular food culture. With the development of fast food joining, on the one hand, fast food restaurants along the expressway have developed rapidly, and some fast food restaurants can provide fast food services for two passing cars at the same time. On the other hand, M&A among fast food chain enterprises is more common, and the marketing strategy is more novel. The innovation of management mode of fast food industry promotes the globalization of catering industry.
(2) Innovation of restaurant dishes. Restaurant management in the United States is mainly catering and wine service. No matter Chinese restaurants, western restaurants, convenience restaurants or hotel catering, they are constantly innovating. 1. Introduce foreign cuisines. Steak houses, crab meat houses, lobster houses and barbecue houses are constantly innovating, and Russian food festivals, French food festivals and Brazilian food festivals are held to meet customers' curious consumption needs. The second is to develop green food, which is a development trend of modern catering industry, mainly to put safety, health and environmental protection issues in the important position of restaurant management and realize the sustainable development of catering industry. Many restaurants take green as the slogan, and developing healthy food with health care function has become a consumption fashion. In the United States, the food in green restaurants is 20-30% higher than that in ordinary restaurants, which is more popular with consumers with health concepts. The third is to develop ethnic catering, introduce the food culture of different ethnic groups in the world, develop different ethnic dishes, combine two or more ethnic dishes into new dishes and develop new markets.
(3) Joint brand expansion. In the United States, many convenience food stores and fast food restaurants provide food as the basic diet of people's daily life, and their business hours are generally from morning to late at night. Convenience food stores in the United States mainly sell ready-to-eat food, buffet salads, sandwiches, various fast food and other diets. These diets can be taken away or eaten in the store. With the development of fast food industry, more and more food stores introduce brands and varieties of fast food restaurants and cooperate with well-known brands to sell fast food, which quickly changes the public's recognition of the types and quality of food sold in convenience stores. Not only that, some supermarkets, department stores, airports, schools and hotels are also adopting this form to promote brand alliance and expand the catering market share.
(4) delivering food. In America, food delivery is a huge emerging market, and people can enjoy this kind of food delivery service. The delivery clerk takes your order first, then orders from the corresponding restaurant according to your order, and then delivers the prepared dishes to their home. Some also provide after-dinner service and wash dishes. With the development of modern communication technology, fax machines and e-mails have added new ways to order food. Consumers can use these new technologies to order food directly in restaurants, pick up meals in restaurants on time or ask restaurants to deliver meals. Some restaurants also provide cross-border catering postal services. Online restaurants and virtual restaurants are also emerging in many cities.
(5) Family kitchen and take-away catering food. Replacing family kitchen has become a strong development trend of catering industry to expand new fields. Consumers are looking for simple and economical cooking methods for family meals, and restaurants and supermarkets are competing fiercely to occupy this market. At present, restaurants and supermarkets can provide cooked food, including instant food and instant food. This kind of food has become the main content of family catering. More and more restaurants develop take-away food, vacuum-packed delicious food and semi-finished cooked food, which enter the family through supermarkets, so that busy people can enjoy all kinds of restaurant food at home without cooking or cleaning the kitchen.
American catering industry attaches importance to personnel training.
With the rapid development of modern catering industry, talents have become one of the important conditions for development. American experience proves that the key to developing modern catering industry is to have an excellent catering management team. Driven by the demand for catering talents, the United States has formed a more reasonable education and training system for catering talents.
(1) established multi-level catering education, including postgraduate, undergraduate and vocational education. Many well-known institutions of higher learning, such as Cornell University, University of Hawaii, Michigan State University, University of Wales, Florida International University, University of Nevada and other well-known institutions, have set up hotel management schools, forming a considerable graduate education system and undergraduate education.
(two) under the organization and advocacy of the American Hotel and Restaurant Association, comprehensively carry out vocational education, vocational training and vocational qualification certification in the catering industry. Linking vocational education with academic education, there are undergraduate vocational education, junior college vocational education and secondary vocational education, and each course provides teaching materials and academic certificates. In terms of vocational training, the association provides books for students, training videos, computer CDs, teachers' guidance books and so on. In terms of professional qualification certification, the positions range from general manager to ordinary employees, including restaurant waiter, food delivery waiter, bartender, kitchen cleaner, cocktail bartender, banquet waiter, banquet setter, and catering industry safety manager, marketer, financial manager and catering industry professional manager. The certification of these qualifications has strict standards, and all of them have obtained corresponding qualifications after examination and engaged in the corresponding catering industry. American catering industry professional qualification certification system has been used in more than 40 countries around the world.
(C) chain catering enterprises to establish education and training centers. In the United States, one of the important factors for the development of chain catering enterprises is the support of education and training system. The world's largest McDonald's restaurant group, with its own Hamburg University, is located at McDonald's headquarters in Chicago. Built in 1984, it covers an area of more than 80 mu and costs more than 40 million US dollars. Training nearly 5000 students every year, mainly for McDonald's store managers and regional managers. In addition to more than 300 hours of basic training in this enterprise according to McDonald's training manual, these students have to receive 5.5 days of intensive training at Hamburg University, which mainly focuses on the operation and management of McDonald's. In addition to the University of Hamburg, McDonald's has regional training centers in Japan, Germany, Brazil and Hong Kong. Practice has proved that attaching importance to personnel training is an important cornerstone of the sustainable development of modern catering industry.